Thailand’s dynamic tourism authority has based its future marketing strategy on a sound understanding of what tourists really look for when visiting this fascinating country. To achieve this, TAT carried out a study based on 30,000 interviews and questionnaires for the period of one year between April 2012 and March 2013. The study showed that green tourism generated 5,344,534 trips to Thailand and produced estimated earnings of 54.68 billion Baht for the Thai economy.

Mr. Pongsathorn Kessasamli, TAT’s Deputy Governor for Policy and Planning, has explained that focusing on niche markets is an important future strategy for Thailand’s tourism industry. The country had 22 million visitors in 2012, and there are 24 million visitors projected for 2013. Consequently, it is no longer necessary to simply encourage more tourism; instead, the focus should be placed on the finest that Thailand has to offer, and on improving any associated products and services.

Naturally, TAT is keen to develop green tourism in Thailand by ensuring that its marketing strategy makes the most of the country’s rich collection of ecotourism opportunities. This is certainly a sensible approach, particularly as TAT’s study showed that ecotourism is a major attraction for visitors from both Europe and Asia, which demonstrates the country’s international appeal as an ecotourism destination.

Generally speaking, ecotourism involves travelling to destinations where flora, fauna and cultural heritage are the principal tourist attractions. This style of tourism has been regarded as an important concept since the mid 1980s, and its popularity has experienced a rapid growth in the tourism industry worldwide. This could be explained by a growing global awareness in the importance of protecting the environment, together with the desire to become more absorbed and involved in our natural surroundings in an increasingly fast paced world.

The beautiful province of Krabi in Southern Thailand offers may attractions for ecotourism. For instance, the Khao Phanom National Park, which covers over 50 square km, consists of several stunning waterfalls and has an abundance of flora and fauna. The park’s diverse wildlife includes clouded leopards, black panthers, Asiatic black bears, and leaf monkeys. Also, Krabi’s mangrove forests play a key role in maintaining the ecological balance of the entire area, as well as providing shelter to several species of birds.

Those wishing to explore Krabi will also find an excellent selection of holiday accommodation on offer. For example, Krabi Riviera Co Ltd provides an excellent selection of holiday villas that would suit couples, families or groups of friends. All Krabi Rivera villas offer 5 star comfort, including private swimming pools, a personal concierge service, and some first-rate complimentary services.

With such an excellent selection of ecotourism attractions available, together with some fantastic holiday accommodation, TAT’s new marketing strategy is set to be a great success.