The Tourism Authority of Thailand (TAT) launched its 2015 Discover Thainess campaign in Bangkok yesterday, incorporating Thailand’s 12 national core values – among which are “the promotion and preservation of Thai traditions and culture” – with the aim to showcase the hospitable character of the Thai people and the many cultural assets of the country.

The essence of ‘Thainess’ consists of Thai culture, the Thai way of life and the Thai experience, all of which present a competitive advantage setting Thailand apart from other countries.

For generations, ‘Thainess’ has also helped solve problems and bring happiness to the Thai people.  They are remarkably resilient in their way of life under the “sanook’ (fun) and “mai pen rai” (don’t worry, be happy) attitudes to not get stressed and to be kind and hospitable towards others.  This characteristic deserves to be recognised and understood by foreigners too.

The “2015 Discover Thainess” parade was encapsulated in six spectacular processions, stretching some 3.5 kilometres through central Bangkok. Leading the opening parade was a 12-metre replica of the royal barge Supannahong, representing the power and glory of the Thai monarchy.

A second procession elaborately showcased some of the kingdom’s many regional festivals; such as, the New Year Songkran festival and alms-giving traditions from the North while other parades highlighted more vibrant elements of Thai culture like silk making, Thai cuisine, Muay Thai boxing and other fun and traditional activities the kingdom has to offer.

H.E. Kobkarn Wattanavrangkul, Thailand’s Minister of Tourism and Sports said, “The procession marks the beginning of a year of activities inviting tourists to celebrate and share in elements of “Thainess” throughout Thailand, including the 12 hidden gems, or provinces that are renowned for their unique history, culture and lifestyle, as well as the 22 best places to see beautiful flowers in the country.”

Whilst South African T.A.T. representative Lesley Simpson commented as follows “This marks the launch of a global strategy to help make ‘Thainess’ a worldwide brand. The campaign has been carefully thought through as it will characterise all Thai tourist magnets into seven distinctive themes and use different colours to distinguish them accordingly.  We look forward to launching this new campaign in the South African market and to grow the demand of this beautiful destination with so much to offer.’


Tourism Authority of Thailand is represented in South Africa by Lesley Simpson Communications.  For further information, contact them on Tel: +27 11 463 8622, Fax: +27 11 463 8196 or Email:




About The Tourism Authority of Thailand:

The Tourism Authority of Thailand (TAT) was established in 1960 by the Royal Thai Government to be specifically responsible for tourism promotion. In 1965, TAT opened its first overseas office in New York. Since then, TAT has established 21 offices in different parts of the world.

By |2015-01-28T17:59:43+00:00January 20th, 2015|Press Releases|Comments Off on ITS NEW ‘DISCOVER THAINESS’ DESTINATION MARKETING CAMPAIGN