As we near the end of what has been a tumultuous year for Thai tourism, TTN spoke to Pramoth Supyen, director of the Tourism Authority of Thailand (TAT), Dubai and Middle East office.
The past few months have been difficult for Thai tourism, coming on top of the economic downturn. How have the economic and political situations affected Thai tourism in terms of arrivals and expenditure?
Naturally the recent troubles in pockets of Bangkok have had a negative effect on the number of visitors to Thailand over the last couple of months and, with this, there has been a negative economic impact which was estimated at around 200 to 500 million Baht ($6.27 to $15.68 million) per day during March and April.
However, if we look at the total number of international arrivals for the first six months of 2010 we are encourage to see an actual increase of 13.7 per cent compared to the same period in 2009.
While foreign tourists to Bangkok declined by 10 to 12 per cent during the first part of April, other Thai holiday destinations, such as Phuket, Pattaya, Ko Samui and Hat Yai, actually increased by 10 to 15 per cent during the same period. Furthermore, tourists to these destinations tend to increase their average daily expenditure when compared to stays in Bangkok, so with regards to income received from tourists there have also been some mixed and interesting results.
I believe these mixed results can only be achieved when foreign travellers and the international travel industry truly know and understand a destination well. Thailand receives many repeat foreign visitors as they appreciate our country’s unique ‘Thainess’ and approach to hospitality, knowing that Thailand is a peaceful and welcoming country to foreign guests, offering value for money and amazing experiences. This first-hand knowledge by both travellers and the international travel trade has allowed many to evaluate these recent incidents both objectively and rationally.
How were numbers from the Middle East affected?
Despite a small drop in visitors from the Middle East to Thailand in May, the total number of visitors from the region to Thailand for the first six months of 2010 has actually experienced a robust increase of 22.2 per cent. For the UAE specifically the rebound has been particularly significant with the number of visitors in June up 25 per cent compared to those received in June 2009. In this respect it is clear that the Middle East as a source market has clearly rebounded from any short-term negative effects.
What is the current situation, are things starting to get back to normal?
Around the country and in Bangkok things are fully back to normal. Globally, international visitors are returning and from the Middle East markets a full recovery has occurred that is now expanding compared to last year.
Can travellers feel assured of the safety of the destination?
Perhaps the most important factor that has made Thailand a successful and safe destination for international tourists is what we call ‘Thainess’ or the Thai way of life which is always warm and welcoming to visitors. Within Thailand there can sometimes be domestic disputes that over escalate and when they do they are always regrettable, but they are never directed at international guests intentionally by either side. In this respect you can say that Thailand is a very safe destination.
Based on this, the Thailand government has actually gone a step further and made itself unique compared to any other destination by creating an insurance scheme that automatically covers, free of charge, all international visitors to the kingdom up to $30,000 each, should they be bodily harmed by any political instability.
Are there plans for any particular promotions to rehabilitate the country in terms of tourism?
There are numerous promotions being conducted in all major international markets which are on-going. Globally, a recent mega fam tour was conducted in July whereby more than 500 key outbound operators and media from around the world where invited to visit the country to see that all is back to normal. Furthermore, most hotels and resorts are offering unbeatable deals at the moment which have proven extremely successful in seeing a steady influx of new visitors.
Are there any specific promotions planned for the Middle East?
The Tourism Authority of Thailand Dubai and Middle East office has been extremely proactive over the last couple of months promoting Thailand in shopping malls directly to consumers, as well as working closely with travel trade partners to create and promote amazing travel packages to Thailand especially for the Holy Month of Ramadan. During this time many hotels are offering extremely attractive and value-added deals. It’s definitely an exciting time to travel to Thailand!
Any other news you would like to add?
There is a host of promotions and marketing activities to be rolled out, announced and implemented right through to next year, all of which will come under a general strategy we refer to as the ‘3 Gs’ for good health, good food and good price.
Good health refers to medical tourism, which has become Thailand’s product champion and will receive further emphasis here in the Middle East in the first week of October, when TAT will conduct a medical roadshow visiting the UAE, Oman, Qatar, Bahrain and Kuwait.
Good food refers to special promotions planned not only for Thailand’s already well-known and unique cuisine but also for the promotion of Thailand as a Halal food production hub and its suitability for Muslim visitors.
Finally good price refers to Thailand’s world leadership as a destination that offers true luxury and quality experiences at amazing value like nowhere else.