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Sawasdee khrap, g'day ladies and gentlemen,

Thank you all for being with us today, so we can update you on the latest developments in Thai tourism. Thailand has been facing some challenging times recently, and TAT very much appreciates the support our country has received from the travel industry and the media in Australia. As such, the Australian market remains healthy for the Thai tourism sector, and we have seen an increase in the number of Australians coming to Thailand in the past year.

Certainly, we count Australians as good friends of Thailand, and TAT chose Australia as our first mission of the new fiscal year, which started this month. Our aim is to strengthen co-operation between TAT and our important business partners in the Australian travel industry, as well as key members of the media here. With this in mind, TAT is in Australia to offer our commitment in supporting you and working together for our mutual benefit.

As the TAT Governor, I am glad to meet all of you. In 1982, I was here in Sydney and experienced the most memorable time of my career.

I would like to take this opportunity to introduce some senior executives who are with us today. First, Khun Sopapan Amatadecha, Board of Director of TAT. The other person is Khun Prakit Piriyakiet, Deputy Governor, Marketing Communications of TAT.
And the last person is Khun Numfhon Boonyawat, the new Director of TAT's Sydney office. She will work closely with you, and I hope you give her your full support.

Despite the global ups and downs, and our internal political turbulence, the Thai tourism industry has remained quite strong. And we would like our business partners in Australia to be updated on the developments of our tourism industry, as we are confident that you will keep on recommending Thailand to your clients.

According to official data, international arrivals in Thailand from January until the end of September, 2010, reached over 11 million. This is 13 percent higher than the same period of 2009. These numbers demonstrate the strength of the Thailand Tourism brand and the high level of confidence travellers worldwide have in Thailand. So with your support, we hope to achieve our target arrivals figure of 14 million for this year.

The "Amazing Thailand", Thailand's Key Brand Communication which has been in use since the late 1990's, has been well received and remains a powerful and effective theme. In 2011, we are evolving it with the tag line "Always Amazes You". It reinforces the positive emotions visitors enjoy due to the unique charm of "Thai-ness," which includes the hospitality and friendliness of the Thai people and Thailand's unique art and culture which differentiate our Kingdom from other holiday destinations.

This tag line will emphasize that no matter if you have or have not visited Thailand before, we always have plenty of amazing experiences for you to enjoy and whenever you come, you will be amazed every time as if it is like your first time.

The "Always Amazes You" add-on will be used uniformly in all our promotions and advertising in conjunction with a balanced marketing strategy that places emphasis on enhancing our emotional value and preserving our precious ecological assets.

Ladies and gentlemen,
Australia is a very important market for us. Allow me to give you some statistics on visitor arrivals from Australia. Our analysis is showing some very interesting trends that I think you should be aware of and which we can both build upon.

In January - September 2010, Thailand welcomed more than 500,000 Australian visitors, up by 10.5 percent over 2009. Australian visitors, travelling to Thailand four times a year, helps fill Thailand's all year-round season. A total of 63 percent were repeat visitors, and they stayed an average of 12 days and spent an average of approximately 160 Australian dollars per person per day. This contributed about 1.32 billion Australian dollars in tourism revenue to the Thai economy.

Among the reasons for this growth are good seating capacity between Australia and Thailand, both directly as well as through intermediary hubs in Southeast Asia, strong marketing promotions by airline alliances and, naturally, the good relationships and marketing campaigns that our own TAT office has maintained in Australia.

Many international airports serve as gateways to Thailand in locations including Bangkok, Phuket, Krabi, Hat Yai, Chiang Mai, and Samui. The new Airport Rail Link also makes it fast and easy to get from Suvarnabhumi International Airport into central Bangkok in 15 minutes.

On the aviation front, there is no shortage of international direct flights linking Thailand with Australia. As of October 2010, there were 71 direct weekly flights between Thailand (Bangkok, Phuket) and major Australian cities including Sydney, Melbourne, Perth, and Brisbane.

Ladies and gentlemen,
The reason we are here with you today in Sydney because we want to work with you to grow outbound tourist traffic to Thailand. Please allow me to outline how we aim to support you and how you can be a part of the Amazing Thailand team as we move forward.

First of all, as I mentioned earlier, we will strengthen the Thailand brand image through a campaign based on the "Amazing Thailand Always Amazes You" tagline. It will be incorporated into all of our marketing activities for Thai travel and tourism products. We will deliver Thailand's key message of this tagline through a comprehensive campaign that uses both on-line and offline media.

We will also persuade Thai people living in Australia to help reinforce the Thailand Brand by working with Thai communities to organize Thai Festivals; such as Loi Krathong and Songkran.

