Tourism agencies dreaming up strategies for next year
Tourism officials are planning strategies for next year with the aim of reclaiming Thailand's share of international tourism, boosting visitors' spending and attracting more business travellers.
Caretaker Tourism and Sports Minister Pracha Maleenont said the country's share of the tourism market fell from 9.3 per cent in 2000 to 8.6 per cent in 2004. The average amount spent per tourist per day also fell. Pracha said tourism agencies would spend this week discussing new strategies to reclaim market share and spending levels. The Tourism Authority (TAT) has discussed the trends with private sector reps. Thailand's competitiveness was faltering because of poor promotional activities, with the flow of tourists concentrated in major cities such as Bangkok, Phuket and Pattaya. The country faces tough competition from Malaysia, which is injecting a huge amount of money into tourism promotion. "Malaysia is preparing to spend a lot of money to promote its tourism. They're developing new products and services," Pracha said. "It is most important to watch Malaysia, to get a clear picture of tourism strategies." The Minister said Thailand should clarify its tourism theme for the coming year so it can begin overseas campaigns. At present, TAT is considering different themes, including 'Amazing Thailand', 'Thailand - Happiness on Earth' and 'Unseen Thailand'. "Whatever we use, it must support the vision of Thailand as the Tourism capital of Asia, which is our long term target," he said. In fact, Pracha admitted that China was the tourism capital of Asia, with the highest growth rate and the most powerful position for future development. But he said Thailand would keep growing in line with China. He urged meeting participants to use the new airport as a tourism drawcard. Officials want arrivals in 2007 to increase by 15 per cent over this year's target (14.5 million). That would boost revenue from Bt486 billion this year to Bt500 billion next year. Yesterday, the National Economic and Social Development Board suggested agencies aim at the high-end market, and particularly business travellers in the meeting, incentive, convention and exhibition (MICE) category. The country should also exploit more niche markets, such as spa visitors, golfers, shoppers, honeymooners and senior tourists. The final strategies will become the task of a new governor at TAT. Juthamas Siriwan will end her term as governor on September 10. Suchat Sritama, The Nation
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