Amazing Thailand Mobile Application

The Tourism Authority of Thailand (TAT) introduces the "Amazing Thailand" mobile application run on the hit platforms of iPhone, Blackberry, Android, and popular devices; such as, iPad and iPod Touch. This emphasizes the success of promoting tourism through online marketing to raise the organisation?s profile in the digital world, and at the same time revealing its digital marketing strategy in the year 2011.

Mr. Suraphon Svetasreni, Governor of TAT said "We introduced the "Amazing Thailand" mobile application because of our success in promoting tourism through the online market to catch up to the digital world by using digital marketing and social media marketing." At present, "Amazing Thailand" has more than 120,000 fans on its Facebook fan page which is ranked one of the top 3 tourism promotion organizations of the world and Twitter @ThailandFanClub for foreign tourists and @Go2Thailand for Thai travellers.

Mr. Suraphon remarked that TAT has developed the "Amazing Thailand" mobile application which is a way to increase a channel to promote Thailand's tourism to more than 300 million potential target users worldwide. Moreover, this can make the most of the information in the TAT website, increase tourist databases, fans and followers in social media, and support new marketing campaigns through TAT mobile applications in the future.

The three highlights of the "Amazing Thailand" mobile application are :

1. Various Contents - there are more than 10,000 pieces of information about tourism in Thailand mainly on the 'Destination' and 'Events' menus. The destination menu highlights top 10 destinations and shows another 89 destinations throughout Thailand. Each destination guide consists of how to get there, where to go, where to stay, where to eat, and shopping. The events section gives information about events and festivals in Thailand, ordered by month.

2. Geo-Localization Search - searching for the destination on a mobile map by using GPS technology in the smart phone which tourists can search for nearby tourist attractions and the search results can be displayed on the map. Moreover there is a 'Search' menu for tourists to search by using a keyword.

3. User Experience - tourists can share their travel experiences on mobile phones via social networks i.e Facebook and Twitter or by e-mail.

There is speculation that business travellers will be the first to use this application through smart phones and leisure travellers will increase their use of the service in the future.

For the future development of the "Amazing Thailand" mobile application, it will be done in every platform and device popular among tourists. TAT will focus on the ease of use, a variety of information to match with each group of users in important niche markets; such as, wedding and diving. Furthermore, features; such as, a review and rating, personal travel plan, flights schedules, hotel reservations, real-time real-location promotion al activities, and check-in will also be developed in the near future.

All in all, these are important steps for TAT to raise the organisation's profile in the digital world and respond to tourists' behaviour and change in technology to promote and support tourism in Thailand.