Alert and ready to reach a target?

13 Jul 2013  2038 | World Travel News

Thailand’s tourism industry should be alert and capable of assessing tourist trends quickly to adjust strategy to maintain a balance between arrivals and the carrying capacity of attractions.
But to achieve that the travel industry needs fast and accurate tourism data and experts to interpret trends and alert the industry of the changes that could impact on business growth.
The minister failed to explain how he intends to provide the travel industry with top notch data; timely processed and interpreted by experts who would offer  advance direction and warnings  for the private sector to act upon.
Presiding at the Tourism Authority of Thailand Action Plan 2014 conference Monday, Tourism and Sports Minister, Somsak Pureesrisak, was commenting on TAT marketing plan for 2014 that needs to support the tourism industry to achieve a government tourism revenue target of Bt2 trillion by 2015.
“Besides developing tourist destinations, Thailand needs to standardise tourism services, so the country can be a hub especially for events that can helps us grow to become a top quality tourism destination in ASEAN.”
Hosting events is considered a fast track to grow tourist related revenue as the so-called MICE visitor spends considerably more than the leisure traveller.
He cited the example of the Chiang Mai Convention Centre that could be a catalyst to grow the events business in northern Thailand and attract high-spend tourists.
“Thailand is a hub for MICE (events) and the Chiang Mai Convention Centre can accommodate around 10,000 visitors … it can draw events from Southeast Asia.”
The minister said consumer behaviour, technology and even climate change were all having an impact on tourism.
“Thailand’s tourism authorities need to work closely with relevant sectors to work together to deal with these changes,” the minister said.
“An increase of tourist arrivals especially from rapidly growth markets such as China, Russia and India is also a challenge to find the right balance  and spread travel routes to secondary destinations to avoid overcrowding.”
Despite the repeated statements that a balance was needed, the government still demands a high growth in tourist arrivals and revenue that may not be sustainable in the long-run.
The minister added: “Technology is a key factor changing tourism …today, tourists conveniently organise their own trips and this reduces the role of travel agencies globally and in Thailand. However, it is a good opportunity for Thailand tourism operators to adjust their business model and marketing strategy.”
Mr Somsak stressed the need to promote so-called Thainess, culture, way of life and introduced the theme “Travel with a New Heart” that will underpin campaign in the latest marketing plan.
“It will correspond to current tourist bahaviour that is moving to participation, activities and a respect for the environment.”
But he failed to explain to those who listened just what “Travel with a New Heart” would suggest to the average tourist. It would have a very clear message for medical tourists preparing for heart surgery, but as for the rest, the meaning slips by as so many of the marketing plans slogans tend to do.

Sourced: ttrweekly

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