Secondly, TAT will take Phuket's popularity in Australia to the next level. We are positioning Phuket as the hub for your clients to explore other parts of Thailand. As you are aware, Phuket is a complete destination in itself but don't let the fun stop there. With flight connections to every major destination in the country, there is no reason to end your holiday on the island when all it takes is just another short flight of no more than one hour to Koh Samui, Chiang Mai, or Bangkok, or rent a car to visit the beautiful beaches of Krabi and Trang nearby. If you explore these extensions, a whole new world of increasing tour options and sales will open up to you. From visiting quiet beaches to a holiday filled with soft adventure activities, our Sydney office can provide all the information you need.

For people wishing to just stay on the island, we can help you to identify a range of things to see and do, superb golf courses and spas for fun and relaxation, Fishing, Diving, Sailing, and the Phuket International Academy, a new comprehensive holiday resort that promotes spiritual and physical well being.

Thirdly and similar to Phuket and Beyond is Bangkok and Beyond. We will actively promote activities near the capital that you would not think exist just outside the city, including trekking, rafting, cycling, and ethnic culture in Kanchanaburi, and Flight of the Gibbon in Pattaya. These activities are ideal for families, the young, and seniors.

Finally, we proudly present a concept we have designed especially for the Australian market called Real Life Experiences. TAT will promote eco-adventures and Thai culture holidays through joint marketing and support for "adventure and cultural packages" with tour companies. These Community-Based Tourism initiatives will offer real life experiences focusing on soft adventure, culture, Thai cuisine, and local lifestyles. From mingling with local fishermen at a traditional homestay to learning to cook Thai food like David Thompson, these are activities that will bring your clients closer to the true essence of Thai culture. They are truly memorable and effective CRM tools.

Other more conventional but no less appealing Real Life Experiences are golfing, weddings, honeymoons, and romance. For golfing, new courses are coming up so fast that it's hard to keep track of them, though one thing is a consistent: all of them offer breathtaking scenery with outstanding services.

And weddings, honeymoons, and romance can be anything your clients would wish for. All major hotels and a large number of boutique resorts now have a dedicated events team that can give our clients a tailor-made programme unlike any other that has come before, and TAT can put you in touch with the right supplier to ensure everything is absolutely perfect from the start.

Ladies and gentlemen,
I would like to take this opportunity to highlight some of the new segments we would like to push next year, all of which we require your support to make them work.

The first is the Bangkok Stopover Market.

It is a long journey from Australia to Europe, so we will encourage Australian travellers to break their trip by stopping over in Bangkok for a few days during their flights. Our programmes like "72 Hours in Amazing Thailand" offer itineraries that let short-term visitors sample what Thailand has to offer. With the new airport rail link, visitors can get into the city quickly and easily for some sightseeing or shopping. This is a very good "appetizer" marketing programme, as it will encourage visitors to come back for a "main course" of a longer holiday later.

Then we have the various ethnic groups in Australia.

For example, the country's large community of Asian heritage presents an interesting opportunity to develop travel products geared to their needs. Around 400,000 people of Indian heritage live in Australia. Many travel to India each year to visit friends and relatives. As Thailand is a regional aviation hub, many flights to India stopover in Bangkok, and these travellers can add a few days in Thailand to their travel plans. India is becoming an increasingly important market for Thailand, and we recently held a highly successful Indian wedding ceremony that highlighted the Kingdom as a wonderful place for newlyweds.

Also as many of you are aware, Thailand is the logical Gateway to the Mekong Subregion. Thailand's location makes it the natural hub of the Greater Mekong Subregion. A number of significant roads, highways, and infrastructure improvements continue to link us more closely with our neighbouring countries of Cambodia, Lao PDR., Myanmar, Vietnam, as well as Southern China. We have now successfully connected the twelve-hundred kilometre R3A Highway between Thailand and Lao PDR that eventually reaches Kunming, China. This will allow us to better package and position Thailand as a gateway to this important tourist region.

Furthermore, I have already mentioned to you the area that we are going to invest in for the next year. As such, I would like you to be a part of this, so TAT will support media, airlines and wholesalers and retail travel agents by strengthening the potential and marketing competition with the following marketing activities.

First, we will help to build and maintain consumer awareness of the Thailand brand through promotional campaigns. TAT will continue with traditional promotional channels including TV commercials, printed collaterals, indoor/outdoor advertising, local travel and trade publications, and public relations programmes that highlight "Amazing Thailand Always Amazes You."

