The Tourism Authority of Thailand (TAT) has partnered with GLP Films, a content marketing agency dedicated to global sustainable tourism, to create the first video campaign focused on strengthening the future of tourism in Thailand. The video campaign, ‘Sustainable Thailand’, supports the commitment that the country has made to sustainability, and involves the marketing and distribution of three new short films as well as a series of social media content that showcases responsible travel experiences in Thailand.
1. Promoting responsible experiences
Whilst the Tourism Authority of Thailand’s first video campaign focused mainly on responsible travel, the ‘Sustainable Thailand’ campaign demonstrates how sustainable tourism is an essential part of the industry for the country, which is a leading global travel destination. The video campaign is Filmed in Chiang Mai, Northern Thailand, and on the Andaman Coast, Southern Thailand. The videos promote experiences that are beneficial to the environment, local tourism, and rural communities, focusing on ideas such as health and wellness, community-based tourism, animal welfare, and conservation. The campaign drives economic development outside of major cities and uses tourism’s vital role in preserving culture and heritage, strongly supporting the 2020 World Tourism Day theme of ‘Tourism and Rural Development’.
2. A new type of tourism for Thailand
Charinya Kiatlapnachai, Director of the Tourism Authority of Thailand New York Office, explained that, ‘The Tourism Authority of Thailand recognizes the importance of sustainable tourism and having a better balance of quality versus quantity. TAT is excited to partner with GLP Films to promote tourism experiences that benefit local communities and help Thailand better align with the Sustainable Development Goals (SDGs) and integrate sustainability as a fundamental principle for tourism in Thailand’.
Siriwan Seeharach, Director of the Tourism Authority of Thailand Los Angeles Office, also added, ‘The ‘Sustainable Thailand’ video campaign helps communicate the important message of not losing sight of the long-term objectives of tourism—to protect our cultural and natural heritage, share experiences that are meaningful and environmentally friendly, and benefit local communities in a tangible way’.
Rob Holmes, Founder & Chief Strategist of GLP Films, described how, ‘These stories from Thailand come at a time when the travel industry needs to build back tourism that benefits local communities and safeguards the cultural and natural assets of a destination’ and that, ‘When Thailand’s border reopens, Thailand will be well-positioned to welcome travellers with meaningful, safe, and enriching experiences that contribute to the well-being and livelihoods of local communities and environments, and that is something travellers can feel good about’.
3. Stories from local community leaders
The videos from the campaign will be distributed via digital and broadcast channels through a collaborative marketing campaign involving media, influencers, and the travel trade. Some of the stories shown in the series include a look into the daily lives of community leaders such as Ekarat Cheungyang, who is dedicated to conserving Thailand’s mangroves; Chertchai Pongpathaphi, Head Mahout who is devoted to elephant welfare; and Supan and Somsak Inthachai, who share traditional Thai wisdom and wellness through village homestays. The idea behind the stories is to inspire travellers to choose sustainable tourism options next time they visit the country, and that the stories will resonate with responsible travellers who are looking for more meaningful travel experiences.