Travel Retail Highlights

King Power backs Tourism Authority of Thailand marketing campaign as Phuket reopens

In this section we report on the most eye-catching recent openings, launches and campaigns from across the world of travel retail (this and following pages), beginning with a destination marketing drive from King Power in Thailand.

King Power International Group (Thailand) is using its considerable global profile to back a government marketing campaign to encourage overseas visitors to return to Thailand. The retailer has launched the ‘King Power Phuket Sandbox: Shop Eat Play Stay Safe’ promotion in support of the return of tourism to the island of Phuket. The Tourism Authority of Thailand (TAT) has begun a campaign to welcome returning overseas tourists from 1 July, which the leading travel retailer is supporting with a series of discounts and promotions in its stores. Under the government’s ‘Phuket Sandbox’ programme, fully vaccinated tourists can enter Phuket without the need for quarantine but must stay in Phuket for at least 14 days and can then visit other destinations in Thailand. King Power Assistant Chief Operating Officer Apichet Srivaddhanaprabha said: “King Power Group is ready to help boost the country’s economy – which has faced a setback due to the COVID-19 situation – by focusing on tourism as a key strategy, as we can see in the launch of the ‘Phuket Sandbox’ project.

How King Power is backing the TAT tourism drive using its global reach, including through Leicester City FC

Apichet Srivaddhanaprabha

“King Power, as a private company, has constantly supported several national-level campaigns to promote Thai tourism, such as the ‘Thailand Smiles With You’ project which emphasises the unique Thai smile as a significant welcoming reference to Thailand in the minds of tourists. “Our recent contribution is participation in the tourism-boosting campaign ‘Phuket is now open’ under the ‘Amazing Thailand, Now even more Amazing’ initiative. The campaign highlights three football players of Leicester City FC, this year’s FA Cup champions and the fond memories of Phuket in different dimensions: food, culture and sightseeing. The video ‘Amazing Moments in Phuket’ which was broadcast globally as a kick off to attract targeted travellers to visit Phuket, is also part of the project.” King Power has reinforced key messages about the safety and hygiene of shopping in its stores, both at the airport and downtown. Staff members at all outlets are fully vaccinated according to tourist service protocols, and are trained to follow virus prevention measures. King Power said it aims “to stimulate tourists’ spending by offering attractive benefits and promotions across all stores, accentuating the image of Thailand as the ultimate shopping and dining paradise”. In the ‘King Power Phuket Sandbox: Shop Eat Play Stay Safe’ promotion, offers include:

  • Bt2,000 discount on participating products for a minimum spend of Bt6,000 at King Power’s main duty free shop in Phuket.
  • Bt1,000 discount coupon on purchases of duty free products where the net price is Bt3,000 or more, and a -20% discount when purchasing home delivery products on which the net price is Bt3,000 or more on King Power’s website and the King Power app.
  • Exclusive discount on Mahanakhon Skywalk entrance tickets. The weekday price (Monday to Friday) is reduced from Bt530 to Bt371 while weekend tickets (Saturday and Sunday) is reduced from Bt880 to Bt616 baht.
  • Special four day, three night accommodation package at Pullman King Power Bangkok. This includes Bt5,100 for a Deluxe Room Package, Bt8,100 for an Executive Room Package and Bt9,600 for a Suite Room Package.
  • 50% special discount per dish applicable at Ramayana restaurant King Power Phuket, or a -50% discount when purchasing a Bt500 cash card at Thai Taste Hub, King Power Rangnam and Mahanakhon Cube.

Destination marketing: Ensuring duty free shopping is one element in the visitor experience to Phuket

Also, from Monday to Friday throughout July at King Power Phuket, Thai visitors are offered a Bt2,000 discount applicable to the Bt6,000 minimum spending on participating products. Additionally, only on Saturday and Sunday, two discount coupons valued at Bt22,000 and Bt4,000 are on offer for the purchase of cosmetics and perfumes related to the amount spent. King Power said it stands ready “to support the government’s initiative in welcoming tourists to the island under the campaign Phuket Sandbox. We are confident in our preventive measures, especially at our stores that are following the ‘Safety Shopping’ policy at King Power, and the hygiene guideline King Power Care Power which is operated under the standard practice issued by the state to prevent the spread of COVID-19 [now] and in the future.”


The Moodie Davitt eZine Issue 298 | 6 July 2021

The Moodie Davitt eZine is published 15 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit and to subscribe, please e-mail

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