The tourism Authority of Thailand or TAT organize a press conference at Queen Sirikit National Convention Center on July 8, 2013 to announce the Action plan for 2014 to the private sector as well as local and international media. For 2014 , TAT has set a target of 28 Million international tourists which will bring in the revenue of 1.3 trillion baht, More than 135 % for this year. This year, The core theme of Higher Revenue through Thainess will be emphized and implemented via marketing strategies. This concept will traget custormer segments to experience Thai way of life and Thai cluture.