The Tourism
Authority of Thailand is to boost its emphasis on the balanced marketing
strategy in order to promote a better equilibrium between the quality vs
quantity of visitor arrivals, travel industry media attending the Thailand
Travel Mart Plus were told today. Addressing the media briefing, TAT Deputy
Governor for European and American markets, Mrs Juthaporn Rerngronasa said that
in January-April 2013, Thailand’s visitor arrivals surged to a record total of
8,841,730, up by 19.04% over the same period of 2012. Visitors from East Asia
and ASEAN alone totaled 4.82 million (+28.72%).
Deputy Governor |
China’s
total of 1.53 million visitor arrivals or (+92.82%) made it the first time that
any country had crossed the one million mark in the short span of four months.
In 2012, countries such as Malaysia, Japan, Korea, Russia and India also
generated more than one million arrivals. The projection for 2013 is more than
24 million arrivals.
These
growth figures led to a question from one journalist about the impact it would
have on the ground.
In
response, Deputy Governor for Asian Markets Sansern Ngaorangsi said that the
TAT was conscious of the fact that the rapidly increasing visitor arrivals
would have an impact on the environment and that a strategic shift would be
necessary in order to preserve the quality of Thai destinations, products and
services.
In
detail, this will mean attracting more upmarket visitors from abroad and
decongesting existing destinations by promoting new and emerging ones,
especially in the surrounding provinces of the popular destinations. Mr Sansern
said this strategy had already been actioned in the TTM+ Post tours which had
focussed on provinces such as Ang Thong, Suphan Buri, Trat, Chanthaburi, Khao
Yai, Nakhon Nayok, Nakhon Pathom, Kanchanaburi, Chumphon, Nakhon Si Thammarat.
He said that the TAT would also be stressing the experiential aspect of visiting Thailand, for example, by having people not just to eat Thai food but to learn to cook it, not just to watch Thai boxing but also learn the science and techniques behind it.
He said that the TAT would also be stressing the experiential aspect of visiting Thailand, for example, by having people not just to eat Thai food but to learn to cook it, not just to watch Thai boxing but also learn the science and techniques behind it.
The
TAT's balanced strategy is designed to maintain a good mix of repeat and
first-time travellers, probing new markets while consolidating existing
markets, ironing out the peaks and troughs between high and low seasons in
arrivals, distributing visitors between our urban and rural areas, and ensuring
a good mix of customer segments from High Net Worth Individuals to backpackers.
These
principles of balance take into consideration the fact that tourism does not
operate in a vacuum but is interlinked with three key external factors – the
economy, environment and society – which have to be taken into account.
For more
information contact:Tourism Authority of Thailand, Dubai & Middle East Office
133 Sheikh Zayed Road, Apartment # 1804,
Dusit Thani Dubai,P.O. Box 450019, Dubai, U.A.E
Tel: +971 4 324 0184 Fax: +971 4 325 0187
Email: tatdubai@tat.or.th ; URL: www.TourismThailand-Middleast.org www.TourismThailand.org
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