Name: Ms. Jittima Sukpalin
Title: Executive Director, The Americas Region Department
Company, city: Tourism Authority of Thailand; Bangkok, Thailand
Number of employees: 30
Recent project: Destination Wedding Planner Congress in Phuket, May 2017; Thailand Travel Mart+ 2017 in Chiang Mai
First Job: Marketing officer, marketing publicity division, marketing services department
Little-known fact about you: Apart from expertise in marketing, I have experience in marketing communications of more than 15 years.
Your Business
What innovations/initiatives do you foresee in the industry over the next years? As we cover the vast geographical area of Canada, the United States and Latin America, social media will help present our country to potential targets. Influencers and bloggers will play a significant role in tourism. Millennials, one-third of the U.S. population, will be an important segment, as they are willing to learn and experience new aspects of life during their journeys, ready to take a longhaul trip to the ASEAN region and Thailand, and can be solo travelers. Online media and technology have a lot of impact on them.
Best career advice you’ve received: Always be hungry for knowledge, especially new trends and technologies.
What advice would you give someone starting out in the field? Don’t stop thinking outside the box. Everything is possible.
Jittima Sukpalin as a Traveler
Favorite travel memory or story: Seeing the pyramids in Egypt 25 years ago, I realized humans are capable of creating such a great civilization and changing the world.
One travel tip you cannot live without: Don’t choose the last late flight of the day because if the flight is delayed or canceled, you will have to stay overnight.
Best advice for business travelers: Always share information with your team so that when anything happens to anyone in the group, the rest of the team can continue their business trip.
About Tourism Authority of Thailand
What can premium travelers expect from a visit to Thailand? Thailand offers a diversity of highquality products. Premium travelers can stay in luxury accommodations on a mountainous hilltop in the north, private resorts by the southern and eastern beaches, modern skyscraper hotels in Bangkok or a boutique local experience in our 12 hidden gem towns. Beaches and the warm sea are available year-round, as we have two coasts: the Andaman Sea and the Gulf of Thailand.
Visitors can explore a wide range of gastronomic delicacies, from exciting street food to fine-dining restaurants, award-winning restaurants and celebrity chef events. Visitors enjoy diving; taking a hot air balloon ride; sunbathing on private beaches or swimming in a saltwater infinity pool; cliff climbing and whitewater rafting in the jungle; pampering with a Thai spa and massage; learning about Thai cooking, muay Thai or how to be a mahout; and shopping at the Chatuchak weekend market or at a mega shopping center in Bangkok.
What events in Thailand can visitors look forward to in 2018? I invite visitors to join the Thailand Tourism Festival 2018 running Jan. 17–21, 2018, at Lumpini Park in Bangkok. You will feel as if you are traveling throughout our country and experiencing the best of each region. Famous local food and products of each zone will be presented from noon to 10 p.m., and there will be processions and musical performances. This fun event is free and open for everyone.
Visitors won’t want to miss the annual Loi Krathong Festival (Nov. 23, 2018), when people head to rivers and ponds to launch candlelit floats to pay respect to the water spirits to thank them for their bounty and apologize to the waterways for polluting them.
What are the can’t-miss activities and sights in Thailand? In 2018 we launch the theme “Amazing Thai Taste” to motivate foodies to explore Thai-ness through our diverse food. Visitors can even take a cooking class to be more sophisticated in Thai cuisine.
In July 2017 CNN Travel readers listed seven Thai dishes among the World’s 50 Best Foods. This year, TAT partnered with Michelin Travel Partner to publish a Michelin Guide Bangkok as well as with Gault & Millau to publish a bilingual Thailand guidebook. In May 2018 Thailand will host the UNWTO Conference on Gastronomy Tourism.
Read This Next
Pernod
December 2017
Dec 1, 2017All Reads on This Topic
Read Them All
Introducing
FX Excursions
FX Excursions offers the chance for once-in-a-lifetime experiences in destinations around the world.
#globility
Insta FeedDaily
Apr 21, 2026MICE Offerings in Greater Palm Springs to Put on Your Radar
Greater Palm Springs, California, offers meeting and event planners an excellent variety of MICE offerings, including fabulous hotels, unique venues and group excursions.
Sponsored Content
How To Enhance Your Mental and Emotional Wellness on the Road
Prioritizing Mental and Emotional Wellness While Traveling for Business Business travel opens doors to professional growth and new experiences — but a demanding schedule, time away from home and work pressures can affect mental wellness. According to a 2024 Gallup study, with more than half of the global workforce reporting disengagement, supporting wellness on the road is more important than ever. Below are practical ways to stay balanced and energized during business trips.
Daily
Apr 21, 20265 Mother’s Day Gift Ideas for 2026
Mother’s Day will be here before you know it! Treat your mother to a thoughtful gift. Whether she loves a day at the beach, a crisp cocktail, or even a chic new accessory for days and nights out on the town, we’ve got you covered:
Airlines
Apr 20, 2026Air New Zealand Announces Economy Skynest
Air New Zealand gives long-haul travelers a new economy-class experience with its Economy Skynest concept. Economy and premium economy passengers will be able to book the service, offered in four-hour sessions. To start, there will be two sessions available per flight. Initial service will operate on the airline’s New York (JFK)–Auckland (AKL) route.
Sponsored Content
Gorilla Forest Lodge, An A&K Sanctuary, Reopens After Stunning Transformation
Gorilla Forest Lodge offers an unrivaled base for encountering mountain gorillas. The lodge's location inside Bwindi Impenetrable National Park’s gates means guests are never far from these magnificent creatures, with gorillas occasionally wandering onto the property itself.
Daily
Apr 20, 2026How to Experience Slow Travel in South Africa’s Great Karoo and Camdeboo National Park
Prefer not to hurry? We get it. In South Africa’s Great Karoo, the historic town of Robert Sobukwe (formerly Graaff-Reinet) is a great place to embrace the concept of slow, immersive travel. Here, Camdeboo National Park surrounds the town and nearby Sneeuberg Mountains, providing a multitude of trails ranging from easy botanical walks to challenging ascents at altitude. Distinguished by a landscape of expansive, semi-arid plains and colossal natural volcanic columns comprised of igneous lava, this region has earned the name Land of Great Thirst.
Michelin Guide Expands to Cleveland, Ohio
Daily
Apr 20, 2026JW Marriott Atlanta Downtown Opens This Spring
April 2026
Apr 19, 2026Daily
Apr 17, 2026The Rise of Destination Hotels: 3 Luxurious Stays Worth a Visit
Booking a hotel typically comes after picking a destination. Some travelers treat it as a second thought or just a place to sleep. According to vacation platform Wander, however, more travelers are planning trips around a single property or hotel instead of the destination. So, we’ve rounded up three hotels around the world that serve as a destination in and of themselves.
Sponsored Content
26 Unforgettable Luxuries Across the Island of Ireland in 2026
From dramatic coastlines and ancient sites to lively festivals and hidden gems, the island of Ireland offers unforgettable experiences year-round. Whether visiting for the first time or returning for more, this list will guide you through both classic favorites and underrated treasures.
Daily
Apr 17, 2026Hilton Introduces Hilton AI Planner
Hilton recently announced its new Hilton AI Planner, a generative AI–powered digital concierge to help travelers explore the company’s hotels and plan stays. Hilton AI Planner, now in beta testing at hilton.com, uses conversational intelligence to help travelers navigate every stage of the shopping journey, from identifying the right destination, comparing properties or exploring amenities using real‑time responses and curated recommendations. The tool initially launches to a small pool of site traffic on hilton.com before expanding to more users as it evolves.
ShareThis