Thailand reworks strategies to lure visitors back
BANGKOK – The Tourism Authority of Thailand is ready to rewrite parts of its marketing and promotion strategy in a bid to revive visitor numbers.
Arrival figures for the first four months of 2009 show that the total of 3.2 million visitors to Thailand was down 19 percent compared to the same period last year.
The drop in numbers was not uniform across all source markets. Visitors from the Middle East in the first quarter 2009 increased 11.5 percent while visitors from South Asia rose 3.6 percent.
The numbers were revealed by Juthaporn Rerngronasa, TAT deputy governor for marketing communications, who was speaking at the launch of Thailand Tourism Market (TTM).
She said three key factors have contributed to the decline in tourist arrivals. “The global economic downturn, Thailand’s political situation and the H1N1 virus."
She said TAT was "proactively communicating to potential visitors to ensure their correct understanding of each factor".
TAT is adopting a horses-for-courses approach to the revival of its key markets.
The tourism body has identified four market clusters that will be targeted in different ways.
The Ready to Travel Group includes markets such as Scandinavia, Russia, the Middle East and India, which have not been influenced by the recently unstable political situation in Thailand.
The Returning Visitors Group, which includes Europe and the UK, are seen as markets with a strong affinity with Thailand but who are mindful of the uncertain political situation in the country, and are affected by tough economic times.
The Concerned Traveller Group includes China, Australia and Vietnam, a group with reservations about returning to Thailand until the political situation is finally resolved.
The last group, the Highly Sensitive Traveller, includes Japan, Korea and Taiwan.
These markets are regarded as the most sensitive to the political instability and will be targeted with customised marketing campaigns aimed at rebuilding confidence in Thailand.
TAT will also embark on roadshows to China, Korea, Taiwan, India and Dubai to reinforce Thailand’s reputation as a value-for-money destination.
By Ian Jarrett
Ian Jarrett
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