The Tourism Authority of Thailand (TAT) is implementing its "Visit Thailand Year 2022: Amazing New Chapters" campaign to help revive the country's tourism sector while playing a positive role in the overall economy.
TAT governor Yuthasak Supasorn said the campaign will focus on Thailand's soft power assets which include food, film, fashion, festivals, traditions, music, museums and technology.
"To achieve this, TAT has formulated a 'DASH' model to manoeuvre the entire organisation towards the single goal of transforming the tourism sector," Mr Yuthasak said.
D stands for "domestic travel", which TAT will emphasise to both tourists and tourism operators, he said.
A is for "accelerate demand" to stimulate qualitative demand by targeting high-income segments, delivering valuable experiences while focusing on safety.
S stands for "shape supply'' to elevate tourism ecosystems through quality and sustainability. This will be based on responsible tourism and digital tourism, resulting in sustainable income distribution, he said.
Lastly, H is for "healing the Thai economy" which puts a focus on strong and sustainable growth in the tourism sector as the country reopens.
"With the DASH model, TAT is placing greater emphasis on domestic tourism," Mr Yuthasak said.
"For international tourism, TAT is introducing its new 'Amazing Thailand Workplace Paradise' project, which aims to make Thailand the world's top destination for remote workers," he said.
The project is a response to the high growth of remote work due to the pandemic.
TAT expects Thailand's tourism industry to generate 1.28 trillion baht and attract up to 10 million international arrivals this year.
Some 656 billion baht is expected to come from the domestic market and 625 billion baht from the international market.
Domestic tourists spend an estimated 4,100 baht per person, compared to 62,580 baht per person on average for foreign tourists.