Thai-m for Thailand...

Thailand’s tourism sector has emerged from political turmoil and economic crisis to come back stronger than ever before.

t’s been a rocky couple of years for the Thai tourism industry. The economic downturn and a prolonged period of social unrest in Bangkok, which devastated the tourism sector over the months of May and June last year hit international arrivals hard.

But Thailand’s tourism sector has proved its resilience and has bounced back stronger than ever, as the numbers demonstrate.

“In May during the protests, tourists fell from this region,” admits Pramoth Supyen, director, Tourism Authority of Thailand (TAT) Middle East office. Arrivals from the region fell by almost 13% year-on-year.

“But in June we saw a rise of 7%, and in July there was another increase. Overall from the Middle East market last year we increased 24% in terms of visitor numbers on the previous year,” he says.

Supyen attributes the overall positive result for Thailand to the enduring popularity of the destination in the GCC market, coupled with the tourism board’s strong working relationship with the travel trade, which helped to pull it through the crisis.

TAT ploughed its energies into luring back visitors after the widely-publicised protests: “We introduced an insurance scheme which covers every tourist, up to US$30,000 should they be affected or physically harmed due to any political instability in the country,” explains Supyen.

“At any one time we have one million tourists in Thailand so this tells you how confident the Thai government is in the stability of the country. It also convinces the travel agents that we talk to of the country’s safety, and once the agents are confident, people talk to them, and they feel more comfortable.”

TAT’s Dubai office currently overlooks the entire Middle East region including the Levant, Jordan, Syria, Lebanon, GCC, Iraq, Yemen and Egypt — markets which Supyensays hold vital importance for the Thai tourism industry.

“The Middle East market is really important for us. From here it is really easy and convenient for everybody to go to Thailand —it’s just a six hour flight. In total from the Middle East there are 125 flights per week.

And now there are not just direct flights to Bangkok, but also direct flights to Phuket with Qatar Airways and with Mahan Air from Tehran.”

According to Supyen the biggest challenge for the authority is tailoring Thailand’s product offering to suit the various markets.

“Every market has a different challenge and every region sees something different in Thailand. In the Levant they look at Thailand as a honeymoon destination, in the GCC it is more of a shopping destination.

“For example take Krabi. You can market it one way for the Western expat, but when it comes to marketing it to the Arab national it’s a totally different challenge.

Western expats can be invited to go to Krabi to experience the calmness and serenity of the area and maybe some soft adventure. But the Arab national will need more convincing to go there and will want to know of the availability of services. When it comes to the Indian sub continent, Pattaya is always their first choice.

“It’s all about tailoring the product,” he adds. “For example during Ramadan this year we plan to target more the western expats to try and offset a little the expected drop in numbers from the local community.”

A Revieved Brand
To capitalise on the interest from the Middle East market, TAT reveals it plans invest US$ 1.1 million (AED 4 million) in marketing Thailand in the region this year.

“We are targeting a 15% rise in visitor numbers from the region this year,” says Supyen. “Unfortunately for the next six years, Ramadan is falling in the high season so this will affect the pattern of travel.

But we have already educated the hotels in Thailand about what Ramadan is and what it means for the Middle East and Muslim traveller. Some hotels have said they will provide Iftar, Suhour and even transportation to nearby mosques.

“Our job is not only to educate the market here about Thailand but also to educate the Thai private sector about how to cater to the Middle Eastern traveller.”

The ‘Amazing Thailand’ brand, first launched in 1997, has evolved this year with the tag line ‘Always Amazes You’.

“Last year, and the year before, with the economic crisis we campaigned on the promise of value for money,” explains Supyen. “ But this year we’ve changed the focus to be about emotions, and to show that we are a country with variety, and we are ready to welcome every kind of tourist.”

The new tag line has been designed to reinforce the “positive emotions” that visitors to Thailand experience, and the fact that whether or not people have visited the destination before there are plenty of experiences on offer.

“There are so many things you can do in Thailand, wherever you go. The first time people come they might go to Bangkok, but the next time they can go to Phuket, then Krabi, Koh Samui… every time they go, they get a different feeling.”

