Revealed: Thailand tourism marketing plan

The eagerly-awaited Tourism Authority of Thailand (TAT) marketing briefing for the fiscal year 2005-2006 was held here at the SOFITEL Central Plaza Hotel on July 18.

Unveiled were the following products for the marketing action plan 2005-2006:

- Thai-ness and culture, especially religion and its practice
- Shopping in centers, such as Bangkok, Hat Yai, Phuket, Pattaya and Chiang Mai
- New beaches in Koh Chang, Koh Samui, and along the Andaman Sea
- Niche markets, such as diving, golf, women, youth, and health tourism
- Greater Mekong Sub-region (GMS) as a single destination, including China, Myanmar, Laos, Thailand, Cambodia and Vietnam
Emphasis will also be given to food, shopping items, and soft adventure tours. 

TAT officials pointed out that the nature of travel should be supported on all fronts to use the current strategies to position Thailand as a tourist destination through familiarization trips, hard sales/soft sales, trade fairs, advertising and campaigns geared to attract tourists in the low seasons. The increasing cost of living should be a point of awareness and will influence the inflation rate.

Mrs. Juthimas Siriwan, governor of TAT, via a video presentation heighlighted the ongoing “Happiness on Earth” campaign. She also emphasized the importance of the niche markets and announced the official target of 15 million tourist arrivals for the year 2006. 

To reach this ambitious target, the main markets of Japan, China and South Korea will be tapped, and charter flights into the newly-built Suvarnabhumi International Airport will he introduced in recognition of Australia and New Zealand as new markets.

The revival of the European market will depend on the post-tsunami situation in Phuket and the status of Thailand as “Gateway to Indochina,” the TAT governor said.

She also mentioned that Eastern Europe and Russia are new markets to focus on, and that the Middle East has the potential to become the crossroads of the world to connect to emerging markets in Africa. Putting the important market of North America aside, Mrs. Siriwan said there are also emerging markets in South America to tap in to. 

Mrs. Juthimas also unveiled the “Grand Invitation” campaign for 2006 to celebrate the 60-year (1946-2006) reign of King Bhumibol Adulyadej.  There will be 60 mega-events throughout the year to invite tourists from all over the world to come to Thailand.  The five faces of Thailand– north, northeast, east, central and south– will guarantee all the happiness on earth, the governor said. 

By Reinhard Hohler
BANGKOK, Thailand (eTurboNews)

July 25, 2005   Posted in: Thailand