The Tourism Authority of Thailand (TAT) has launched the campaign ‘The Hunt for Amazing Cultures’ using an online game to connect players worldwide and showcase Thai soft power, culture, and beliefs.
The aim is to engage Gen Z, Gen Alpha, and Digital Native groups, who represent promising future traveler groups and to transition players from the virtual world of gaming to real travellers to experience Thailand.
To achieve this goal, TAT has partnered with Yggdrazil Group, the developer of the popular game series “Home Sweet Home,” and Ogilvy (Thailand) to introduce “The Hunt for Amazing Cultures” campaign, running from June 1 to August 15.
This campaign aims to link global players together through the adventure game “Home Sweet Home,” developed by Thai creators. The game features various tourist destinations, beliefs, folklore, amulets, leading players on a journey to explore Thai culture, beliefs, superstitions, and local traditions. Participants will solve puzzles to earn different rewards.
TAT will support the production and promotion of in-game content related to soft power and Thai tourism is seamlessly integrated into the game. This includes character customization with traditional Thai attire, accessories, weaponry, special abilities, and items related to Thai cultural heritage and superstitions.
The game will provide players with virtual travel experience, showcasing attractions from all five regions of Thailand, such as the Phimai historical park in Nakhon Ratchasima, Khum Khun Phaen (Khun Phaen House in Suphan Buri, Hala Bala forest in Yala and more.
Having received more than 800,000 downloads globally, an in-game survey revealed that the majority of players showed a keen interest in Thailand’s national parks, while one in three expressed fondness for Thai street food and cultural festivals, particularly Songkran, the Thai New Year festival.
TAT expects to attract more than 500,000 participants in the campaign and generate awareness of Thai tourism among at least 900,000 people. (TNA)
