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 <strong>Marketing</strong> 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.<strong>JAXFAX</strong>.COM FEBRUARY 2010
Come and find your own wonder in Amazing Thailand! The Seven Wonders of Amazing Thailand, whatever you’re looking for, you’ll find it here. Whatever your own definition of wonder, it’s waiting for you. It could be the gorgeous Thai beaches or the spectacular Thai heritage. It could be any one of the Seven Thai Wonders. But one thing is for sure. Thailand always makes it possible for you to find your own wonder. Come and find your own wonder. In Amazing Thailand. www.tourismthailand.org 1-800-THAILAND
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