For Middle East visitors, Thailand’s cities and the northern parts of Thailand remain the most popular says Supyen.

“If people want to go for culture they can go to the North — there they can touch the culture and the ‘Thainess’. Younger people prefer soft adventure and eco-tourism.”

Agent Interactivity
TAT has pledged that a major focus for this year will be to work more closely with the travel trade throughout the region.

“Interactivity with the travel agents is our main drive for this year,” says Supyen. “Our ambition is to continuously educate the market. So we constantly visit the agents and give them product briefings.”

TAT has launched a number of new initiatives designed to reach out to the trade, including a road show of Thai suppliers — one has just taken place in Iran, and another is planned for the GCC later this year.

Fam trips are also on the cards for agents. An additional 12,000 rooms will be added to Thailand’s hotel inventory this year, and tourist attractions are also being upgraded — such as Safari World, Bangkok, and a brand new Madame Tussauds which opened in December (the U$16.3million attraction is the first Madame Tussauds in South East Asia). TAT wants Middle East agents to experience the new offerings for themselves.

“We do fam trips throughout the year. We have one out from Syria at the moment, and one going out from Lebanon soon,” says Supyen. “We are also planning a mega fam trip in the month of March when we will invite around 50 travel agents from around the entire region.”

TAT also has a popular online agent training programme: the Amazing Thailand Academy. Agents that pass the nine-module training programme are nominated for a fam trip (the first group of ‘Amazing Thailand Academy’ graduates returned from Thailand last month — turn to p.44 to read their feedback).

“This is a way to take the frontliners, because sometimes the frontliners don’t get to participate on fam trips,” explains Supyen.

“In many cases we invite the travel agency and it is up to the manager to nominate someone to go — sometimes they go themselves and sometimes they send someone.

“We want to nominate the people who are actually selling Thailand, so by passing the Amazing Thailand Academy, the agents qualify to go.”

Another travel trade initiative is TAT’s ‘Best Itinerary’ contest. Agents have to submit their dream Thailand itinerary on a given theme, and the winning itinerary will be awarded their dream trip to Thailand.

“We give them the theme and they have to include the calculated budget,” explains Supyen.

“The reason we do this is that we want it to be as if someone could walk in a buy this itinerary. We judge it one how they have incorporated the ‘seven wonders of Thailand’.

The originality, whether he has brought something new to the market as well as the budget. The winner will win their actual itinerary for two people — they just need to provide the tickets.”

Medical Tourism
Another major plank in TAT’s strategy this year is to promote medical tourism.

“Thailand is becoming very popular among the visitors from this region for medical treatments, because of the standard and because of the price — it’s very cheap,” says Supyen.

“The same standard of medical care is available as in Europe. The machines are the same, the doctors have been educated so we provide the same services but at a lower price.”

He adds: “A lot of Arabic people go to Thailand and combine their holiday with a medical treatment. They also bring their families along who do shopping and sightseeing while they are there.”

“People go for all kinds of treatments from total hip replacements, knee replacements, cancer treatments; some go for plastic surgery or weight loss treatments. Most of the hospitals who take Arabic patients have Arabic translators now. “

TAT is working with government offices throughout the region to promote its medical services. “For example in Kuwait right now we are dealing with the Ministry of Defence, Ministry of Interior and Kuwait Oil Company.”

Where to stay: thailand’s hottest new hotels

Thailand has welcomed some exciting new properties over the last few months and there are more in the pipeline.

Banyan Tree Samui - Koh Samui
This highly-anticipated resort arrived in July 2010. Combining the best elements of a tropical getaway, Banyan Tree Samui offers large private infinity pools, villas, and the only hydrotherapy spa — The Rainforest — in Koh Samui.

Tightly clustered on a private hill cove within Lamai Beach, overlooking the Gulf of Thailand, the resort is just 30-minutes from Samui International Airport. The private pools are the largest on the island.
 

