HAVING spent the last three years in her role as Deputy Governor for International Marketing for the Tourism Authority of Thailand, Juthaporn Rerngronasa has witnessed perhaps some of the most difficult years in the last decade when it comes to tourism. Natural disasters such as the floods of 2011 which affected over 13 million people and a global recession which led to a drop of 35 million international visitors worldwide between 2008 and 2009 are no mean feats. However, Thailand seems to have overcome such events, modestly highlighting successes that include 60 per cent of repeat tourism business in 2011 and an increase of 7.13 per cent in international tourist arrivals in 2012 compared to 2011 (January to April).
Speaking to TTN Rerngronasa outlined her feelings regarding her most prolific success: “For the past three years, Thailand has had problems with various crises, but we are confident in that, even though such disasters occurred, the number of tourist arrivals did not decrease. This is because most of our customers are repeat guests; 60 per cent of our tourists last year were repeat visitors so our guests know Thailand very well.”
According to Rerngronasa, focusing on increasing the revenue per visitor rather than increasing visitor numbers themselves, has been an effective strategy, commenting: “We are not only caring for the number of increase in visitors but focusing more on the revenue of tourism.”
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The result is that Thailand is among five global destinations whose international tourism receipts in 2011 grew by $5 billion or more in absolute terms, with income rising by $6.2 billion to a record $26.3 billion.
Such results have been achieved by highlighting and promoting four specialised elements including weddings and honeymoon, medical and wellness, golfing, and eco-tourism. This niche strategy has been communicated to the business and consumer public alike under the heading ‘customise your experience’. Through these four areas, high-end travellers are specifically targeted and encouraged to visit Thailand, to enjoy a holiday that suits their requirements.
“We would like our visitors to know that nowadays, our strategy is more focused on the niche market which is the four segments we are targeting this year. We think these kinds of segments, especially health and wellness, will be suitable for the markets including the Middle East,” explains Rerngronasa.
Of particular interest to the Middle East market and beyond, is the benefit of Thailand’s medical, rehabilitation and wellness offering. Between January and April, 2012, 1.8 million visitors have already taken advantage of the reputed hospitality that Thai hospitals offer compounded with the fact that costs are much more competitive when compared to other parts of the world. Another huge incentive is being able to combine treatment with a relaxing holiday on one of Thailand’s picture perfect islands in order to recuperate.
Thailand is already a very well-known destination for its beaches and cultures and the strategy was developed in order to go beyond the surface to highlight other key selling points of the destination such as cooking, relaxations, sports, and special occasions, to name a few.
Rerngronasa sums it up when she says: “We are confident that we, as a destination, have a lot to offer.”
Thailand recorded a 31 per cent increase in tourism receipts in 2011 over 2010, according to Ministry of Tourism and Sports figures. The total earnings of 776 billion baht ($25.45 billion) were also well above the original target of 716 billion baht ($23 billion).
By Karen Osman