Tourism group says Thailand needs better infrastructure and neighbourly connections
Thailand needs to improve air connectivity with neighbouring countries and its own infrastructure if it wants to boost arrivals, according to the Pacific Asia Travel Association.
"Asean nations are integrating into a single market that will bring more opportunity for Thai tourism because 64 per cent of arrivals in the region are intra-tourists and the percentage will increase dramatically," PATA chief executive officer Mario Hardy said yesterday.
The government should work more closely with the private sector to attract more visitors. It should expand air links with all major cities in the region to tap booming travel demand due to the emergence of low-cost carriers, PATA believes.
Thailand should also enhance its own infrastructure as well as its competitiveness through producing skilled labour and staff for the industry. There should be a crisis-management unit to deal with unexpected issues.
The United Nations World Tourism Organisation predicts the tourism industry in Southeast Asia growing 6.7 per cent per year over the next decade, faster than the global projection of 5 per cent.
PATA could help develop tourism in Thailand and Southeast Asia by assisting in organising conferences and seminars to give local operators and people a better understanding of the business.
It also can help promote destinations and help with training to hone competitiveness.
The public and private sectors in Thailand could focus more on unique products such as environment-friendly hotels, home stays and spa services.
Public toilets need better cleaning and community-based tourism needs heavier promotion, PATA says.
Content marketing has become a major force in many industries, and travel and tourism offers excellent potential, using video as a medium, because of its diverse and visually strong events and locations.
While digital and social media are the buzzwords across all industries, broadcasting still remains the fastest way to reach a global audience.
Media outlets, both mainstream and online, are all looking for content with good editorial value and strong visual appeal.
Tassapon Bijleveld, chief executive officer of Thai AirAsia, said the airline would maintain online distribution, as 85 per cent of its passengers make bookings online. The airline spends 75 per cent of its advertising outlay on digital media.
A good example was when Thai AirAsia X launched the Bangkok-Hokkaido route and gained 32,000 bookings online in one night. AirAsia in Thailand is hiring 22 staff for the online department.
Marisa Sukosol Nunbhakdi, executive vice president of Sukosol Hotels, said the group was now focusing more on the online channel as many other operators were doing – shifting from traditional trading using middlemen and travel agents.
About 30 per cent of reservations come from online travel agents, but some customers prefer to ask human agents to make bookings, just like at any luxury hotel, she said.
