Special Features
Focus Of 2012/13 Promotions To Include Health & Wellness Travel, Wedding & Honeymoon, Green Tourism And Golf
The Tourism Authority of Thailand (TAT), yesterday evening, April 29th, at a pre-Arabian Travel Market gathering of Thai and local UAE travel industry key representatives at the Dusit Thani Hotel Dubai announced that it expects travel from the G.C.C. to increase in 2012 compared to 2011 visitor figures, estimating the increase to be a solid 10%.Speaking at the event, Ms. Juthaporn Rerngronasa, Tourism Authority of Thailand Deputy Governor for International Marketing announced: "The Middle East market has been a growing and increasingly important source market of visitors to Thailand over the last couple of years, and we see positive signs to suggest that this trend will continue. We expect a further increase in visitors from the region in 2012 to reach 5%."
During a speech given by Ms. Rerngronasa, the reasons for the positive outlook regarding increased visitor numbers to Thailand from the region included: the Tourism Authority of Thailand’s proactive stragegy of engagement with the regional travel trade, airlines and agents, Thailand’s continuing success in offering value-for-money as a leisure and business destination, variety of to urism products on offer and Thai hospitality which is well received by all from the Middle East.
In the coming year the Tourism Authority of Thailand (TAT) Middle East Office will continue to reinforce the Thailand brand "Amazing Thailand Always Amazes You", with a core focus on authenticity, value for money, and hospitality.
According to the seventh annual Future Brand Country Brand Index 2011-2012, Thailand ranked number 7 in terms of tourism brand image, while maintaining its Number 1 position in terms of Value for Money. Thailand also ranked among the top 10 for key attributes such as; Food, Beaches, Nightlife, Shopping and Accommodation.
Highlighting a significant strategic shift away from its traditional mass marketing, TAT announced it will now focus its marketing efforts on niche markets targeted at specific customer segments in specific countries. For the Middle East niche tourism products for Health and Wellness, Wedding and Honeymoon, Green Tourism and Golf will be all be highlighted with a focus on the excellent and comparative value for money Thailand can provide within these niche travel segments. For Health and Wellness major and minor surgery along with cosmetics and dental care at the kingdom’s many numerous and highly qualified and specialized hospitals will be promoted as too will Thailand’s spa and wellbeing centres. For the wedding and honeymoon market, TAT will introduce major romantic attractions in northern and southern Thailand with a focus on its many idyllic locations, outstanding hospitality, and expertise in planning weddings and events. Green Tourism will highlight the kingdom’s more than 100 green hotels and 50 ready-to-market eco-friendly products from around the country, and Golf will introduce the country’s more than 200 golf courses and its reputation for its female caddies renowned for being the most charming and knowledgeable in the world.
As a sub-theme to the "Amazing Thailand: Always Amazes You" campaign, Middle East marketing strategies will also prominently feature a call to action to enjoy the many "Miracle Moments" Thailand has to offer, including unique selling propositions for the kingdom’s culture, heritage, way of life and popular festivals, in order to attract both first-time and repeat visitors.
The tourism industry in Thailand continues to develop and evolve with many new attractions. Among those highlighted by Ms. Rerngronasa to be of particular interest to visitors from the Middle East included; "Terminal 21", one of Bangkok’s newest lifestyle and shopping complexes, with the unique concept of featuring popular landmarks from world-renowned cities on each floor; "Asiatique The Riverfront", which once opened will form a large-scale riverside project combining shopping, dining, sightseeing, activities and events all in one complex Improvements to existing infrastructure are also currently being undertaken with the expansion of the Phuket International Airport, Thailand’s second main international gateway, the most obvious. Green building, environment-friendly materials and energy-saving technologies are being employed in the up-grade which upon completion in 2014 will see the airport able to handle 12.5 passengers per year. Thailand will also further promote itself as the gateway to the Mekong sub-region, where it is a hub for travel to countries such as the Lao People’s Democratic Republic, Myanmar, Cambodia and Vietnam.
2012 is expected to be an especially fortuitist time to visit Thailand due to the commemoration of a number of royal occasions planned for the coming year including celebrating His Majesty the King’s 84th birthday on 5 December, and Her Majesty the Queen’s 80th birthday on 12 August. Additionally, major beefed-up celebrations are also planned for the Loi Krathong festival on 28 November as part of the special "Miracle Thailand Year" campaign.
