The Governor of TAT, Mr Suraphon Svetasreni, stated that the way TAT responded to the change was their biggest challenge. He added that as TAT was the primary agency responsible for tourism growth, the target of the meeting was to identify and implement an efficient marketing plan.

The target number of international tourists for 2012 has been set at 19.5 million with approximate revenue of 760 billion baht (US$24.85 billion) which would mean an increase of about 9% more than in 2011. They are hoping to generate around 453 billion baht (US$14.70 billion) from the domestic tourism industry. The very successful slogan “Amazing Thailand Amazes You” will continue to be used in 2012 as this has helped to build up Thailand’s position as a favoured destination for tourists from all over the world.

The meeting proposed six strategies to adapt to the changes in conditions and the occurrence of global and local crises and were identified as follows:

• Promote tourism in a range of ways
• Produce sustainable growth for tourist income
• Improve Thailand's brand image
• Develop tourism so that it fits into the concept of the  ‘creative economy’
• Develop stronger networks with other countries
• Improve and maintain good internal management

The TAT identified eight specific marketing opportunities:

   1) Expand the high income market,

   2) Expand the niche customer segment,

   3) Encourage tourist to return,

   4) Attract new markets,

   5) Help potential partners with win- win projects,

   6) Better use of IT media applications,

   7) Use products and services to attract quality tourists and

   8) Increase the capacity of industry stakeholders to deal with change and tap new opportunities.