According to the Tourism Authority of Thailand’s Enterprise Plan 2012 – 2016,the Tourism Authority of Thailand (TAT)’s strategic vision has been set to be an organisation of excellence at an international level in modern marketing that plays a vital role as the driving force of the country’s economy and society, with an aim to lead the organisation to an adaptive advantage for TAT to comprehensively cope with new challenges within the organisation, as well as, domestically and internationally. In addition, it is part of preparing for the realisation of the ASEAN Economic Community (AEC) by the end of 2015. In order to accomplish the Strategic Objective 1 of the Plan in which TAT has been positioned to become the Excellence Centre in tourism marketing, the concrete establishment of the TAT Academy and TAT Intelligence Centre has been targeted.
For the past five decades, TAT has incubated a database of know-how on tourism marketing and developed it with many leading scholars and academic institutions. It is now essential to make use of this to materialise TAT’s leadership in tourism and ensure a systematic transfer of knowledge through networking, research and innovation. In addition, the establishment of the TAT Academy is a preparation towards the realisation of the AEC 2015, as well as, enhancing tourism personnel and tourism market competitiveness in the ASEAN and global arena.
Vision, Mission, and Objectives
To be a leading academic centre in tourism marketing management by 2021.
Develop and disseminate the tourism marketing database to the public and private sectors, and civil society. This will contribute to adding value and comprehensively supplying required the goods and services to satisfy the needs of tourists.
Develop and accumulate a database and research on tourism marketing, as well as, deploy “Marketing intelligence” to support sustainable tourism marketing.
Enhance TAT personnel’s capacity as leaders in tourism marketing in accordance with the sustainable tourism practices.
To be Thailand’s leading academic centre in tourism marketing.
To spur synergy and integration with the government’s policy by raising the industry’s executives competitiveness.
To be TAT’s training school that produces TAT staff in compliance with the set core competency, with a strategic leadership mindset, and is widely accepted by peer professional opinion.
Position: Tourism Industry Influencer’s Shaper.
Regional and community tourism leaders.
Middle-level to top executives in the tourism industry and related businesses.
Middle-level to top executives in the public sector.
TAT Academy Establishment: This focuses on integrated planning and management that covers the TAT Academy’s establishment, collecting customers’ database,
CRM and CSR, training, collecting revenue, PR, as well as, marketing. The 4 strategies include:
TAT Academy’s establishment.
TAT Academy’s planning and management.
CRM and CSR.
PR and marketing.
Curriculum Development and Training: The related curriculum mainly includes an international tourism training programme for the general public and TAT personnel.
The marketing course for middle-level to top executives or Learning from Excellence Programme aims to familiarise various sectors on green and sustainable tourism.
The 2 strategies include:
Establishment of a regular training programme for TAT personnel.
Establishment of an international tourism training programme for the public.
Tourism Marketing Knowledge and Research Centre/Market Intelligence: This focuses on collecting and disseminating knowledge on the marketing database, as well as, academic and clinical research via a TAT review, academic journal, annual seminar, and symposium. The strategic plan aims at building bridges from global to national and regional knowledge to further enhance the tourism industry sustainably. The 3 strategies include:
Establishment of an academic and clinical research database.
Dissemination of knowledge and articles on tourism marketing.
Networking and Development of Tourism Marketing Knowledge: To develop and disseminate knowledge of the travel markets through academic networks and experts, both locally and nationally. In addition, support producing more marketing and tourism management lecturers. This is done via the strategy of developing academic networks.