To increase the attractiveness of this place within the eyes of foreign guests, the Tourism Authority of Thailand (TAT) launched the revolutionary “Thais Always Care” campaign. This online communication campaign isn’t only a part of the famous Amazing Thailand campaign, but in addition an initiative carrying symbols of safety and hospitality.
Following the principles of the “Land of Care”, the project goals to convey the essence of Thai hospitality to international tourists. Through the acronym CARE, which stands for Compassion, Assistance, Relief and Elevate, the project reflects the inherent generosity of Thai society, its willingness to assist tourists and its commitment to improving tourism and safety standards.
The campaign, which was launched at a press conference organized by the Ministry of Tourism and Sports in December 2023, coincides with the rise in travel numbers in the course of the holiday season. The campaign, with the support of 12 public agencies, shows unity in ensuring a seamless travel experience for tens of millions of guests.
A key aspect of the Thai Always Care campaign is working with renowned international opinion leaders (KOLs) to advertise Thailand’s tourism attractiveness and safety repute. This strategy goals to draw the eye of each local and foreign tourists, with particular emphasis on Chinese tourists, a key market segment for the country. The campaign goals to attain over 100 million views.
According to Pol.Gen. Somchai Teerapatpaisarn from the Tourist Police Headquarters, improving tourist safety in Thailand requires a three-pronged approach. This includes the “Strong Tourism Community” project to make sure security in tourist areas, the establishment of operational centers in cooperation with local police to strengthen security measures, and coordination with foreign institutions and embassies to assist tourists in need.
Meanwhile, Natthakit Tangpoonsinthana, representing Central Pattana Public Company, explained the measures taken to strengthen security at Central Shopping Center. According to The Nation, security is a priority, with particular emphasis on training security staff and implementing cutting-edge technology, including the installation of CCTV cameras and state-of-the-art security equipment.
Thailand’s “Thais Always Care” campaign represents a vital change within the tourism sector. It not only enhances Thailand’s image as a friendly and protected destination, but in addition integrates technology and human warmth to offer an unforgettable and immersive travel experience.
