TAT set to crank up marketing to lure tourists

THE Tourism Authority of Thailand is gearing up marketing for Southeast Asia, India and Oceania to regain visitors after arrivals plunged 20-40 per cent during the political crisis. "For these regions, seven offices of TAT will develop marketing strategies, in-market activities, family trips, roadshows, or whatever they can do to lure them back to Thailand," Pichai Raktasinha, director for the Asean, South Asia and South Pacific market at TAT, said last week.

The 10 million visitors coming from these three regional markets represent 40 per cent of all arrivals. The top source markets are Malaysia, Singapore, Laos and India.

However, now that a new government has been formed, most markets are rebounding, although some remain hesitant.

TAT is aiming for 8.1 million visitors from Southeast Asia next year, which is up by 12 per cent from this year's target, while revenue is expected to rise 16 per cent to Bt225 billion.

TAT hopes to increase visitors from Oceania by 6 per cent to one million and revenue by 9 per cent to Bt74 billion next year, while visitors from South Asia are expected to rise by 9 per cent to 1.3 million and revenue by 12 per cent.

TAT will run a new national campaign called "Discover Thai-ness", which features seven groups of products to draw tourists from all over the world, as well as from these regions.

Although India was the strongest market during the political crisis, the TAT offices in New Delhi and Mumbai will continue attracting arrivals by inviting luxury operators in Thailand to join an upscale trade fair from October 10-17 in four major cities - New Delhi, Kolkata, Bangalore and Ahmedabad to seek high-end visitors. Tourists from South Asia spend about Bt6,000 per head per day while travelling in Thailand. They are claimed to be one of the biggest spenders in Asia.

In Indonesia, more tourists are expected to come to Thailand following the establishment of an office in Jakarta a few years ago. Operators from Thailand will be invited to join a roadshow to Jakarta, Medan and Surabaya this month. Last year, 600,000 Indonesians came here and their numbers are expected to improve to 657,000 next year.

Myanmar has no office yet, but TAT has been focusing on visitors, some of whom are seen as big spenders. It is also eyeing connecting passengers. About 100,000 tourists from Myanmar visited Thailand last year.

For Malaysia, three in-bound family trips are set for this and next month to Krabi, Samui and Chiang Mai in order to keep arrivals running at over one million.

For Australia and New Zealand, tourists will be encouraged to re-visit beaches and islands in the South. This year, TAT will look for high spenders by bringing operators to join the "Luxperience Mart" in Sydney from September 5-9.

Kanokkittika Kritwutikon, director of TAT's Singapore office, said about one million visitors came to Thailand last year. From January-July this year, the figure dropped by 21 per cent. However, TAT projects arrivals from Singapore to grow 16 per cent to 1.1 million next year from this year's target of 900,000.

La-iad Bungsrithong, president of the Thai Hotels Association's Northern Chapter, said Chiang Mai could attract tourists from neighbouring countries as it has a variety of products covering culture and tradition to natural beauty.

Last year, almost six million visitors travelled to the city through Chiang Mai International Airport. During the political crisis in Bangkok, hotels and related business enjoyed a windfall as many tourists avoided travelling to the capital. China is the biggest inbound market for Chiang Mai right now, replacing Japan and South Korea.

Jaison Yang, general manager of Manila-based Travel Warehouse Inc, believes that Chiang Mai could become the next destination for Filipinos after Bangkok and Pattaya. The northern city offers a full range of products - not only culture, but also shopping and local products.

Source The Nation