GO...UP & AWAY - JAXFAX Travel Marketing Magazine

ASIA &THE SOUTH PACIFIC
Thailand’s Tourism
Growth & Amazing Values
By Marian Goldberg
Like most tourism destinations, Thailand experienced a
16% decline in the number of inbound tourists in the first
half of 2009. Nevertheless, they are seeing clear signs of
recovery. In August, 2009 the number of tourists declined
by 5%, switching to growth of more than 10% in September
and October, which continued through the end of
2009. In fact, the number of tourists arriving via Suvarnabhumi
International Airport (between November and mid-
December 2009) increased nearly 40%. The Tourism
Authority of Thailand (TAT) expects the number of international
tourists visiting Thailand to grow at around 7 to 10% to
approximately 15.0 to 15.5 million in 2010.
According to Mrs. Juthaporn Rerngronasa, Deputy Governor
for International Marketing for TAT, speaking at the “Amazing
Thailand Road Show” held on October 15, 2009 at the Hilton
Hotel in NY, the American tourism market is extremely resilient
and extremely important for Thailand. To encourage this
bounce back in the U.S. market she announced Thailand’s
“Amazing Thailand Amazing Value” campaign. The strategy is
to “let the Americans and the world know that Thailand is a
real value as a travel destination, in terms of both value-formoney
and emotional value,” she said.
The campaign groups Thailand’s tourism products into seven different
categories, each with a special theme under the name of
Seven Wonders of Amazing Thailand. “All the themes reflect Thailand’s
culture and traditions, and provide travelers with a vacation in
which they can learn more, enjoy more, relax more and appreciate
more,” she explained. The themes are: Thai-ness, Treasures,
Beaches, Nature, Wellness, Trends, and Festivities. A related video
can be viewed at www.youtube.com/watch?v=poX4EOxuoMg
Assisting Visitors
On October 1, 2009, TAT opened its new Internet Call Center
at the head office in Bangkok to help visitors get updated tourism
information — or even lodge a complaint. The Call Center provides
24-hour service in Thai and English via internet inquiry or
video live chat. Tourists log into www.tourismthailand.org and
click on the “1672 tourist hotline” icon on the lower right-hand
side of the web page. The information available covers four categories:
accommodation, traveling, sight-seeing, and seasonality.
Responses are provided in a timely manner.
As of November 30, 2009, the Center had responded to
3,074 visitors in 18 countries, with the U.S. visitors ranking the
second highest number of inquiries after Japan.
Value for Money and Special Interest Markets
According to the latest Country Brand Index (CBI) conducted by
FutureBrands Inc., Thailand, with its reputation as the “land of
smiles,” was ranked fourth in the category of “friendly locals” after
Bahrain, Canada, and Australia. In addition, Thailand took the #3 position
in the “Value for Money” category and #5 in the “Nightlife”
category. Nearly 3,000 international business and leisure travelers
from nine countries participated in the comprehensive study.
TED FOLKE
Bang Pa-in Palace, Ayutthaya
In a separate recognition, the International Association of
Golf Tour Operators (IAGTO), named Thailand the “Golf Destination
of the Year” for Asia & Australasia. Additionally, Thailand
was also honored as “Asian Spa Capital of Year,” on November
19, 2009, at the Fifth Annual AsiaSpa Awards hosted by AsiaSpa
magazine. At this same time, Phuket’s Six Senses Destination
Spa was named “Destination Spa of the Year.”
News in Air Service and Hotels
Thai Airway’s domestic Carrier, Nok Air (www.nokair.com),
meaning “bird” in Thai, opened three new routes linking Bangkok
and the northeastern provinces of Sakon Nakhon, Nakhon Phanom,
and Buri Ram on December 3, 2009. Thai Airways delivered three
Boeing 737-400’s to Nok to service these flights.
InterContinental Hotels opened Hua Hin on December 1, 2009
two and a half hours southwest of Bangkok. Inspired by the
Maruekhathaiyawan Palace built by King Rama VI, the resort
features 119 rooms, 10 of which are deluxe with direct pool
access. The resort’s most superior accommodations are its 11
ocean-view deluxe suites, six executive suites, three beachfront
villas with private plunge pools and one presidential suite.
All guests can enjoy the infinity pool and the beachside barbecue
fire pit. Rooms start at $154 per night. (www.ichotelsgroup.com/intercontinental/en/gb/locations/huahin)
The world’s first Ritz-Carlton Reserve – Phulay Bay, a Ritz-Carlton
Reserve opened on December 22, 2009 in Krabi, Southern
Thailand. The property features individual, signature, one-of-a-kind
boutique resorts positioned in unique settings, each with a distinctive
personality and sense of place reflecting its history and culture.
Nestled on the shore of the Andaman Sea, the resort is the
vision of in-demand Thai architect Lek Bunnag. It features a marriage
of style and design in keeping with and tied to the natural environment
of the location with both contemporary and traditional
Thai cultural elements. Its new ESPA comprises three traditional
Thai pavilions set over two levels offering 11 treatment rooms
including single and couples massage rooms and two VIP
treatment suites. Resort Pavilion rates start at $589. (http://reserve.ritzcarlton.com/phulay_bay/home.aspx)
New air service and new accommodations along with exotic culture,
great weather, activities and genial locals at a value-driven
price are sure to attract more visitors to Thailand as the international
economy improves. Thailand also will continue to promote its
country through online marketing channels, overseas Thais, and
through its continuing series of Amazing Thailand Road Shows.
For more information contact the Tourism Authority of
Thailand, 800-842-4526; E-mail info@tatny.com or visit
www.tourismthailand.org
50 ASIA & THE SOUTH PACIFIC WWW.JAXFAX.COM FEBRUARY 2010