Saturday, October 9, 2010
TAT Makes “Balanced Strategy” Its Primary Blueprint for 2011 | e-Global Travel News
TAT Makes “Balanced Strategy” Its Primary Blueprint for 2011 | e-Global Travel News
The Tourism Authority of Thailand (TAT) has embraced a five-point “balanced strategy” to ensure long-term, sustainable tourism marketing for the future of Thai tourism in 2011 and beyond.
According to TAT Governor Mr Suraphon Svetsreni, “These principles of balance take into consideration the fact that tourism does not operate in a vacuum but is interlinked with three key external factors – the economy, environment and society – which have to be taken into account.”
The “balanced strategy” covers the following five elements:
BALANCE 1 – Monetary Value and Emotional Value
The recent TAT campaign “Amazing Thailand, Amazing Value” emphasises Thailand’s high value-for-money factor. TAT will balance this value element by strengthening Thailand’s brand image associated with the emotional value under the concept of “Win Their Hearts, Win Their Mind” by changing the tagline to “Amazing Thailand Always Amazes You”. This will reinforce the positive emotions on the charm of “Thai-ness” with the hospitality and friendliness of the Thai people, including Thailand’s unique art and culture.
BALANCE 2 – Domestic Tourism and International Tourism
TAT will strive to encourage domestic tourism as a part of life for Thais. This will help reduce the Thai tourism sector’s dependence on international markets that can be easily affected by either internal or external factors; such as, a global economic downturn or natural disaster.
At the same time, TAT will place equal emphasis on maintaining the country’s share of the global leisure market by targeting repeat visitors which now account for 62 per cent of the total and pursuing first-time visitors in new markets; such as, East Europe. CIS and North Africa. More repeat visitors will be sought from long-standing traditional markets such as Europe, Customer Relations Management (CRM) schemes will be implemented through the Amazing Thailand Card and Thailand Fan Club Projects. TAT will also increase focus on Experiential Markets where visitors can enjoy activities like golfing, diving, rock climbing; and Lifestyle Markets including health and wellness, weddings, and luxury and high-end markets.
BALANCE 3 – Short-Term Market Recovery and Long-Term Market Expansion
Short-term market recovery initiatives are response plans that TAT has to quickly put into place to alleviate the impact of events that disrupt the flow of visitor arrivals to Thailand.
The TAT has ensured effective crisis response by setting up the Tourism Intelligence Unit and Crisis Communication Centre (TIC) to pool the cooperation of the public and private sectors in responding to the situation and executing rapid recovery plans. Tourists can get real-time updated information both through the normal media channels as well as online via www.tourismthailand.org and www.tatnews.org.
Depending on the circumstances, TAT may opt to use a ‘Quick Win’ strategy with targeted special offers for short-term market recovery; such as, Super Deals to quickly bring back the less sensitive tourists first. However, this strategy cannot be prolonged as it will destroy the price structure. For long-term market expansion, adding the emotional value to our quality tourism products will help sustain growth.
BALANCE 4 – Peak Season and Low Season
TAT aims to balance the low or rainy season by promoting “Green Tourism Products” to position Thailand as a year-round destination. Thailand offers tremendous ecological diversity and a wide variety of landscapes. Combined with the simple and natural lifestyle of Thais living in these areas, there is tremendous potential for green tourism in the Kingdom.
BALANCE 5 – Gaining Economic Revenue and Preserving Ecological Assets
If the first 50 years of tourism development focused largely on maximising the economic returns, the next 50 years will require an equivalent focus on minimising the ecological impact of tourism by promoting sustainable tourism marketing, such as, Community-Based Tourism (CBT) and, Sustainable Tourism Routes. TAT has signed an MOU with the concerned stakeholders in major tourist destinations in Thailand to create sustainable tourism awareness. Moreover, to appeal to the growing market of environmentally-conscious travellers, TAT will implement introduce a Corporate Social Responsibility Project by launching the “Go Green, Go Thailand” campaign.
The Tourism Authority of Thailand (TAT) has embraced a five-point “balanced strategy” to ensure long-term, sustainable tourism marketing for the future of Thai tourism in 2011 and beyond.
According to TAT Governor Mr Suraphon Svetsreni, “These principles of balance take into consideration the fact that tourism does not operate in a vacuum but is interlinked with three key external factors – the economy, environment and society – which have to be taken into account.”
The “balanced strategy” covers the following five elements:
BALANCE 1 – Monetary Value and Emotional Value
The recent TAT campaign “Amazing Thailand, Amazing Value” emphasises Thailand’s high value-for-money factor. TAT will balance this value element by strengthening Thailand’s brand image associated with the emotional value under the concept of “Win Their Hearts, Win Their Mind” by changing the tagline to “Amazing Thailand Always Amazes You”. This will reinforce the positive emotions on the charm of “Thai-ness” with the hospitality and friendliness of the Thai people, including Thailand’s unique art and culture.
BALANCE 2 – Domestic Tourism and International Tourism
TAT will strive to encourage domestic tourism as a part of life for Thais. This will help reduce the Thai tourism sector’s dependence on international markets that can be easily affected by either internal or external factors; such as, a global economic downturn or natural disaster.
At the same time, TAT will place equal emphasis on maintaining the country’s share of the global leisure market by targeting repeat visitors which now account for 62 per cent of the total and pursuing first-time visitors in new markets; such as, East Europe. CIS and North Africa. More repeat visitors will be sought from long-standing traditional markets such as Europe, Customer Relations Management (CRM) schemes will be implemented through the Amazing Thailand Card and Thailand Fan Club Projects. TAT will also increase focus on Experiential Markets where visitors can enjoy activities like golfing, diving, rock climbing; and Lifestyle Markets including health and wellness, weddings, and luxury and high-end markets.
BALANCE 3 – Short-Term Market Recovery and Long-Term Market Expansion
Short-term market recovery initiatives are response plans that TAT has to quickly put into place to alleviate the impact of events that disrupt the flow of visitor arrivals to Thailand.
The TAT has ensured effective crisis response by setting up the Tourism Intelligence Unit and Crisis Communication Centre (TIC) to pool the cooperation of the public and private sectors in responding to the situation and executing rapid recovery plans. Tourists can get real-time updated information both through the normal media channels as well as online via www.tourismthailand.org and www.tatnews.org.
Depending on the circumstances, TAT may opt to use a ‘Quick Win’ strategy with targeted special offers for short-term market recovery; such as, Super Deals to quickly bring back the less sensitive tourists first. However, this strategy cannot be prolonged as it will destroy the price structure. For long-term market expansion, adding the emotional value to our quality tourism products will help sustain growth.
BALANCE 4 – Peak Season and Low Season
TAT aims to balance the low or rainy season by promoting “Green Tourism Products” to position Thailand as a year-round destination. Thailand offers tremendous ecological diversity and a wide variety of landscapes. Combined with the simple and natural lifestyle of Thais living in these areas, there is tremendous potential for green tourism in the Kingdom.
BALANCE 5 – Gaining Economic Revenue and Preserving Ecological Assets
If the first 50 years of tourism development focused largely on maximising the economic returns, the next 50 years will require an equivalent focus on minimising the ecological impact of tourism by promoting sustainable tourism marketing, such as, Community-Based Tourism (CBT) and, Sustainable Tourism Routes. TAT has signed an MOU with the concerned stakeholders in major tourist destinations in Thailand to create sustainable tourism awareness. Moreover, to appeal to the growing market of environmentally-conscious travellers, TAT will implement introduce a Corporate Social Responsibility Project by launching the “Go Green, Go Thailand” campaign.
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