TAT bids to attract more big spenders

A key focus next year for the Tourism Authority of Thailand will be attracting more “quality” tourists as it strives to achieve the government’s Bt2-trillion tourism-revenue target for 2015.

The TAT expects the proportion of foreign tourists in the middle-to-upper market will rise to 40 per cent from 30 per cent at present. This year, foreign arrivals are expected to be 24.5 million.

The TAT is outlining its challenges at its annual five-day Action Plan workshop, which commenced yesterday. About 300 TAT employees from 26 overseas and 35 domestic offices are attending the event to discuss operational plans. Next Monday, the results of the discussions will be announced officially.

Tourism and Sports Minister Somsak Pureesrisak, who presided over the event’s opening day, said he was confident that Thailand can achieve the Bt2-trillion revenue target by 2015 via productive strategies and focusing more on quality tourists. However, all stakeholders in the industry have to work together to overcome obstacles faced by the industry, especially ensuring tourist safety and cracking down on unfair services.

TAT governor Suraphon Svetasreni said keeping the revenue coming in without relying on visitor numbers alone – that is, earning more per head – was an essential policy. Besides the revenue issue, this would minimise congestion in tourism locations. Repeater tourists will be introduced to secondary cities.

First-time and repeater tourists will be in focus equally. At present, 70 per cent of foreign tourists are repeaters. Next year, the first-visit group will increase its share, with the hope that they will be future repeaters.

Growth in tourism revenue from foreigners is projected at about 13 per cent next year from about Bt1.14 trillion forecast for this year. The key strategy is to maintain current markets such as Britain, Germany, Spain and Italy while also looking for new ones such as Latin America, Canada and Eastern Europe. Meanwhile the Asian market is projected to show the biggest growth.

The TAT will also focus on niche markets and expand these to secondary cities. Tourists in this category are big spenders. Niche markets include spas, honeymoons and weddings, golf, medical, and eco-tourism.

At the workshop, Suraphon said the opening of the Asean Economic Community was under its attention in line with the policy of the government, which has spent a large amount on its promotion. The TAT will have to discuss how to cooperate with the other nine member states under the “AEC for All” scheme while maintaining Thailand’s competitiveness at the same time.

These efforts will lead to regional tourism development. Intra-region travel throughout the 10 nations will be on the rise and create tourism connectivity.