Moving from mass market to luxury
TO A large degree, the SA
travel space to Thailand
tends to be flooded with
R10 000, seven-night beach
packages, which has made
it particularly popular with
travellers on tight budgets. But
the destination wants to shed
its reputation for mass market
and instead focus on targeted
new niches – luxury travellers
in particular.
John Ridler, PR and media
manager for Thompsons
Holidays, says Thailand has
made some big strides in
breaking away from the cheap
beach breakaway stereotype.
“There is a greater element
of adventure and culture,
available through tours and
excursions, to give clients a
true feel of the essence of
Thailand, from interacting with
elephants to temple tours,
visiting the hill tribes in the
jungle – there is so much
more to offer than just the
beach.”
Lesley Simpson, marketing
representative for the Tourism
Authority of Thailand (TAT)
in South Africa, says it is an
ongoing goal to highlight the
diversity of different travel
experiences to Thailand, and
across all markets.
“Traditional markets would
be family, honeymooners, and
student travel but for the past
two years we have also looked
to special interest, covering
luxury travel, sport such as
golf, as well as the LGBT
traveller. Thailand is not simply
about Phuket and so the
objective is to educate both
the agent and the traveller on
the many different highlights
and experiences Thailand has
to offer,” says Lesley.
Open to ‘New Shades’
In an effort to encourage
travellers to change
perceptions of Thailand, TAT
has launched its ‘Open to
the New Shades’ marketing
campaign. TAT deputy governor
for marketing communications,
Tanes Petsuwan, explains:
“The Amazing Thailand’s
‘Open to the New Shades’
concept is about asking
visitors to open their minds
and hearts to deepen and
widen their experiences into a
new perception of attractions
and variety of experiences in
Thailand.
“The communication
campaign will introduce brandnew
products to visitors,
or reveal a new charming
character of well-known
destinations through creativity.
This campaign aims to attract
more repeat visitors and firsttime
travellers. Visitors can
discover new perspectives in
existing attractions or indulge
in experiences in new tourist
attractions,” he adds.
The campaign covers
five main travel sectors:
gastronomy, arts and crafts,
Thai culture, nature, and Thai
way of life. It is in line with
the strategy to shift Thailand’s
travel industry away from mass
markets to niche markets,
especially high-spending, longstaying
travellers.
Mixed response
So, are agents getting more
creative in terms of selling
Thailand outside of the ‘cheap
and cheerful’ packages we’ve
grown accustomed to? Yes
and no, says Lesley. “Some
most definitely,” she says,
“But as TAT, we are always
looking for new creative ways
in terms of joint marketing.
It cannot be the same as
previous years as travellers’
demands have changed. We
need to get more creative
and even look at more B2C
(business to consumer)
opportunities.”
Emerging high-end options
Khao Lak
About an hour-and-a-half
from Phuket airport, Khao
Lak is definitely on the up,
says Lesley. “It is much
quieter than the likes of
Patong, so well suited
to the repeat client but
also the more discerning
traveller, as there are a
few beautiful properties
such as the Beyond
Resort, Centara, Bangsak
Merlin, as well as the
smaller, more boutique
equivalent of the Sarojin.”
Northern Thailand
Heading inland, northern
Thailand – Chiang Mai and
Chiang Rai in particular
– are taking shape with
increased demand. “It
is such a beautiful part
of the country, offering
everything opposite to the
southern parts – even its
food,” says Lesley.
Luxury on the seas
Further reinforcing
Thailand’s luxury offering,
this year for the first time,
the Tourism Authority of
Thailand opted to give
its media briefings at
Thailand Travel Mart Plus
(TTM+) on board luxury
yachts moored at the
Ocean Marina Pattaya.
The deluxe, multimilliondollar
yachts are available
for daily or overnight
cruises and charters
by clientele celebrating
special occasions such
as honeymoons, weddings
and anniversaries.
Explaining the decision,
Tanes says: “This year, we
shifted the focus
(of TTM+) to a niche
market theme, ‘Million
Shades of Romance’,
so it was decided to shift
the focus of the media
briefings accordingly, too.”
