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Bangkok, 9 July, 2013 - The Tourism
Authority of Thailand (TAT) Action Plan for 2014 was officially released
to the private sector and global media at a day-long briefing followed by
a press conference at the Queen Sirikit National Convention Centre
(QSNCC).
The media briefing was addressed by Mr. Somsak
Pureesrisak, Minister of Tourism and Sports, 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); Mr. Sansern Ngaorungsi, Deputy Governor for International
Marketing (Asia and South Pacific); and 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 136.8 million trips, generating estimated of
700 billion Baht for tourism income, up by 9% over 2013.
This means that
for the first time in the history of Thai tourism, the TAT is target
total earnings of two trillion Baht from both domestic and foreign
visitors.
TAT Governor Suraphon Svetasreni said, “Finalising
the 2014 marketing plan has been a particularly challenging exercise in
view of all the phenomenal and monumental changes taking place both
worldwide, regionally, and locally within Thailand, in customer
demographics as well as the way the industry does business.
“Because Thailand is blessed with an unmatched
geographical advantage, and numerous other strengths which have served us
well over the years, we had to find ways of adapting our strategies to
take advantage of our strengths and address some of the looming
weaknesses. We think this plan does that.”
The Governor said that “Thainess” and “balance”
will be the key words driving strategies in the future. This will apply
to target customer segments, source markets, earnings and sustainability.
He identified some of the other key points of the plan thus:
- To focus on the core theme of “Higher Revenue
through Thainess.” The TAT will attract tourists with the Charm of
Thainess, which include Thai Experience, Thai Way of Life, and Thai
Culture.
- To emphasise “Thainess;” Thainess to the World,
Thainess Through Celebs, Thainess Connected.
- To raise awareness of Thailand as a “Quality
Destination” with a broad diversity of experiences that contribute
to visitors’ “happiness.”
- To balance the source markets and refocus the
customer segments to high-end markets.
- To reduce visitor congestion in the popular
destinations, better balance the distribution of visitors nationwide
and boost connectivity with AEC countries.
- Balance the tourism season by promoting travel in
the low season and promoting Green Tourism in order to lower the
environmental impact of high visitor arrivals.
- Use new technology to develop the TAT’s Social
Customer Relationship as a marketing tool to boost opportunities for
visitors to network and share the experience of Thainess.
- To use travel and tourism as a means of creating
awareness of love for Thailand.
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