MULTI-PRONGED MARKETING STRATEGY TARGETS ONE MILLION INDIAN VISITORS
The Tourism Authority of Thailand (TAT) has crafted a multi-sectoral, multi-city marketing strategy as part of the efforts to attract one million visitor arrivals from India by 2012.
Presently, Thailand gets more than one million visitor arrivals from Malaysia, Japan and China. TAT is hoping to see India join that list within four years.
According to TAT Governor Mrs. Phornsiri Manoharn, “Our marketing strategy is based on the fact that there is virtually unlimited potential from India in all categories of travel, be it leisure, business, MICE, honeymooners, or special interest.
“We plan to invest heavily in developing the Indian market over the next few years, in both the major metro cities as well as secondary cities nationwide. The increasing number of flights between the two countries by both Thai and Indian airlines will help provide the necessary feed,” she said.
TAT opened its New Delhi office in 2003 and appointed a marketing representative in Mumbai in November 2007. This year, the Mumbai representation will be upgraded into a full-scale office.
Mrs Phornsiri says, “We are pursuing creative ways to expand our brand image in India, amongst both consumers and trade. India is now being promoted under the “Amazing Thailand” brand name along with its key sub-themes, Thai-ness, Beaches, Nature, Heritage, Health and Wellness, Chic and Trendy products, and Festivals.
“This year, for the first time, we hosted one of India’s well-known Bollywood film awards ceremonies, getting massive television coverage across India. Thailand is also becoming extremely popular for Indian honeymooners and shopping enthusiasts.”
Further growth is a certainty, especially as more Indian and Thai airlines add more flights. An upcoming free-trade agreement between India and Thailand on the one hand, and India and the ASEAN countries on the other will also facilitate business and trade contacts, Mrs. Phornsiri said.
TAT has identified target segments such as family groups, incentive groups, wedding parties, and honeymooners.
In road shows and workshops across India, leading Indian tour operators are being presented with various ideas to feature in a package. New tourism destinations being presented include Chiang Mai, Chiang Rai, Krabi, Phuket, Ko Samui and the Greater Mekong Sub-region countries such as Lao PDR, Cambodia, and Vietnam.
Mrs Phornsiri said that the main selling points of Thailand in the Indian market include: Value for money and affordability; Great shopping; Accessibility and proximity; Variety; Visa on arrival facility; and year-round holiday destination.
She said the TAT’s marketing strategies cover advertising in a range of high-end publications, increased B2B and B2C promotion in Tier II cities and joint promotions with travel agents.
Efforts are also being made to go direct to consumers in joint promotions with supermarket and retailers.
“We will also be doing a lot more ‘celebrity marketing’ by bringing Indian movie stars to Thailand for feature productions and other publicity-generating events,” Mrs Phornsiri said.
Contact information: International Public Relation DivisionTourism Authority of ThailandTel: +66 (0) 2250 5500 ext. 4545-48Fax: +66 (0) 2253 7419E-mail: email@example.comWeb site: www.tatnews.org