Tourism is a major economic contributor to the Kingdom of Thailand. Tourism can be seen as a positive and negative industry for countries. Estimates of tourism receipts directly contributing to the Thai GDP of 12 trillion baht range from 9 percent (one trillion baht) (2013) to 17.7 percent (2.53 trillion baht) in 2016.When in cluding indirect travel and tourism receipts, the 2014 total is estimated to have accounted for 19.3 percent (2.3 trillion baht) of Thailand’s GDP. The global average for tourism revenue is 9 percent of GDP. The Tourism Authority of Thailand (TAT) uses the slogan “Amazing Thailand” to promote Thailand internationally. In 2015, this was supplemented by a “Discover Thainess” campaign.