Thailand expects to generate 2.41 trillion baht in tourism revenue this year, a 4.7% increase from an earlier target, in a bid to offset the export slowdown.
The higher revenue projection was concluded after Deputy Prime Minister Somkid Jatusripitak met with high-ranking officials of the Tourism Authority of Thailand (TAT).
TAT governor Yuthasak Supasorn and his team are confident the tourism industry will continue to grow and generate revenue of 2.41 trillion baht this year, up from an earlier forecast of 2.3 trillion.
At the meeting they said domestic tourism would be crucial to stimulating the sector, with the revenue target increased to 850 billion baht from 802 billion.
The revenue projection from foreign tourists remains unchanged at 1.56 trillion baht.
Mr Somkid said to boost domestic tourism, investment in the sector should rise to sustain long-term growth.
"The economic slowdown may be a good opportunity to develop the industry thanks to full government support that is focused on domestic tourism," he said.
Mr Somkid instructed the TAT and the Tourism and Sports Ministry to brainstorm with private tourism operators and related agencies.
The "Quick Win" campaign is aimed at increasing the frequency of travel by offering a lucky draw worth 1 million baht each month for Thai tourists travelling within the country. It will also offer a big reward each quarter.
The TAT is collaborating with tourism-related bodies such as the Thai Hotels Association to offer special discounts on hotel rooms.
Mr Yuthasak expects the campaign, set to be launched next month, will boost tourism revenue by at least 50 billion baht this year.
"We'll also have big events each quarter to boost tourism sentiment until year-end," he said.
Mr Somkid also has an idea to promote night-time tourism by lighting up temples and historic sites as well as pedestrian street markets.
Tourism is another sales channel for farm products and can increase employment to boost the economy.
Mr Somkid wants to attract more investment in tourism by offering special tax privileges for those investing in tourism and services. The Board of Investment is working on this plan.
Tourism and Sports Minister Kobkarn Wattanavrangkul said her ministry would promote sports along with community-based events and water tourism.
Asean members have potential to grow, particularly Cambodia, Laos, Myanmar and Vietnam, she said.
The ministry will ask international airlines to increase flight frequencies from neighbouring countries.
Mrs Kobkarn will meet with Airports of Thailand Plc about reducing landing fees for airlines.
"We hope the number of tourist arrivals from Asean members will be higher than the projection of 8.3 million this year," she said.