No tourism marketing promotion can ignore the impact of online media and social networking, where TAT is expanding our efforts. For the main TAT and in-market websites, we will introduce two-way communications and add more activities that will engage visitors. TAT will also add value to the in-market websites by developing them into a channel to offer special deals to our business partners, so we can highlight the special packages you offer to customers.

Our websites and others will be used to maximum effect to provide the latest information on Amazing Thailand and Amazing Products, and we will provide information about Thailand via mobile phones, and are even considering delivering informative tourism content through games via mobile phones. QR Code and E-book will also be launched. Our aim is to drive the demand for travel to Thailand that will bring more customers in through the doors of your travel agency.

The other way in which TAT will support you is through partnerships. We are encouraging joint marketing and advertising with special offers for trade partners. TAT is implementing more focused and targeted online marketing management to update our trade partners with the latest information on travel and tourism products and services. We will tap into new social media channels and digital opportunities to promote market segments.

TAT will also ensure we keep our travel partners and your frontline staff updated with details about new developments, products and services in Thailand, and will continue to broaden our strategic alliances. We will also organize briefings and seminars for tour companies as well as agent and media educational trips.

In addition, in realizing the importance of partnerships, TAT will support airlines and wholesalers to feature more Thailand packages. We will also reach out to the Australian public by participating in travel shows in Sydney, Melbourne, Brisbane, Adelaide, and Perth.

Ladies and gentlemen,
Let me give you an idea of our direction that we will use for the coming year that has taken into consideration the three key dimensions of tourism - the economy, environment, and society - to ensure long-term, sustainable tourism marketing for the future.

We have called this the "balanced strategy", which covers monetary value and emotional value that will strengthen the Thailand Brand with emotional value under the working concept of "Win Their Hearts, Win Their Minds."

We will also balance our market structure to equally emphasize on international and domestic travel. Given that TAT is already highly focused on international tourism, we will encourage greater domestic tourism as a part of life for Thais and Thailand residents.

Also in the case of unforeseen events like economic or political downturns or natural disasters, we will use short-term market recovery initiatives with a "Quick Win" strategy

But we will also build on long term market stability.

The next element is to compensate for arrivals in the traditional peak winter period and low season by promoting Green Tourism products to make Thailand a year-round destination.

The first 50 years of Thai tourism development focused largely on maximizing economic returns for Thailand. The next 50 years will require a focus on minimizing the ecological impact of tourism. This has recently been initiated with the signing of an MOU with key stakeholders in major tourist destinations around Thailand to create sustainable tourism awareness.

Using this balanced strategy and your cooperation, TAT will reach the target of 15.5 million international tourist arrivals in 2011. This represents a nine percent growth and should generate tourism revenue of around 600 billion Baht, or 20 billion Australian dollars.

Ladies and gentlemen,
What I have presented to you today is an overview of what we have in store for 2011. I believe that Thailand remains a leading destination brand that is highly appealing to Australian travellers.

Finally, I would like to thank all of you for joining us here today for your ongoing support for the past half century and look forward to working closely with you for the next 50 years. I am sure that 2011 will be a great year for all of us. And remember "Amazing Thailand Always Amazes You".

Thank you and sawasdee khrap.

"Amazing Thailand Always Amazes You" for the Australian Market
October 19, 2010

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[ Trade Release ] Posted by nattanich on 2010/9/24 9:10:00 (3265 reads)
Bangkok, September 23, 2010 - The Tourism Authority of Thailand (TAT) will officially kick off the Thailand Happiness Deals campaign to help tourism-related operators increase their sales channel to promote products and services via online.

Mr Suraphon Svetasreni, Governor of the Tourism Authority of Thailand (TAT), will preside over the press conference on "Thailand Happiness Deals" with TAT executives, honorary guests and media attending the briefing on September 28, 2010 at TAT Head Office.

"TAT is very happy to be working on the Thailand Happiness Deals campaign to promote the local tourism industry. The campaign will create smiles for both private tourism operators and tourists with many activities to help the operators increase their sales and marketing channels. They can offer tourism products and services at prices tourists are happy to buy (happiness deals). Customers can print out electronic coupons to use as discounts when they pay for tourism products and services with the operators," he said.

Moreover, TAT is promoting this campaign through virtual marketing to boost local tourism during September 1 - December 31, 2010.

TAT hopes its web site for the Thailand Happiness Deals project would allow tourism operators to meet customers directly through five main activities online. This campaign comprises 5 main activities as follows (1) Happiness Deals, (2) Happiness Blog, (3) Happiness Song, (4) Happiness Tourism Ambassador, and (5) Happiness Multimedia, which have been developed to completely support tourism operators through online marketing.