Opened July 2010

The Westin Siray Bay Resort & Spa Phuket
This peaceful retreat nestled on Siray Island off Phuket’s east coast, boasts breathtaking ocean views and its own secluded beach.

All 261 rooms, suites and villas enjoy panoramic sea views, outdoor balconies, rainforest showers, a Heavenly Bed, large LCD television, DVD player, and iPod docking station. Some villas even feature private plunge pools.

Opened August 2010

Amari Residences Bangkok
Ideally situated for visitors or their families seeking medical treatment at the adjacent Bangkok Hospital, the stylish Amari Residences features 128 modern residences ranging from studios to two-bedroom units complete with living and dining areas, work areas and fully-equipped kitchens.

The residences are within easy access of Bangkok’s business centre, tourist attractions and the city’s underground MRT system.

Opened October 2010

The St. Regis Bangkok
This prestigious hotel is situated in Bangkok’s most coveted address along Ratchadamri Road — the city’s key commercial corridor, home to Bangkok’s major corporations and elite financial institutions.

The property features a fully stocked wine cellar, gourmet restaurants, the exclusive Elemis Spa and elegant rooms attended to by signature St. Regis butlers.

Opening April 2011

Sofitel Bangkok Sukhumvit
Located on Sukhumvit Road, flanked by the commercial and financial district and prime shopping areas, this opulent five-star hotel will feature 345 rooms and suites with fantastic views over Bangkok. It’s also within easy walking distance of underground and sky train stations.

Opening December 2011

Amari Hua Hin
Just two-and-a-half hours drive from Bangkok; Hua Hin is a popular resort for both Thai and foreign holiday makers. Amari Hua Hin’s contemporary architecture models itself on the rhythm of the waves and stands amid the lush landscaping of tropical gardens. Guests can choose from a range of accommodation options each with first-class facilities and stylish interiors.

Opening Q4 2011

Conrad Koh Samui Resort and Spa
Opening later this year, the resort promises to set new standards for spa resorts on Koh Samui.

Comprising 79 villas and 39 Conrad Residential villas, the property is located on a secluded hill, overlooking Aow Thai Beach at the south west tip of the island with panoramic views of the Gulf of Thailand, outlying islands and the surrounding landscape of lush coconut plantations. Each villa will have a private plunge pool and outdoor sundeck.

Opening 2011

Oriental Residence Bangkok
Located on Wireless Road, a well-known area in the heart of downtown Bangkok, these studio, one, two and three bedroom serviced apartments will offer guests a luxurious residential experience in a sophisticated, contemporary interior. The property is the first project for newly-announced luxury hotel brand Saffron (part of the Onyx Hospitality Group).

Opening October 2011

The Amazing Thailand Grand Sale 2011
Thailand is hoping to lure Arab travellers with the announcement of its biggest-ever Grand Sale shopping extravaganza to be held in key tourism cities between 15 June to 15 August.

TAT wants 10,000 shops, department stores, hotels, airlines, spas, restaurants and golf courses to take part in the sale across Bangkok, Chiang Mai, Pattaya, Hua Hin, Ko Samui, Hat Yai and Phuket.

This year the focus is on promoting the sale of locally-made products and Thai fashion brands including Jaspal, Fly Now Soda and Theatre, as well as popular Thai wholesale and flea markets such as Bangkok’s Chatuchak Weekend Market.

Tourists will able to experience some great value shopping, with sales price reductions of up to 80%, and 10-20% discounts on dining. There will also be a chance to win the “30 Days Experience Thailand” grand prize.

Participating travel agents can offer clients special privileges such as welcome pack vouchers, special prices on travel insurance and fast-track immigration.

Such as, handicrafts, apparel, decorations, and home-use products made under the umbrella of the One Tambon One Product (OTOP) scheme.

The OTOP scheme allows villages all over Thailand to specialise in making local products with the Royal Thai Government providing support for marketing, distribution and sales.

The scheme contributes significantly towards job creation, and poverty alleviation in the provinces. Shoppers will also get shopping discounts of up to 80% on products and up.