Thailand Introduces Guidelines to Promote Tourism With '5Fs'

There's no stopping the Thai government in promoting its tourism full steam ahead this 2023.

Under the instruction of Prime Minister and Defense Minister General Prayut Chan-o-cha, all related government agencies must fast-track the promotion of the country's soft power through the "5Fs" to champion five Thai cultures in the international scene: food, film, fashion, fighting, and festival.

According to a press release by the Royal Thai Government on Jan. 23, the Tourism Authority of Thailand (TAT) has organised a lineup of events to meet its target of 25 million tourists by the end of 2023.

In line with the "5Fs," specifically food, 2023 will thus be declared the "Year of Thai Gastronomy." The "Bangkok International Food Festival" will also be organised sometime this year. For film, the agency will encourage tourists to visit famous film and drama series locations throughout the country with the "Film City Tour Package."

Those who love martial arts will love the planned "Amazing Muay Thai Festival 2023," which is happening this Feb. 6, at Rajabhakti Park, Hua Hin, Prachuab Kirikhan province. It is expected to garner around 3,500 participants and is foreseen to make the Guinness World Records.

Under festival, the TAT has planned a "Visit Thailand Festival Limited Edition" in the middle of the year. This event aims to feature Thailand's local traditions and local knowledge to tourists.

In 2022, the Thai government set a target of 10 million foreign tourists, but it was later projected by that the country would reach about 12 million to 16 million foreign visitors for the year. According to the TAT in August 2022, the country saw daily average arrivals of about 35,000 to 40,000 visitors. Domestic tourism also soared in Thailand, with Thai tourists taking 200 million trips across the country from January to October 2022.