TAT plans to boost tourist spending, fuel domestic travel next year

 

The agency is holding it annual meeting on its marketing action plan this week in Khon Kaen, brainstorming new strategic initiatives for the coming year. The authority will announce the final master plan next Monday.

Yuthasak Supasorn, governor of TAT, said the agency would continue promoting the concept of “Thainess” tourism to boost the domestic market and it would expand the strategy internationally through a new national tourism campaign, “Discover Amazing Stories in Amazing Thailand”.

The campaign will aim to expose foreigners to Thainess at unique locations.

Yuthasak said TAT aimed to increase tourism income from the Bt2.58 trillion projected this year to Bt2.89 trillion next year, or a 12-per-cent increase, with Bt1.89 trillion coming from international markets and Bt1 trillion domestically. 

“The top concern for the coming year is to boost tourist spending per head per trip by 10 per cent, from Bt54,000 to Bt55,500” on average, he said.

If the TAT is able to achieve next year’s revenue target, the tourism sector should contribute up to 20 per cent of the country’s gross domestic product, up from 16 per cent last year.

Because of strong growth in the first half this year, TAT has raised its international-arrivals forecast from 29.9 million to 34 million, while hoping that the domestic market will also grow. 

The revenue target for this year has been raised from Bt2.41 trillion to Bt2.58 trillion.

Next year the proportion of total tourism revenue from the domestic market is forecast to rise from 33 per cent to 35 per cent.

To meet these targets, the TAT will have to seek more niche markets and high-spending groups, including the meetings, incentives, conventions and exhibitions (MICE) segment and community-based tourism. 

Yuthasak said the tourism industry might face difficulties from unpredictable issues overseas, including Britain’s decision to leave the European Union. 

“I’ve asked all offices of TAT overseas to monitor the impact of [the Brexit]. So far, there is no significant impact seen in the short term,” he said.

The TAT believes that the stronger yen will keep many Thais from travelling to Japan and they will stay home. 

“Because of these factors, TAT will be focusing more on the domestic market,” Yuthasak said.

The TAT will continue to focus on tapping wealthy tourists from China along with promoting Thailand as a weekend destination. 

It also aims to boost arrivals from the Middle East as major airlines including Thai Airways International and Thai AirAsia X now operate direct flights to Oman, Iran and other destinations in the region. 

Emirates will increase flights into Thailand and add Phuket as a new route to serve demand in the high season.

Yuthasak predicted that Thailand’s political situation would improve in the second half of next year after the general election, helping to drive tourism growth.