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Thailand's tourism authorities are to change the way they attract people to the country.

The Tourism Authority of Thailand (TAT) is to launch a new campaign to make visits to the country unforgettable.

'Unforgettable Thailand' will be the new tagline for adverts for the country but the campaign will continue once tourists have arrived.

TAT has now dropped targets for the number of visitors instead they are to measure their success through how much visitors spend.

The practical upshot is that those heading to Thailand may find visitors numbers are lower and a greater number of services are on offer as the country tries to take on new competition coming from the Philippines and Vietnam.

Thailand will also be trying to encourage visitors to come in the off season.

This year has been good for Thai tourism as although visitor numbers from Europe dipped owing to the world cup, the year-long celebrations to mark the 60th anniversary of the Thai king's crowning has brought in many travellers.

TAT governor Juthamas Siriwan said: 'Overall, the tourism industry is in good shape.

'With the opening of the new Suvarnabhumi airport and the ongoing celebrations of His Majesty the King's 60th anniversary of accession to the throne, we expect this year to be a positive one.'


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