MAP: Recover lost ground

Tourism Authority of Thailand says it will concentrate on recovering lost business in Asia/Pacific and expanding promotions to secondary and emerging markets.
The two-pronged strategy was outlined during the TAT’s Marketing Action Plan 2015 presentation to the travel industry on Monday.
TAT governor, Thawatchai Arunyik, told the travel industry that Thailand would target 28.9 million foreign visitors next year up 10% on this year’s projection of about 26.3 million foreign tourists, while the 2015 target for foreign-exchange revenue was THB1.4 trillion or an increase of 15%.
Of the THB1.4 trillion target, THB747 billion or 53.3% should come from Asia, followed by THB650 billion or 46.5% from Europe and the rest from other markets.
Mr Thawatchai said: “I am very optimistic for the Thai tourism outlook in 2015…I do hope to achieve the tourism revenue target of THB2.2 trillion. (includes domestic tourism revenue) We will evaluate the target every three months.”
TAT outlined two major strategies to recover from this year’s losses.
It will fire up a campaign to win back business from East Asia, South Asia, ASEAN, the South Pacific and the Middle East. TAT will also tap potential in secondary cities in China such as Xiamen, Wuhan, Xian and Changchun.
Emerging, or new markets will drive another campaign focusing on Jordan, Egypt, and Lebanon in addition to existing growth markets– China, Japan, Taiwan, Vietnam, Philippines, and Australia.
Within those markets TAT will tap, family, new generation executives and company directors, female office staff who have high spending potential and buy lifestyle products focused on fashion, health, beauty, and Thai cuisine.
TAT will also set up strategies to draw big spenders from second-tier cities in Europe such as Lyon, Marseille, and Nice in the south of France; Stuttgart, Hamburg, Munich and Leizig in Germany; Bermingham, Manchester, New Castle, Glasgow, Edinburg in the United Kingdom; and Morocco, Algeria and Tunisia in North Africa.
Other emerging long-haul markets are identified as Morocco, Brazil and Chile, while renewed efforts will be made to revive travel from Poland, Hungary, Belgium and the Czech Republic.
Joint promotion and cooperation with tour operators should bring back business from the Asian market. Roadshows and product briefings are planned for Europe, South Africa and North and South America.
The TAT governor added: “TAT will hold roadshows in these countries and will work with airlines and hotels. Our targets are high-spend visitors such as honeymooners and health-conscious tourists.”
TAT will maintain its traditional markets such as Britain and Germany where a Thailand Fan Club has more than 100,000 members. (No details of how private sector companies can contact club members).
On the international front, a new global tagline, “Amazing Thailand: Happiness Within” will also be launched targetted at both first-time and repeat visitors to experience the “Thai Way of Happiness” and then make use of social media to pass on their experiences to their families, friends and colleagues.
Tourism Council of Thailand president, Piyaman Techapaibul, said the TAT tourism target in 2015 is achievable due to an improvement of political stability.
Association of Thai Travel Agents president, Sisdivachr Cheewarattanaporn, added that to reach the THB2.2 trillion revenue target was a big challenge and needed strong policy and action.
“THB2.2 trillion is high however it may be possible if we start to accelerate the establishment of a government to build confidence.”
However, the travel agency association president did suggest that China was the first market where confidence needed to be recovered.
For the 2015 fiscal year, TAT has been allocated THB6,546.884 million to stimulate tourism, which is an increase of THB424.895 million, or 6.94% over THB6,122.034 million allocated in its 2013 fiscal year budget.

Sourced: ttrweekly