"The Thailand Happiness Deals campaign will not only stimulate the local tourism sector, but also develop the tourism information system or e-Tourism to support private operators. It will also enhance the efficiency of public relations and communications to promote Thailand through online channels, which are considered to reach a vast group of target customers in a shorter time," Mr Suraphon said.

Tourists and interested people can download and print out e-coupons at least 5,000 times to use as discounts at many tourism places participating in the campaign. The campaign?s impression through online media will be no less than 90 million and the cost per impression is no less than 0.30 Baht, and this will create value of at least 30 million Baht. The number of page views in this campaign is expected to be at least 4 million and unique IPs (UIP) will total 15,000 with the number of tourists engaging on activities on the web site to be at least 50,000.

Besides, a service centre will be established to provide support to tourism operators during working hours. A lucky draw will be held to give 5 tour prizes to those who download e-coupons. The special prizes in the Thailand Happiness Deals campaigns are worth more than 1 million baht including a 3-day, 2-night package at Sripanwa Phuket, a 3-day, 2-night package at Silavadee Samui, a 3-day, 2-night package at the Village Coconut Island, a 3-day, 2-night package at Pusita Chumporn, a 3-day, 2-night package at Cher Resort Cha-am, and Nokia 7 Bluetooth Pantonic.

Details of the five major activities under the Thailand Happiness Deals campaign are as follows:

1.Happiness Deals: The campaign offers discounts and special promotions from tourism operators nationwide, and they can meet customers directly through an online channel. The campaign's web site will gather special offers via Electronic Coupon s (e-coupon) from the participating operators and thus provide information about their venues. Customers can download and print out e-coupons to use at the mentioned places.

2.Happiness Blog: TAT will organise a contest for stories to share tourism experiences or reviews of tourist attractions or places through its blog to help promote them by the use of virtual marketing. Normally, virtual marketing has its influence in building trust and credibility more than other advertising. When you get information from forwarded mails, you will not ignore them because there are opinions or comments from friends. And when you post information on a blog or social network, your friends may read it.

So, the use of viral marketing to promote Thai tourism will attract a mass of people to get interested in and create a demand for local tourism. This will eventually stimulate the overall economy and create circulation of income in the country?s tourism industry. Importantly, this campaign is considered to use a marketing budget the most efficiently.

3.Happiness Song: The Thailand Happiness Deals campaign has re-arranged 'Pai Thew Kan Mai' by singer and composer Boyd Kosiyapong, and the public can download this song for free on its web site. The use of music marketing by the campaign will attract people to visit its web site and create an inspiration for people to travel inside the country.

4.Happiness Tourism Ambassador: The 'Pai Thew Kan Mai' song download activities via mobile phone systems will help promote the campaign among mobile phone users, which are the majority of the Thai population today. Everybody can be a tourism ambassador if they download this song as a calling melody. When someone calls you, they will hear this song and it makes you invite them to visit Thailand via the song Pai Thew Kan Mai. This will become a virtual marketing campaign to stimulate the tourism demand, and three mobile phone operators including AIS, DTAC, and True Move will participated in the campaign by offering a free download for this song as a calling melody.

Furthermore, there are special activities for mobile phone users from the three companies. They can have a free download for the Pai Thew Kan Mai song until 31December, 2010, and can join in the special lucky draw for six prizes including;
1) 3-day, 2-night package at Sripanwa Phuket
2) 3-day, 2-nights at Silavadee Samui
3) 3-day, 2-nights at the Village Coconut Island
4) 3-day, 2-nights at Pusita Chumporn
5) 3-day, 2-nights at Cher Resort Cha-am
6) Bluetooth Pantonic

5.Happiness Multimedia: The Thailand Happiness Deals campaign has many activities to create smiles for the people. Its web site has developed the multimedia system to accommodate video clips, slide shows, and picture galleries, which can be shared with friends through Facebook. Promoting through social networking will help create a phenomena and attract people to visit the web site and get information from tourism operators.

For more information, please contact Khun Nitaya Sukgasem 087-6833180

Contact information:
International Public Relations Division
Tourism Authority of Thailand
Tel: +66 (0) 2250 5500 ext. 4545-48
Fax: +66 (0) 2253 7419
Web site:


[ Trade Release ] Posted by admin on 2010/8/15 11:32:12 (73526 reads)
Bangkok, Chiang Mai, Phuket, Pattaya, Hua Hin, Koh Samui, Udon Thani and Hat Yai June 15 ? August 15, 2010

Visa and the Tourism Authority of Thailand Join Hands to Host the 2010 Amazing Thailand Grand Sale to entice international and local shoppers to cities around Thailand
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[ Trade Release ] Posted by admin on 2010/8/4 11:30:00 (60982 reads)
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