Thailand takes a more focused marketing approach: TTM

Thailand tourism is re-focusing its marketing strategy to attract niche market visitors through the new campaign, ‘Customise Your Experience’, according to Tourism Authority Thailand (TAT).

Addressing delegates at the Thailand media briefing held during the Thailand Travel Mart Plus (TTM+) 2012, deputy governor for international marketing Juthaporn Rerngronasa highlighted the importance of developing new marketing schemes.

“One of the reasons we chose the logo, ‘Customise Your Experience’ as this year’s marketing campaign is because we’re re-focusing our strategy to attract niche market visitors, creating a personalised holiday experience that’s truly unforgettable.”

Highlighted by royal projects, Thai cultural events, traditional celebrations and more, the new campaign aims to attract visitors from emerging markets including the Baltic’s, Latin America and South America.

“Our marketing strategy for 2012 will focus on enhancing Thailand’s brand image and promote sustainable tourism,” Ms Rerngronasa said.

“Through the utilisation of modern marketing concepts we will be able to enhance the experience of our visitors and continue to re-enforce concepts like value for money and generous hospitality.”

TTM+ 2012 is a major driver in stimulating support for Thailand’s tourism industry and according to Ms Rerngronasa 47 percent of this year’s buyers are new buyers.

“TTM+ 2012 also supports intra-regional travel. NTO’s from the greater Mekong sub-regions are present to boost awareness and procure new business.”

Countries represented in this region include Cambodia, Myanmar, Vietnam, Laos, Yunnan and Bhutan.

The United Nations World Tourism Organisation (UNWTO) forecasts international tourist arrivals to Thailand to increase by three to four percent, reaching the historic one billion mark by the close of this year.

“We are targeting 20.5 million international arrivals. Revenue generated is expected to total 766 billion baht,” Ms Rerngronasa said.

Thailand was ranked number one for value for money on the seventh annual Future Brand Country Brand Index 2011/2012.

Sourced: etravelblackboard