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The eagerly-awaited Tourism Authority of Thailand (TAT)
marketing briefing for the fiscal year 2005-2006 was held here at the
SOFITEL Central Plaza Hotel on July 18.
Unveiled were the following products for the marketing action plan
2005-2006:
- Thai-ness and culture, especially religion and its practice
- Shopping in centers, such as
Bangkok,
Hat Yai,
Phuket,
Pattaya
and
Chiang Mai
- New beaches in
Koh
Chang,
Koh
Samui, and along the Andaman Sea
- Niche markets, such as diving,
golf, women, youth,
and health tourism
- Greater Mekong Sub-region (GMS) as a single destination, including
China,
Myanmar,
Laos,
Thailand,
Cambodia and
Vietnam
Emphasis will also be given to food, shopping items, and soft adventure
tours.
TAT officials pointed out that the nature of travel should be supported
on all fronts to use the current strategies to position Thailand as a
tourist destination through familiarization trips, hard sales/soft sales,
trade fairs, advertising and campaigns geared to attract tourists in the low
seasons. The increasing cost of living should be a point of awareness and
will influence the inflation rate.
Mrs. Juthimas Siriwan, governor of TAT, via a video presentation
heighlighted the ongoing “Happiness on Earth” campaign. She also emphasized
the importance of the niche markets and announced the official target of 15
million tourist arrivals for the year 2006.
To reach this ambitious target, the main markets of
Japan,
China and
South Korea will be
tapped, and charter flights into the newly-built
Suvarnabhumi International Airport will he introduced in recognition of
Australia and New Zealand as new markets.
The revival of the European market will depend on the post-tsunami
situation in Phuket and the status of Thailand as “Gateway to Indochina,”
the TAT governor said.
She also mentioned that Eastern Europe and Russia are new markets to
focus on, and that the
Middle East
has the potential to become the crossroads of the world to connect to
emerging markets in Africa. Putting the important market of North America
aside, Mrs. Siriwan said there are also emerging markets in South America to
tap in to.
Mrs. Juthimas also unveiled the “Grand Invitation” campaign for 2006 to
celebrate the 60-year (1946-2006) reign of King Bhumibol Adulyadej. There
will be 60 mega-events throughout the year to invite tourists from all over
the world to come to Thailand. The five faces of Thailand-- north,
northeast, east, central and south-- will guarantee all the happiness on
earth, the governor said.
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