Discussing topics
addressed, he added:
“We were asked
everything from the
treatment of animals
to new infrastructure
projects to garbage
disposal to opening up of
secondary cities and new
airline connections.
“There is no doubt a
sea change is occurring
in the way travel
journalists report on
developments.”
Temporary visitor ban at key attraction
FOLLOWING the decision
to implement a fourmonth
tourism ban to
Maya Bay in Phi Phi
National Park (ending on
September 30), the Thai
government has explained
that it will be strictly
enforced. No boats are
permitted to enter the
bay in front of the beach,
or even drop anchor at
nearby Loh Samah Bay.
During this period,
the government will
undertake a coastal
and marine environment
quality evaluation
study on the condition
of reef and beach
resources, environmental
control, and tourism
management. This will
be used to determine
measures during future
off-tourist seasons.
Book it!
Wendy Wu’s ‘Culinary and Cooking in Thailand’ private tour
(ex-JNB) starts from R30 824 per adult in a twin/double room.
Rates include international economy-class flights on Singapore
Airlines, domestic flights, six nights’ accommodation at threestar
hotels, private airport transfers, specific meals, Englishspeaking
guides on excursions, boat trip, two bottles of mineral
water per day and government taxes. It excludes airport taxes of
approximately R904. Valid until end-September 2018.
Keep your guests out of jail
HOLLYWOOD may be
to blame for creating
the misconception that
Thailand is a destination
where ‘anything goes’ with
depictions of wild full-moon
parties and never-ending
street parties, but the
reality is the country is
very firm when it comes
to certain issues. It is
often the job of the agent
to explain to clients that
certain behaviour will not be
tolerated by Thai authorities.
Discussing the royal
family
The royal family are loved
by the Thai people and
it is a crime to speak
disrespectfully about any
member of the monarchy.
It is considered extremely
impolite to ask any probing
or potentially seditious
questions. Travellers may
even notice that access
to certain news sites has
been blocked in Thailand
because of stories they
have reported about the
royal family. John Ridler
of Thompsons Holidays,
says the Thai take “great
offence” at any criticism or
defamatory remarks. “Show
nothing but respect when
making any reference to
their King or Queen.”
E-cigarettes and vaping
It is illegal to bring vape or
e-cigarettes into Thailand
and those caught trying to
do so could end up facing
harsh repercussions,
including up to 10 years in
prison. According to the UK
Foreign and Commonwealth
Office (FCO), the sale and
supply of e-cigarettes are
also banned, with a heavy
fine or up to five years’
imprisonment if found
guilty.
Smoking on beaches
In January this year, the
Thai government introduced
a smoking ban for specific
beaches in Koh Samui,
Pattaya, Prachuap Khiri
Khan, Chon Buri and
Songkhla. The FCO says
those caught smoking in
non-designated areas could
face a THB100 000 fine
(R40 500) or up to a year
in prison.
Images of Buddha
When travelling in and
out of Thailand’s airport,
your clients are likely to
notice signs stating that it
is a crime to buy Buddha
images for decorative
purposes. In Thailand, it
is prohibited to export any
image of Buddha without
written permission from the
Thai Government Fine Arts
Department or a licence.
If a tourist is planning to
purchase a Buddha, this
needs to be done from a
licensed vendor – also, they
cannot carry more than five
statues at any time and
each statue should not be
larger than 12cm.
General etiquette
TAT’s Lesley Simpson says
she always recommends
that travellers learn to ‘wai’
when visiting Thailand.
“This involves pressing
palms together and bowing
your head slightly followed
by the gents’ or ladies’
equivalent of ‘sawadeeka’
or ‘sawadeekap’.” She also
recommends learning a few
easy words, even if just to
say ‘thank you’, adding that
these words change when
addressing men and women.
As is the case in many
destinations, it is strongly
advisable that travellers
dress conservatively when
visiting temples. In the case
of women, it means covering
their legs and shoulders,
and everyone should remove
their shoes upon arrival.
Advise travellers to keep a
look out for signs indicating
whether photography is
permitted or not. If sitting
down, never point feet
toward a Buddha image.
