TAT showcases ‘Visit Thailand Year 2023’ campaign to Nordic and Baltic markets


Thailand’s new direction towards meaningful travel, and high value and sustainable tourism, promoted at Matka Nordic Travel Fair 2023 in Helsinki.

Bangkok, 27 January, 2023 – The Tourism Authority of Thailand (TAT) showcased the ‘Visit Thailand Year 2023: Amazing New Chapters’ campaign and the kingdom’s new direction towards meaningful travel with a focus on high value and sustainable tourism, at the Matka Nordic Travel Fair 2023 in Helsinki.

Mr. Siripakorn Cheawsamoot, TAT Deputy Governor for International Marketing – Europe Africa Middle East and Americas, said “TAT will continue to emphasise the development of sustainable tourism in Thailand together with a meaningful travel experience. At the same time, we invite travellers from Finland and the Baltic countries to discover more of wonderful Thai destinations beyond beaches and cities.”

At the Matka Nordic Travel Fair 2023 and the specially-organised Visit Thailand Year 2023 Networking Lunch for tour operator and airline partners, TAT presented Thailand’s direction towards experience-based tourism, more sustainable and more responsible tourism, and to exchange ideas to stimulate travel to Thailand during the summer and winter 2023-2024 periods.

This includes leveraging the kingdom’s 5F soft-power foundations of Food, Film, Festival, Fight and Fashion, and inviting the world’s travellers to enjoy the many new and existing tourism experiences on offer in Thailand.

TAT is adopting the ‘A-B-C-D Fast Forward’ strategy for long-haul markets like the Nordic region:

A – Airline Focus to continue collaboration with leading airlines.

B – Big Cities and Beyond to penetrate new markets in major and secondary cities.

C – Collaboration is Key to work with new partners including tour operators, travel agency and online travel providers.

D – Destination for ALL to promote Thailand as an “All-year round Destination” to meet the demand for visitors regardless of seasons and with all segments including family, medical and wellness in the Middle East or LGBTQ+ in Europe and America.

The TAT is aiming for 25 million international tourists in 2023, and overall tourism revenue of 2.38 trillion baht – representing a return to 80% of the pre-pandemic level seen in 2019.

As the biggest travel fair in Nordic countries, the MATKA fair this year, from 19-22 January, saw the participation of over 900 companies from 70 countries and more than 50,000 visitors, after a two year pause due to the pandemic.

The original version of this article appeared on our sister website, The Pattaya News, owned by our parent company TPN media.


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Goongnang Suksawat
Goong Nang is a News Translator who has worked professionally for multiple news organizations in Thailand for many years and has worked with The Pattaya News for more than four years. Specializes primarily in local news for Phuket, Pattaya, and also some national news, with emphasis on translation between Thai to English and working as an intermediary between reporters and English-speaking writers. Originally from Nakhon Si Thammarat, but lives in Phuket and Krabi except when commuting between the three.