Sufficiency Economy Tourism
Thailand Branding
“Seven Amazing Wonders” of Thailand
International Marketing
Domestic Marketing
The Tourism Authority of Thailand (TAT) presented Thailand’s 2008 tourism marketing plans at its annual Marketing and Planning (MAP) Conference. The five-day event (9-13 July) provided a forum for extensive consultation with private sector representatives of the Thai tourism industry, as well as state agencies and organizations responsible for the planning, development and management of the country’s travel and tourism-related resources.
Thailand’s five-year tourism marketing and promotion plans (2007-2011) reflect the national agenda: striving to maintain a delicate balance between economic growth and the achievement of sustainable development. The idea of a “sufficiency economy” has been advanced by His Majesty King Bhumibol Adulyadej, Rama IX.
INTRODUCING “SUFFICIENCY ECONOMY” TOURISM
The pursuit of Thailand’s new concept of “sufficiency economy” tourism has presented Thailand with a golden opportunity to adjust many of the tourism policies and marketing strategies in line with the sufficiency economy principles of His Majesty the King to create a better balance between development and marketing.
"Sufficiency Economy"1 is a philosophy that stresses the middle path as the overriding principle for appropriate conduct by the populace at all levels. This applies to conduct at the level of the individual, families, and communities, as well as to the choice of a balanced development strategy for the nation so as to modernise in line with the forces of globalization while shielding against inevitable shocks, internal and external, and excesses that arise.
"Sufficiency" means moderation and due consideration in all modes of conduct. To achieve this, the application of knowledge with prudence is essential. In addition, a balanced approach combining patience, perseverance, diligence, wisdom and prudence is indispensable to cope appropriately with critical challenges arising from extensive and rapid socioeconomic, environmental, and cultural changes occurring as a result of globalization.
Sufficiency economy tourism promotes quality tourism by attracting individuals who are more sophisticated, environmentally aware and responsible. In a renewed effort to promote sustainable tourism by reducing tourism pressure and environmental impact on natural and cultural attractions, the new tourism policy of the Royal Thai Government focuses more on yield and expenditure per visitor than on headcount.
Sufficiency economy tourism plans place equal importance on the significant contribution that tourism makes to the national economy as well as the vital role it plays in promoting the cultural, social and economic development of rural communities, raising the overall standards of living and contributing to a better quality of life. Equal attention is paid to ensuring both sustainability and grassroots benefits from tourism.
While Thailand’s destination marketing campaigns will continue normally, the Royal Thai government is focusing more attention on how to best influence and improve the experience for every visitor.
Thailand’s fresh emphasis on sufficiency economy tourism is perfectly tailored to the experiential wants of a new generation of world travellers who wish to be socially and environmentally responsible. They are as much on a quest for new knowledge and cultural exchange as they are in search of leisure, rest and relaxation. They are keen to learn about the communities they visit. This has led to the increasing popularity of community-based tourism.
Sufficiency economy tourism presents opportunities to enhance the experience for visitors by highlighting the uniqueness of Thailand’s tourism assets, particularly cultural heritage. Sufficiency economy tourism also makes it possible for visitors to immerse themselves in colourful local culture and learn about Thai ways through the conservation of traditional Thai culture and the development and promotion of community-based tourism. It promotes the protection and preservation of the natural environment and instils pride in the national heritage among the local population. This all helps pave the way towards sustainable tourism development, strengthens the Thailand brand, and sharpens the kingdom’s international competitive edge.
“Sufficiency economy” tourism recognizes that tourism development needs to proceed in tandem with the preservation of the kingdom’s natural resources and cultural treasures. Achieving this demands true commitment from the Thai tourism industry to devote increased effort and resources to rehabilitate popular attractions. Many are in urgent need of restoration following decades of being subjected to heavy tourism traffic, both foreign and domestic. This will be undertaken in co-ordination with the relevant ministries, government departments and local administration units in a way that takes into account the prudent carrying capacity of each attraction to ensure its long-term viability.
TAT has set its 2007 targets at 14.8 million international visitors which will help generate estimated revenues of 547.5 billion baht (about US$ 14.5 billion). The domestic tourism target is for 82 million domestic trips with a projected revenue of 377.8 billion baht (approximately US$ 10 billion). Efforts will be directed at ensuring a good mix of source markets in terms of both customer segments and geographical distribution.
Source: 1The 1999 TDRI Year-end Conference Distribution Material
Web site: www.chaipat.or.th/chaipat/journal/dec00/eng/e_economy.html
