Thailand’s new global tourism campaign, “Amazing Thailand: Happiness Within,” will be launched for visitors to experience the “Thai way of happiness.”

The campaign is part of the Tourism Authority of Thailand (TAT)’s marketing plan for the 2015 fiscal year, with special international events organized starting in October 2014.

According to TAT Governor Thawatchai Arunyik, the new marketing plan is targeting to generate an estimated 1.4 trillion baht in revenues from foreign tourists and 800 billion baht from domestic tourists. The core concepts will be to restore visitors’ confidence in Thailand by promoting Thai culture, happiness, and sustainability, as well as balanced and sustainable growth.

Read more: NNT