Key Takeaways
Introduction
Grab Thailand, in partnership with the Tourism Authority of Thailand (TAT), has launched the “Amazing Thailand, Travel Confidently with Grab” campaign. This campaign aims to promote Thai tourism among both local and foreign tourists, boost the economy through promotional and engagement activities, and elevate travel experiences with Grab mobility service. The campaign includes the launch of the Grab & Go tourist guidebook, the development of an online training course for Grab driver-partners to become “Super Hosts,” and a consumer engagement activity to win prizes and discounts from Grab services.
Foreign Tourist Growth in Thailand
Thailand has experienced an exponential rise in foreign tourists since the country’s borders fully reopened. From the beginning of the year until now, the number of foreign tourists has reached an impressive statistic of 9.9 million visitors, generating more than THB 400 billion in revenue for the country. The Tourism Authority of Thailand (TAT) forecasts an increase of up to 25-30 million visitors to Thailand within this year, which would generate up to THB 1.5 trillion in income, combined with THB 880 billion from domestic tourism. This would result in a total income of THB 2.38 trillion by the end of this year.
TAT’s Efforts to Drive Tourism
TAT is determined to drive tourism for both domestic and international markets to ensure the full recovery of the Thai tourism industry. The organization aims to achieve set targets in terms of income and qualitative changes. To create meaningful travel experiences, TAT emphasizes upgrading the supply chain to align with experiential tourism and uplift Thailand as the ultimate tourist destination. TAT has collaborated with Grab Thailand, the country’s leading ride-hailing service platform, to organize the “Amazing Thailand, Travel Confidently with Grab” campaign, promoting Thai tourism and enabling tourists to travel with confidence.
Grab’s Mission to Support Tourism
Grab Thailand is committed to elevating the quality and standards of its mobility service to support tourism promotion. Grab’s ride-hailing service has become popular among travelers, particularly foreign tourists, due to its convenience, safety, and price transparency. In the first quarter of this year, the number of foreign Grab users grew by 25% compared to the previous quarter. In collaboration with TAT, Grab has launched various initiatives to support the tourism industry in Thailand, including the “Amazing Thailand, Travel Confidently with Grab” campaign. This campaign aims to promote key tourist destinations and enhance the service standards of Grab driver-partners to become “Super Hosts” who can provide exceptional experiences for tourists.
The “Amazing Thailand, Travel Confidently with Grab” Campaign Initiatives
The launch of Grab & Go tourist guidebook
The campaign includes the launch of the Grab & Go tourist guidebook, which compiles a selection of tourist destinations, restaurants, festivals, and exciting activities that tourists should not miss in Bangkok, Pattaya, Chiang Mai, and Phuket. The guidebook is available in both English and Chinese languages. Foreign tourists can find the guidebook in GrabCar Premium service vehicles or various travel destinations such as hotels, restaurants, and TAT’s alliances. The e-guidebook is also available for download on the Grab website.
The development of “Super Host” online training course for Grab driver-partners
As part of the GrabAcademy learning platform for Grab partners, a “Super Host” online training course has been developed in collaboration with TAT. This course features knowledge shared by an expert from TAT and aims to educate and provide guidance to GrabTaxi and GrabCar driver-partners, who are the frontliners of the country, to better serve tourists and introduce them to the tourist attractions. This training course will help enhance the service quality and hospitality skills of Grab driver-partners.
Consumer engagement activity called “Travel Confidently with Grab”
The campaign also includes a consumer engagement activity called “Travel Confidently with Grab.” This activity encourages local travelers to go traveling and share photographs of their travel experiences in Thailand on GrabTH’s Official Facebook page using the campaign’s hashtag. Participants have a chance to win a round-trip to Phuket for two people and a two-night accommodation worth THB 50,000 in total, as well as other prizes such as a SmartWatch, travel luggage, and discounts from Grab services. The activity runs from June 5 to 30, 2023. Additionally, Grab offers discounts for various Grab services by using promo codes.
Conclusion
The “Amazing Thailand, Travel Confidently with Grab” campaign is a collaboration between Grab Thailand and the Tourism Authority of Thailand (TAT) to promote Thai tourism and provide confidence to both local and foreign tourists. The campaign includes the launch of the Grab & Go tourist guidebook, the development of an online training course for Grab driver-partners to become “Super Hosts,” and a consumer engagement activity to win prizes and discounts from Grab services. With these initiatives, Grab and TAT aim to enhance the travel experiences of tourists in Thailand and contribute to the recovery and growth of the Thai tourism industry.
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