TAT’s ambitious targets attainable, TCT says

Ittirit Kinglake, president of the Tourism Council of Thailand (TCT), said yesterday that the country could reach those lofty records if it can push the right marketing efforts as well as initiate more tactics.

The tourism industry has recovered rapidly from the horror of the Erawan Shrine bombing last August and violence overseas. However, there are still many challenges lying ahead in the coming year including global economic instability and unpredicted political issues internally.

“The TCT feels that although the agency [TAT] is aiming too high, those are the projections so far. If there are no bad factors to come, the country has the opportunity to realise those high hopes,” he said.

Eric Brand, director of operations at the Arnoma Grand Bangkok Hotel, said Thailand would remain a popular destination for international tourists, judging from advanced bookings made for the coming high season. 

Hotels in Bangkok will operate at an average occupancy rate of up to 90 per cent in the final quarter this year, he predicted, about 5-10 percentage points up from the last peak season.

“Even in the current low season, many tourists are coming to Thailand. Many Europeans shifted their vacations from the Middle East to Thailand, while Asian travellers are also avoiding going to Europe,” he said.

According to Ittirit, British voters’ decision to separate from the European Union will reflect on the inbound business only for a short time, as people may suspend their overseas trips. Once the United Kingdom’s economic structure gets back on track, tourists will start going overseas again. 

TAT yesterday announced its action plans for 2017 to the private sector, after spending a week brainstorming and strategising.

TAT governor Yuthasak Supasorn said the agency would start shifting the structure and direction of the national tourism industry towards a new value-based proposition to position Thailand as a quality leisure destination.

The new policy is designed to bring tourism, now recognised by the country’s leaders and policymakers as one of Thailand’s most successful economic pillars, in line with the 20-year reform programme called “Thailand 4.0” being charted by the government under the vision “Stability, Prosperity and Sustainability”.

Tourism is one of seven industries considered the backbone of the emerging “digital economy”. It also has enormous potential to contribute to the creative development of sub-sectors such as health and wellness, culture and heritage, and the natural environment, TAT believes. 

The new model will strive to transform Thailand’s comparative advantage into a competitive advantage. TAT will develop a broad range of marketing-communications materials in line with the objectives to give greater prominence to the “unique local experience of Thailand” on the world stage. 

The “Amazing Thailand” brand will remain in place, supported by powerful narratives called “Discover Amazing Stories in Amazing Thailand”.

For next year, TAT has selected Chiang Rai as a model for sustainable tourism development. 

The foundations of green growth – economic, social and environmental balance – will be laid first in Chiang Saen district and later gradually expanded across the province.

This year, Thailand will| be the host country for the annual World Tourism |Day marked on September 27, under the aegis of the |UN World Tourism Organisation. 

Next year, Thailand will also host the summit of the World Travel and Tourism Council in April and the Destination Wedding Planners Congress in May.