By Butterbear, a beloved mascot in Thailand, is set to play a pivotal role in boosting Thai tourism by targeting at least 10% of its one million Chinese fans. The Tourism Authority of Thailand (TAT) has launched a campaign featuring Butterbear to attract Chinese tourists, aiming to draw eight million arrivals from the Chinese outbound market this year. The campaign, which will run for three to six months starting in August, includes promotional videos and activities showcasing Butterbear at famous tourist sites and engaging in local experiences.
Butterbear, known for its charming dance performances and engaging personality, has become an internet sensation in Thailand. Every weekend, both local and international tourists flock to the Butterbear store at the EmSphere shopping mall in Bangkok to watch the bear’s performances and queue for photos. The mascot’s popularity has caught the attention of luxury brands like Gucci, which recently invited Butterbear to visit its exhibition.
The TAT’s campaign leverages Butterbear’s growing fanbase to inspire travel to Thailand. The promotional activities will feature Butterbear visiting iconic locations such as the Temple of Dawn and Song Wat, participating in shopping and dining experiences, and engaging in various cultural activities. By showcasing these experiences, the campaign aims to create travel motivation among Chinese tourists, encouraging them to explore Thailand’s rich cultural heritage and vibrant lifestyle.
Prime Minister Srettha Thavisin has praised Butterbear on social media, calling the mascot an inspirational figure that could encourage travel to Thailand. The TAT hopes that Butterbear’s charm and popularity will resonate with Chinese tourists, helping to achieve the target of eight million arrivals from China this year.
Targeting the Chinese Market
The Chinese outbound market is a significant focus for the TAT, with an estimated 130 million Chinese tourists expected to travel abroad this year. In 2019, nearly 11 million Chinese tourists visited Thailand, making it one of the top destinations for Chinese travelers. The TAT aims to capitalize on this trend by targeting 10% of Butterbear’s one million Chinese fans, translating to a substantial number of potential visitors.
The campaign aligns with a trend in the Chinese market, where female tourists accounted for 69% of customized outbound tours in 2023. By engaging Butterbear in activities that appeal to this demographic, the TAT hopes to attract a significant portion of Chinese tourists. The campaign will also include promotions and lucky draws to further entice visitors and enhance their travel experience.
Nithee Sriprae, TAT Deputy Governor of Marketing Communications, emphasized the importance of creating travel motivation through engaging and relatable content. By featuring Butterbear in various activities and locations, the campaign aims to showcase the diverse experiences Thailand has to offer, from cultural landmarks to modern shopping and dining venues.
Expected Impact on Thai Tourism
The introduction of Butterbear as a tourism ambassador is expected to have a positive impact on Thai tourism. The campaign’s focus on engaging content and interactive experiences is designed to attract a wide audience, from families to young travelers. By leveraging Butterbear’s popularity, the TAT aims to boost tourist arrivals and support the local economy.
The campaign also highlights the importance of innovative marketing strategies in the tourism industry. By using a popular mascot to promote travel, the TAT is tapping into the power of social media and digital engagement to reach a broader audience. This approach not only enhances the visibility of Thailand as a tourist destination but also creates a memorable and enjoyable experience for visitors.
The success of the Butterbear campaign could set a precedent for future tourism promotions in Thailand. By combining cultural heritage with modern marketing techniques, the TAT aims to create a sustainable and dynamic tourism industry that can adapt to changing market trends and preferences. The campaign’s success will be closely monitored, with the potential for similar initiatives in the future to further boost Thai tourism.