Bangkok, July, 2011 — The Tourism Authority of Thailand (TAT) has approved a strategic plan to drive tourism growth in an era of unprecedented change in the global operating environment and regular occurrences of unpredictable external factors.Also agreed at the TAT’s annual Marketing Action Plan 2012 (MAP) meeting held between 23-26 June 2011 was a marketing plan that will take advantage of emerging opportunities in a world of changing demographics and technological innovation.
According to Tourism Authority of Thailand Governor Mr Suraphon Svetasreni, “Responding to constant and incessant change has become our biggest challenge. As the country’s primary tourism marketing agency responsible for driving growth in one of Thailand’s most important socio-economic sectors, we spent the entire meeting trying to identify ways of ensuring an effective and efficient marketing plan.”
He said the TAT has set a 2012 target of 19.5 million international tourist arrivals, generating approximate revenue of 760 billion Baht (24.85 billion USD) increasing around 9 per cent above 2011. The target for domestic tourism is 93 million trips with revenue of 453 billion Baht (14.70 billion USD).
For the year 2012, TAT will still use the successful “Amazing Thailand Always Amazes You” theme, to build up the country’s strong brand and positioning as a destination that offers a unique culture, a wide variety of experiences to visitors and to reinforce the many aspects of “Thainess” that are so appealing to visitors from all over the world.
After discussing ways to adapt and adjust the plans in accordance with changes in the underlying conditions and the frequent occurrence of global and local crises, the six strategies were identified as thus:
1) Promote balanced tourism in various dimensions, 2) generate sustainable growth for tourism income, 3) strengthen and sharpen Thailand’s brand image, 4) develop tourism in line with a creative economy, 5) develop stronger and more effective partnership networks, and 6) optimize internal management.
Under the broad strategic umbrella, the TAT has identified eight specific marketing opportunities: 1) Expanding the high-income market, 2) expanding niche customer-segments, 3) encouraging repeat travellers, 4) attracting new markets, 5) helping potential partners with win-win projects, 6) enhancing use of IT media applications, 7) helping products and services to attract quality tourists, and 8) increasing the capacity of industry stakeholders to deal with change and tap new opportunities.
Some of the specific activities that will be carried out to achieve these plans include the following:
- Expanding niche markets: Create awareness amongst and offer products to niche market customer segments; such as, honeymooners in the European market, couples seeking romance in the Asian market, and the health and wellness sector in the American market.
- Attracting new markets: Expand the number of first-time travellers to Thailand in both the traditional and emerging source market countries. This will include the expanding female workforce in the Asian markets and the senior citizens group in Europe and America.
- Using IT media applications: Optimise the use of digital media to reach customers at any time and any place. The TAT will use digital media to reach and develop more powerful relationships among Thailand’s brand and customers. In addition to the consumers, B2B online activities will also be stepped up to bring buyers together with sellers.
- Stimulating domestic travel: Actuate the concept of travel with a “New Heart for a Sustainable Thailand”. The TAT hopes to shift the perception of Thai travellers and tourism owners and operators alike to a new awareness that will lead to sustainable tourism. The core tourism values that the TAT aims to build are to get domestic travellers to better appreciate Thailand’s culture, environment and heritage.
- Stimulating intra-regional travel: Expand the traditional channels of distribution into more online media that will help promote travel between the various regions and sub-regions; such as, ASEAN Economic Community (AEC) using Thailand as a hub.
- Organising activities to encourage better care and preservation of tourist attractions: To appeal to the growing market of environmentally-conscious travellers, the TAT will undertake campaigns to enhance the environmental sustainability of a number of rapidly growing destinations; such as, Koh Samui and various provinces in North and Northeast Thailand.
- Create activities for educational travel: This will focus on the learning experience of visiting Thailand’s historical spots; such as, the ancient kingdom of Ayutthaya, environmental spots like the mangrove forest in Chanthaburi province, prehistoric spots in Kalasin and Khon Kaen provinces, and cultural events; such as, the “International Candle Festival” in Ubon Ratchathani.
This year, domestic tourism will be a major focus of attention with stepped-up efforts to enhance the fun and appeal of travelling within the country. This will involve boosting the image of domestic travel, organising specific activities to promote it, publicising the many new emerging products and services that deliver value for money, and using domestic travel as a means of building national identity.
Mr Suraphon said, “In spite of all the changes taking place globally, the TAT still has many opportunities to increase visitor arrivals. We can see many positive factors; such as, continuing economic growth in many countries particularly in this region, the positive effect of people who do not cancel their travel plans but merely change their destinations in the event of unpredictable natural phenomena, and the progressive liberalisation of economic growth and transportation in the ASEAN region.
“In addition, Thailand continues to have a number of unique selling points in terms of a variety of tourist attractions, as a shopping paradise and for online marketing. These factors will help us to reach our targets.”
Mr Suraphon also said he was optimistic that the national elections in Thailand would generate a positive impact. “We are grateful to the private sector industry associations for inviting the Thai political parties to present their ideas and policies on tourism promotion. This was of immense help because it allowed all the political parties realise the importance of tourism for nationwide social and economic development.
“I am confident that no matter which government is formed after the elections, the importance of tourism will remain a vital part of any future national development platform.”
