Saturday, January 13, 2024
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The “Thais Always Care” online communication campaign, a collaborative effort between the Tourism Authority of Thailand (TAT), Tourist Police Bureau, Grab Taxi (Thailand), and Central Pattana (CPN), has been officially launched. This initiative aims to ensure a seamless and secure travel experience for global tourists visiting Thailand.
Ms. Thapanee Kiatphaibool, TAT Governor, said “The ‘Thais Always Care’ campaign is an open communication with Thais and foreign tourists, especially those from China, which has been a key source market for Thailand. We want to share with the world Thailand’s ongoing efforts to raise safety standards in the travel and tourism industry, as well as the kingdom’s endless charms as a desirable destination for tourists to come and enjoy memorable, meaningful travel experiences.”
Aligned with the ‘Land of CARE’ concept, the campaign embodies Thailand’s renowned hospitality and warmth, portraying Thais as exemplary hosts for tourists. The acronym CARE represents Compassion, emphasizing the generosity of the Thai people; Assistant, showcasing Thais as supportive hosts ready to assist tourists; Relief, portraying Thailand as an ideal destination for relaxation and diverse travel experiences; and Elevate, emphasizing ongoing efforts to elevate tourism and safety standards in the country.
Initially introduced in December 2023 during a prominent press conference led by the Ministry of Tourism and Sports, the campaign highlights the commitment of 12 public agencies collaborating to facilitate the movement of millions of travelers during the festive season.
BureauColonel Somchai Theerapatrpaisan, Deputy Commander of General Staff Division, Tourist Police Bureau, said “The Tourist Police is set to step up the safety and security measures in a full effort by implementing technology to assist foreign tourists. This includes using a Tourist Police mobile truck to communicate with tourists and live broadcast the situation to the bureau of the Thai Tourist Police. Also, the ‘POLICE I LERT U’ application which offers several languages such as English, Chinese, Russian, Japanese, Korean, French, German, and Arab helps connect foreign tourists with the 24-hour emergency centre 1155. This also serves as a coordinating centre for international organisations and embassies to provide immediate assistance to international tourists.”
Mr. Nattakit Tangpoonsinthana, Executive Vice President, Marketing at CPN, said “CPN is poised to become a comprehensive Tourist Hub. Therefore, we have strengthened the safety measures covering the entire department store by installing CCTV cameras and implementing a strict inspection of visitors and vehicles as well as bag checking at the entrance. Also, security guards have consistently been trained to tackle the emergency and unprecedented incidents.”
Mr. Worachat Luxkanalode, Country Head of Grab Thailand, said “Safety is our top priority to us. Grab has continuously developed technology to enhance confidence as well as all steps of passengers’ experiences such as implementing a strict partner driver selection system, using an AI-Powered Facial Authentication, arranging online training for driving safely, employing real-time trip monitoring featuring GPS to track vehicle, and providing a safety centre feature to share a real-time location and provide assistance in case of emergency. We hope that these features will strengthen the traveller’s confidence and shape the impressive experience of travelling in Thailand.”
The “Thais Always Care” campaign will feature influential international Key Opinion Leaders (KOLs) to enhance the positive image of Thailand’s tourism assets and soft powers, reinforcing its reputation as a safe destination. The target audience includes both local and foreign tourists, with a specific focus on Chinese travelers. The campaign aims to achieve 100 million impressions.