TAT GETS REALISTIC IN TARGETING TOURISM REVENUES AND TOURIST ARRIVALS FOR 2009
Revealing its marketing plan for 2009, the Tourism Authority of Thailand(TAT) announced a slightly conservative target of 630 billion Baht in foreign tourism revenue from 16 million visitor arrivals for next year.
Adjusted from earlier projections, the tourism target for Thailand is considered more realistic, given the current challenges posed by soaring oil prices which have been affecting major industries across the globe.
This year’s foreign tourism target is generating 600 billion Baht in revenue from 15.48 million arrivals. Tourism was earlier projected to grow by 10% in foreign revenue next year expecting a total of 17 million visitor arrivals. For the domestic market, earnings from next year’s travel industry will reach 407.6 billion Baht, an increase of 5% from this year, with approximately 87 million trips being made.
According to Mrs. Phornsiri Manoharn, Governor of TAT, the marketing plan 2009 the agency officially announced in the first week of July 2008 is a result of a four-month long hard work and close cooperation between TAT in Bangkok and its 35 overseas offices around the world, marketing representatives in 16 countries, as well as local administration organizations and entrepreneurs which have constantly kept TAT updated on current tourism trends and developments. All reports were processed together with information from international tourism-related agencies like the World Tourism Organization and PATA and then academically analyzed for accuracy. Analyzed information was used as the foundation for five regional meetings in Thailand and four overseas meetings plus nine meetings with local government and private agencies. Out of the 18 meetings, the tourism marketing plan 2009 was then concluded and launched.
“While it’s more challenging to convince overseas tourists to travel and choose Thailand as their preferred destination, the positive image of the country helps it to remain competitive,” said the Governor.
Out of ‘Amazing’ dimensions Thailand has, she added, its value for money, ranked no. 1 by Future Brand Index, and its hospitality and authentic culture that have helped to maintain loyalty amongst visitors. It has also gained more recognition as a shopping paradise and nightlife destination.
In promoting the country, TAT will keep the Amazing Thailand unchanged as the tourism branding with seven regrouped products under the theme ‘7 Wonders of Amazing Thailand’ to attract visitors, while a “Visit Thailand Year 2009-2010” campaign is expected to help widen and strengthen awareness of Thailand as a destination of various attractions.
While the energy crisis is affecting worldwide travels, especially those intercontinental long- haul trips, TAT will be heftily focusing on less affected Asian markets like Singapore, Indonesia, Malaysia, Hong Kong, Japan and China including emerging ones like India and the Middle East.
However, overall marketing will cover 14 road shows and 76 sales promotion activities in ASEAN, Asia, Europe and America. To strengthen its overseas office network, TAT aims to establish three more offices in Mumbai, India and in China’s Shanghai and Kunming in the near future.