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Thailand reworks
strategies to lure visitors back
BANGKOK – The Tourism Authority of
Thailand is ready to rewrite parts of
its marketing and promotion strategy in
a bid to revive visitor numbers.
Arrival figures for the first four
months of 2009 show that the total of
3.2 million visitors to Thailand was
down 19 percent compared to the same
period last year.
The drop in numbers was not uniform
across all source markets. Visitors from
the Middle East in the first quarter
2009 increased 11.5 percent while
visitors from South Asia rose 3.6
percent.
The numbers were revealed by Juthaporn
Rerngronasa, TAT deputy governor for
marketing communications, who was
speaking at the launch of Thailand
Tourism Market (TTM).
She said three key factors have
contributed to the decline in tourist
arrivals. “The global economic downturn,
Thailand’s political situation and the
H1N1 virus."
She said TAT was "proactively
communicating to potential visitors to
ensure their correct understanding of
each factor".
TAT is adopting a horses-for-courses
approach to the revival of its key
markets.
The tourism body has identified four
market clusters that will be targeted in
different ways.
The Ready to Travel Group
includes markets such as Scandinavia,
Russia, the Middle East and India, which
have not been influenced by the recently
unstable political situation in
Thailand.
The Returning Visitors Group,
which includes Europe and the UK, are
seen as markets with a strong affinity
with Thailand but who are mindful of the
uncertain political situation in the
country, and are affected by tough
economic times.
The Concerned Traveller Group
includes China, Australia and Vietnam, a
group with reservations about returning
to Thailand until the political
situation is finally resolved.
The last group, the Highly Sensitive
Traveller, includes Japan, Korea and
Taiwan.
These markets are regarded as the most
sensitive to the political instability
and will be targeted with customised
marketing campaigns aimed at rebuilding
confidence in Thailand.
TAT will also embark on roadshows to
China, Korea, Taiwan, India and Dubai to
reinforce Thailand’s reputation as a
value-for-money destination.
By Ian Jarrett
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