Real estate developer Central Pattana Plc (CPN) is joining hands with more than 20 partners in allocating 400 million baht for its summer promotional campaign for Songkran.
The campaign is expected to stimulate cash flow of 2 billion baht in the second quarter of this year.
CPN has teamed up with the public and private sector to create the "Tourism's Big Wave" campaign to spur both tourism and the economy.
Under the summer campaign, the company will highlight Songkran as one of the world's best festivals that people around the world are eager to visit.
"Since the easing of the pandemic, we have started to see positive signs of recovery from the tourism sector. Thailand is regarded as a top travel destination for tourists from around the world," said Nattakit Tangpoonsinthana, executive vice-president of marketing for CPN.
He said the company is spending 400 million baht to launch the "Summer & Songkran Festival" campaign.
More than 8 million tourists from China are expected to enter Thailand, including those for Mice (meetings, incentives, conferences and exhibitions) and individual travel groups, in addition to tourists from countries in Asia, both weekend travellers and short-haul tourists from countries such as Malaysia, Singapore, Vietnam, India, South Korea and Japan.
"We set a goal for tourism to rebound to 80% of the 2019 level, or roughly 25 million tourists visiting this year, representing 2.38 trillion baht in revenue from tourism," said Mr Nattakit.
Central malls nationwide are organising festive celebrations and have received positive feedback from both Thais and foreigners, he said.
"We are an important platform that is able to achieve a large cross-regional impact while having outstanding synergy with our partners and supporting government policies that help further achieve success," said Mr Nattakit.
CPN is pursuing a few strategies to promote its summer campaign, including creating a 360-degree experience to fulfil the needs of every generation, and forming lifestyle communities that cover fashion, food, art, sport, entertainment, travel, hobbies and culture.
The company also plans to support Chinese tourists this summer by joining hands for the first time with WeChatPay to provide special foreign exchange rates and tourist welcome packages.
The firm supports the government's "We Travel Together" hotel subsidy scheme in its fifth phase, which has helped to boost cross-regional domestic tourism.
CPN has also cooperated with the Culture Ministry on activities in each province to promote local identities and culture, to help complete the tourism ecosystem for various cities.