John adds that monks
come only just beneath
the monarchy in the social
hierarchy. “Theoretically,
monks are forbidden to
have any close contact with
women, which means, as
a female, you mustn’t sit
or stand next to a monk,
or even brush against his
robes. If it’s essential to
pass him something, put the
object down so that he can
then pick it up – never hand
it over directly.
Book it!
Thompsons Holidays is offering a four-star, seven-night Koh Samui package (ex-JNB) with rates starting from
R22 434pps. Rate includes return flights to Koh Samui (including airline levy), return airport-hotel transfers,
accommodation, WiFi and breakfast. Surcharges apply for weekend travel. Valid September 1 to December 10.
Riviera project to enhance tourism offering
THE Tourism Authority of
Thailand is spearheading
the marketing push of four
coastal provinces known as
the ‘Thailand Riviera’.
A masterplan has
been prepared by the
Thai government that
will see the provinces
of Petchaburi, Prachuap
Khiri Khan, Chumphon
and Ranong upgraded to
tap into their potential for
natural, cultural, historical,
gastronomic, sports and
community-based travel.
Within the provinces are
25 national parks and
water parks, 538km of
coastline, 37 beaches,
10 bays and 25 islands,
as well as six communitybased
tourism projects.
Other attractions include
several golf courses,
shopping centres and
sporting facilities.
Next steps to enhance
the tourism offering of
the Thailand Riviera will
see the completion of
infrastructure development
(particularly in terms of
water supply and road
networks), development of
night markets and support
for food, adventure and
ecotourism ventures.
Specific niche market
projects will include the
development of the area as
a global health tourism hub.
Cave could be a tourist attraction
JUST a day or so after the
rescue of a young soccer team
from the 10km-long Tham
Luang Nang Non cave outside
Chiang Rai, news services
were reporting that the cave
may be developed as a tourist
attraction.
At a news conference
on July 10, Chongklai
Woraponsathron, Thailand’s
deputy head of national parks,
put forward the idea that the
labyrinth of caves, one of
Thailand’s longest, could be in
line for tourist site status.
Caves are already popular
attractions in Thailand, strongly
associated with adventure
tourism. They are also spiritual
sites, often housing Buddha
images and shrines.
Cave kayaking or canoeing in
Phang Nga Bay is a highlight
of a visit to Phuket, where
participants paddle into
lagoons and chambers within
limestone outcrops that jut
out of the sea. For many
years tourists to the Phi Phi
islands took an excursion to
the nearby Viking Cave with its
mysterious drawings of Viking
ships, and from where birds’
nests were harvested for
Chinese soup, but it has since
been closed for preservation
purposes.
For advanced cavers, there
are many caves to be explored
in the country in a sport that
combines climbing, hiking,
rafting and a good level of
fitness.
Among those rated most
impressive are the Tham
Lot Cave south of the village
of Pai in the north, Tham
Chiang Dao – a complex of
100 caves near Chiang Mai,
Phraya Nakhon Cave in the
Khao Sam Roi Yot National
Park in the Gulf of Thailand,
Phi Hua To Cave, adorned with
prehistoric paintings in Krabi,
and Tham Lum Khao Ngu
or Snake Mountain Cave in
Kanchanaburi, which is said to
house the tallest cave column
in the world at 62m.
Did you know?
Singapore Airlines is offering promotional fares for sale until July 31 for travel ex-Johannesburg to selected
destinations, including Thailand. Fares start from R5 000 (inclusive of all taxes) for flights on SQ481,
which is an additional service between Johannesburg and Singapore introduced from July 1-August 31
on Wednesdays, Fridays and Sundays over and above the airline’s daily service. The flight departs in the
evening at 18h40, arriving in Singapore at 12h00 the following day. Passengers who travel during the
two-month period (having booked during June or July) and are in transit, are also entitled to an additional
SGD20 (R194) Changi Dollar Voucher. To claim, agents must contact Singapore Airlines’ reservations and
ticketing office in Johannesburg before departure. This is in addition to the SGD20 Changi Dollar Voucher
that passengers can collect at Changi Airport while in transit.
