Niche market focus for TAT market in Belgium

BANGKOK - The Tourism Authority of Thailand (TAT) is to step up its niche-market promotions in Belgium in the last quarter of 2014 and early 2015 as part of efforts to boost visitor arrivals from some of the best-performing source markets in Europe.

Home to the headquarters of the European Union, Belgium generated 59,074 visitors in January-August 2014, up 3% over the same period of 2013. It was one of a number of European countries that reported a growth in arrivals.

Mrs. Juthaporn Rerngronasa, TAT Deputy Governor for International Marketing (Europe, Africa, Middle East and Americas) said, “Belgium is a good example of a source market that has done well in 2014. It is therefore very important for us to continue to work with our friends and supporters in the travel trade to maintain the momentum over the rest of 2014 and early 2015.”

TAT will highlight its new theme, “Discover Thainess 2015” and invite leading Belgian media to visit Thailand and do articles on a broad range of topics to promote specifically health and wellness, golf and ecotourism, all of which are considered in line with Belgian demographic trends and lifestyle.

One influential magazine for the health and wellness sector in Belgium is Phycologies, which has a circulation of 70,000 and a readership of 275,410, mainly high-income executives. A number of its writers and photographers will be invited to visit Thailand and experience some of the best health and wellness products.

The female market will also be targeted by inviting the editor of the popular Elle magazine, which has a circulation of 80,000 copies and a readership of 395,323. The editor’s visit, planned for November 2014, will focus on the theme topic “10 Years Younger” and include coverage of Thailand’s traditional way of life in the emerging “Unseen Destinations”.

A fashion shoot is being planned for March 2015 by models and professional photographers against a backdrop of ecotourism activities; such as, rafting, cliff climbing and cycling.

A third publication on the invite-list is Cine Tele, a TV entertainment magazine, which has a circulation of 272,084 copies and a readership of 1,491,860 readers. TAT will fly in a well-known Belgian TV host Mrs. Emilie Dupuis along with a popular hairstylist Mr. Jeremy Velkenners to do special stories on beauty and wellness. Visuals to accompany the article will be shot by Belgian professional photographer Mr. Jean Michael Clajot.

Between 29 September – 2 October 2014, TAT will organise the “Amazing Thailand Road Show to France and the Benelux Countries 2014”. The Thai contingent will comprise of 21 hotel and resorts, three travel agents and tour operators, and two airlines to network with about 100 representatives of Belgian tour operators and travel agencies.

TAT has also invited as special guests Mr. Robrecht Willaert, owner and executive editor of Travel Magazine and Mr. Jan van Durme, Executive of 7 Plus, a travel agent offering package tours for high-end customers and culture-lovers.

This Amazing Thailand Road Show will be organised at the Square Brussels Meeting Centre in Brussels.

Mrs. Juthaporn said, “These roadshows and marketing activities are being organised entirely in line with the strategy for 2015, which is to focus on niche markets with potential for long-stay and high expenditure.”

sourced:traveldailynews.asia