TAT now firmly focused on quality tourism
The Tourism Authority of Thailand is slashing the 2008 tourist-arrival target from 20 million to 16 million as the country reverses its tactics, with mass markets being avoided as the TAT pursues “quality travellers” to avoid the “cheap-destination trap”.
TAT’s newly appointed governor Pornsiri Manoharn said the original target was too high and did not match the goal of becoming a leading world destination in terms of quality tourism, adding, “We have seen clear signs that we can move up, reflected through hotel room rates which have increased despite unfavourable factors”.
Lured by price maintenance, local people will be encouraged to help preserve the environment and offer tourists new destinations and one of Phornsiri’s goals is to entice tourists, locals and foreigners, to all parts of Thailand, not just prime destinations like Phuket, Pattaya, Samui and Chiang Mai.
She said, “Thailand started to market itself to the world about 40 years ago and as a small Asian country, it attracted visitors through mass advertising, resulting in a mixture of tourists, but the deteriorating environment has caused concerns about how Thailand will survive in the world’s thriving tourism industry with old destinations and low returns.”
Pornsiri said it was time to change the national strategy, saying “To pursue quality travellers, the TAT needs unique tactics to bring tourists from the regular target markets, while trying to explore new markets, particularly in the Middle East and Eastern Europe.” “At present, 65 per cent of tourists are from Asia Pacific.”
“The TAT will approach golfers and honeymooners in South Korea, female office staff and the elderly in Japan, and families in India.”
“Medical and health services are also to be used to attract Middle Eastern travellers.”
“Supporting the one-stop service approved by the Cabinet recently, film shooting will also be promoted and Pornsiri also sees it as necessary to market other Thai brands, saying Thailand had been recognised as top in terms of beaches but not in culture or attractions.”
“Culture, destinations and attractions are all Thai brands and our marketing tactics should not be limited with now most travellers in Asia looking for culture going to Luang Phrabang in Laos,” she said.
“We’re proud that 55% per cent of tourists are repeat visitors, but we need to impress tourists as word of mouth advertising is highly effective, because if they are impressed with Thailand, they tell four or five more people in their home country,” Pornsiri said, adding that Thailand was now competing with 170 countries in the world.
Driven by the new policy, the TAT decided to reintroduce the campaign “Amazing Thailand” to restate the intention to excite travellers with a greater variety of culture, destinations and attractions.
Pornsiri promised that though there would be no discounts, buyers would be offered greater value, for example, a full-rate hotel room with free spa service.
Report by The Mole
John Alwyn-Jones
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