Thailand needs to boost tourism marketing in China, India and Eastern Europe

By Satish G. | eTN Asia
As the Tourism Authority of Thailand (TAT) seeks to achieve a target of 13.8 million international arrivals in 2006 and 15 million in 2007, its been acknowledged that the government needs to boost tourism marketing in China, India and Eastern Europe to earn more revenue to offset a shortfall in revenue from 11 trading partners affected by higher oil prices, according to the Ministry of Finance's Fiscal Policy Office (FPO).

As per the recent study, about the economic trend of such 11 trading partners as the United States, Europe, Japan, China, South Korea, Taiwan, Hong Kong, Singapore, Indonesia, Malaysia and the Philippines in the second half of this year, economies of most traders had experienced a slowdown due to higher fuel prices, inflation hike and risks from the US and Chinese economic sluggishness and regional currency volatility. Thailand, as a comparable small economy with a higher ratio of exports and imports to the country’s gross domestic product (GDP), is highly subject to the global economic volatility.
 
"Should state agencies concerned accelerate promoting exports to such trading partners as Japan and China, where there are promising economic growth prospects, and boosting tourism marketing in China, India and Eastern Europe, Thailand is likely to earn more currency revenue," as per the information available. 
 
TAT has set its 2007 targets at 15 million international visitors and 82 million domestic trips, respectively generating estimated revenues of 547.5 billion baht and 377 billion baht.
 
Under the new Thailand Unforgettable slogan, the marketing activities will seek to accentuate Thailand's key strengths as a destination; Sun, Sand Sea; Modern and Traditional; Shopping, Dining and Golfing. Efforts will be directed at ensuring a good mix of source markets in terms of both customer segments and geographical distribution. Markets targeted for intensive promotions are mainly in Europe (UK, Scandinavia, France, Italy, Russia and Spain) and North East Asia (China, Japan, Korea, Hong Kong and Taiwan).  Short-haul markets where people are traveling for shorter periods but more frequently include Malaysia and Singapore.
 
Five new tourism products and services have been identified to cater to the needs of specific market segments; Classic Destinations, Emerging Destinations, Sport Activities, Trendy Products, and Special Product of the year.
 
Tourism Authority of Thailand (TAT) has launched its new e-marketing campaign, which includes phase two of Thailand's biggest online travel portal, www.ThailandHotDeal.com The portal has been designed to promote a wide variety of general and niche products at "hot" prices.
 
TAT governor Juthamas Siriwan said that the campaign would seek to achieve 200 million baht (US$5.3 million) in transactions from 20,000 online bookings on ThailandHotDeal.com between now and the end of August 2007. The first phase of ThailandHotDeal.com created 80 million baht of online transactions for the six Andaman provinces of Thailand in the seven months to April this year. Phase two features "hot" deals from hotels and tour operators throughout Thailand.
 
Within the countries, the e-marketing campaign will promote both mass-market travel products and target niche interest consumers such as "metrosexuals", single ladies, expatriates in Asia, and visitors interested in cosmetic surgery, spa, golf, diving, eco-adventures, or buying a second property in Thailand.

August 30, 2006   Posted in: Thailand