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Strategies In Making A Tourism Campaign

699 words - 3 pages

Tourism sector had become the most fast-growing sector in economy in the world which contributes to nation’s development. According to study done by UN WTO in 2011, international tourist arrival increase 4.6% from 940 million in 2010 (Tourism Highlights, 2012). Malaysia also not being left out from the tourism sector economic boost as it became the country’s most rapid growing economic sectors, and as reported in The Star Online in 15 August 2013, in 2012 the tourism sectors contribute RM 60.6 billion with the number of tourist of 25.03 million (The Star, 2013). Also in Thailand, the tourism sector is also growing and statistic done by Tourism Authority of Thailand (TAT) in 2008 show that in 2007 the sector contributes about 547 782 million Thai baht or 11 billion Euro (Tourism Authority of Thailand, 2008). Both countries have very similar strategies to attract the tourist such as making a national tourism campaign and launching e-tourism in the internet.
The first strategy is making a tourism campaign such as making slogan or brand of the nation. Both of the countries have a memorable slogan to promote their tourism. The slogan is very important in promotion as it provides the main concept or impression of tourist of the countries and lead to a booming nation branding. ‘Malaysia: Truly Asia’, the brand that introduced in 1999 is now world widely recognised. According to Datuk Mukhriz Mahathir, Deputy Minister of International Trade and Industry at that time said that the brand has won over 25 international creative and marketing effectiveness awards (Datuk Mukhriz Mahathir, 2009). Thailand also has it slogan or nation’s brand, ‘Amazing Thailand’ which had been created in 1997 right after economic crisis.. Suraphon Svetasreni, the Governor of Tourism Authority of Thailand stated that the ‘Amazing Thailand’ brand is well-known and will keep on catching the interest of the tourists (Suraphon Svetasreni, 2011). The successful nation branding of both countries drove million of foreign tourist into the region Thus, by having a tourism campaign and having nation’s brand helps both...

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