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TAT official launch of 2014 marketing plans

July 11, 2013 Destination Thailand, Headline News No Comments Email Email

egtmedia59The Tourism Authority of Thailand (TAT) Action Plan for 2014 was officially released to the private sector at a day-long briefing followed by a press conference at the Queen Sirikit National Convention Centre (QSNCC). In attendance were:

•Mr. Somsak Pureesrisak, Minister of Tourism and Sports;image

•TAT Governor Suraphon Svetasreni and the six TAT Deputy Governors:

•Mr.Pongsathorn Kessasamli, Deputy Governor for Policy and Planning;

•Mr. Prakit Piriyakiet, Deputy Governor for Marketing Communications;

•Mrs. Vilaiwan Twichasri, Deputy Governor for Tourism Products and Business;

•Mrs. Juthaporn Rerngronasa, Deputy Governor for International Marketing (Europe, Africa, Middle East and Americas);image (8)

•Mr. Sansern Ngaorungsi, Deputy Governor for International Marketing (Asia and South Pacific);

•Mr.Thawatchai Arunyik, Deputy Governor for Domestic Marketing.

TAT has set a 2014 target of 28.01 million international tourist arrivals, generating estimated foreign exchange revenue of 1.326 trillion Baht, up 13% over 2013. For the domestic market, TAT set a target of image (7)136.8 million trips, generating an estimated 700 billion Baht for tourism income, up by 9% over 2013. This means that for the first time in the history of Thai tourism, TAT is targeting total earnings of two trillion Baht from both domestic and foreign visitors.

Governor Suraphon, was the honoured guest speaker at the Skål lunch yesterday at the Dusit Thani Hotel in Bangkok and said, “In 2012, Thailand achieved another record-breaking performance, crossing the 22 million mark for the first time. Two source markets, China and Malaysia, are now generating more than two million annual arrivals each. And four source markets – Japan, Russia, South Korea, and India – are generating more than one million arrivals each.”image (5)

Mr. Suraphon continued, “The core theme of the TAT Action Plan 2013 is “Higher Revenue through Thainess”. This means emphasising our Unique Selling Proposition, which is the Charm of Thainess, especially the Thai Experience, Thai Way of Life, and Thai Culture. TAT will put more effort to increase first-time visitors and high spenders (Luxury Markets).

“In fact, to give a fun and catchy name to our plan, we are calling it our DISCO Plan. DISCO comprises five components:

D is for Digital Marketingimage (6)

I is for Image Building

S is for Sustainability

C is for Crystallization and Crisis Communication

O is for Organization Management.”

In the 2014 marketing plan, China, Russia and India will be the fastest-growing markets for Thai tourism in 2014, according to the TAT.

However, these three markets are mostly in the medium and low-end segments.

image (1)To expand these markets, the TAT will try to attract medium to high-end tourists as their economies have a positive outlook, said Mr. Pongsathorn Kessasamli, Deputy Governor for Policy and Planning.image (2)

To boost the Chinese market, the TAT will open its fifth office in China in Guangzhou by the end of the year to cover South China. The first four offices are in Beijing, Kunming, Shanghai, and Chengdu.

TAT expects the number of Chinese tourist arrivals to Thailand to reach 5.4 million in 2014, compared to the projected 4 million this year.

The Guangzhou office will also cover Shenzhen. At present, per-capita revenue for Guangzhou citizens is on par with that of Beijing and Shanghai, at around 100,000 yuan, while Shenzhen is image (3)150,000 yuan.

For the Indian market, TAT projects the number of visitors from India will reach 1.3 million this year. The spending per head of Indian tourists is estimated around 5,281 baht per day, compared to 4,389 baht per day for general tourists.

Runjuan Tongrut, the TAT’s Director for North and East India, Bangladesh, Bhutan and Nepal, said more than half of India’s population are under 25 years old. They will grow up and be a future tourism market.

image (4)Ms Rungjuan added that 94 per cent of Indian tourists are smartphone users and can access mobile internet, so travel agents can use the online channel to promote their tourism products.

Pasakorn Supannapan, Director at the TAT’s Moscow Office, said the Russian market showed the highest growth in Europe. The arrivals of Russian tourists to Thailand will be more than 1.9 million next year.

To capture the high-end market in Russia, TAT will promote honeymoon and wedding, medical and wellness especially check-up services. It also plans to introduce Koh Samui as a honeymoon and wedding destination.

Written by : Andrew J Wood

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