The Tourism Authority of Thailand (TAT), with its Nordic headquarters in Stockholm, has appointed Patsalin Swetarat as its new director, responsible for promoting Thailand as a travel destination in the Nordic and Baltic countries. The appointment is part of TAT\u2019s new global strategy for 2026, where the focus in marketing going forward is on value rather than volume.<\/p>\n\n\n\n
Patsalin Swetarat takes up the role with extensive experience in the travel and tourism industry and destination marketing, both from national and international TAT offices, including in Sukhothai, Trat, Singapore and Chiang Mai. Throughout her career, she has worked dedicatedly to promoting Thai tourism in line with government guidelines \u2013 with a focus on moving from quantity to quality, creating meaningful and memorable experiences and developing more sustainable tourism. In her new role, she will lead TAT\u2019s strategic marketing efforts, strengthen collaboration with the industry and inspire travelers from the Nordic and Baltic countries to discover the many sides of Thailand \u2013 from idyllic beaches and world-class wellness to authentic cultural experiences and vibrant city life. \u2013 I am very pleased to be stationed in Sweden and be given responsibility for the Nordic and Baltic markets as part of my assignment, says Patsalin Swetarat. The appointment comes at a crucial time for Thailand\u2019s tourism, as the number of Nordic tourists in the country continues to increase. Nordic travelers are known for their keen interest in sustainable travel, nature and authentic experiences. \u201dOur goal is to showcase the \u201dnew Thailand\u2019 as a destination where value and quality are present at all levels. In the Nordic and Baltic markets, we want to inspire both first-time travelers and returning guests by showing that Thailand is a country where you can experience stunning nature and authentic culture without compromising on the ambition to travel sustainably,\u201d she says. \u201cMy personal motto is to stay humble, work hard and make things happen, because I believe that true success comes from perseverance, humility and determination,\u201d concludes Patsalin Swetarat.\u00a0<\/p>\n\n\n\n
New strategy for 2026: value over volume<\/strong><\/p>\n\n\n\n TAT recently launched its 2026 global strategy under the theme \u201dValue is the New Volume\u201d. Despite the challenges facing global tourism in recent years, Thailand remains one of the world\u2019s leading destinations, welcoming more than 35.5 million international visitors in 2024, of which over 500,000 were from the Nordic region. With a clear focus on quality over quantity, TAT\u2019s 2026 strategy goes beyond simply rebuilding Thailand\u2019s tourism industry after the pandemic. The goal is to create a more balanced, robust and experience-driven tourism economy. The strategy is based on prioritizing value over volume through more targeted marketing and a deeper understanding of different travel segments, balancing tourism across regions and seasons, promoting creative and thematic tourism with tailored niche experiences that engage different target groups, and integrating sustainability as a measurable standard across the sector.<\/p>","protected":false},"excerpt":{"rendered":" Thailands turistmyndighet, Tourism Authority of Thailand (TAT), med nordiskt huvudkontor i Stockholm, har utsett Patsalin Swetarat till ny direkt\u00f6r med ansvar f\u00f6r att fr\u00e4mja Thailand som resm\u00e5l i de nordiska och baltiska l\u00e4nderna. Utn\u00e4mningen \u00e4r en del av TAT:s nya globala strategi f\u00f6r 2026, d\u00e4r fokus i marknadsf\u00f6ringen fram\u00f6ver ligger p\u00e5 v\u00e4rde snarare \u00e4n volym. […]<\/p>\n","protected":false},"author":25,"featured_media":300976,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4094,184],"tags":[6177,1801,117,426,6176,155],"class_list":["post-300975","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ny-pa-jobbet","category-turism","tag-baltik","tag-norden","tag-resa","tag-thailand","tag-tourism-authority-of-thailand","tag-turism"],"acf":[],"yoast_head":"\n