THAILAND is focusing
on attracting quality
tourism to the country
instead of just chasing
arrivals, and is encouraging
South African travellers to
stay longer and spend more
during their holidays.
This was the message
from Pataraporn
Sithivanich, Tourism
Authority of Thailand
executive director: Europe,
Africa and the Middle East
region, during a media
conference at TTM+. She
also identified South Africa
as one of the markets with
the most room for growth.
Pataraporn said, while air
access was a challenge with
no direct flight, Thailand was
working closely with airlines
to sign MoUs to assist
with bringing tourists to the
country.
Niche travel
TAT also discussed its
plans to target niche
markets through focused
campaigns. According
to Lesley Simpson, SA
marketing representative for
TAT, developing specialised
itineraries that cater for
different types of travellers
and interests is a huge
opportunity for the SA trade
selling Thailand. “Initially
the focus was very much on
first-time, honeymoon and
family travel and while this
continues, we’re also now
looking at how to grow new
niche markets.”
Lesley said TAT was
working on joint marketing
activities to grow the
five-star special-interest
market. “We want to entice
more travel to Thailand
by focusing on the LGBT
travellers, as well as women
travelling in small groups,
whether it be for wellness,
cooking, or sport. Even
‘green tourism’, including
more adventurous activities,
will form part of our
marketing plan.”
Another big focus area will
be encouraging travellers to
explore off-the-beaten-track
destinations, especially for
repeat travellers who have
already seen Bangkok and
the popular southern coast
and islands.
Pataraporn said by
travelling into the smaller
rural destinations, travellers
would be able to get an
authentic perspective of the
Thai way of life. This ties in
with TAT’s plans to promote
gastronomic experiences.
“We will be looking at Thai
food, the culture and the
story, exploring the culinary
roots of local dishes. For
example, if you like jasmine
rice, you should visit the
north-eastern part of
Thailand to see where it is
grown,” she said.
Involving local communities
Thailand has announced
plans to expand the number
of villages qualified to
become part of a nationwide
community-based tourism
network.
Kobkarn Wattanavrangkul,
Thailand’s Minister of
Tourism and Sport, said the
country had 264 communitybased
tourism projects but
would be adding another
99 over the course of the
next year. She said this was
a critical component of the
national tourism strategy,
which is shifting entirely
toward enhancing visitor
expenditure and average
length of stay, rather than
being measured by visitor
headcount.
She said Thailand’s
villages offered travellers
the opportunity to gain a
better understanding of
the country’s culture and
heritage. The Minister also
emphasised the importance
of the sustainability of the
community-based tourism
projects, stressing that
villages needed to uphold
their identities. “We must
ensure we strike the right
balance so that travellers
and communities both
benefit – this means
growing at the right pace,”
she added.
Views from the SA trade
Celeste Gordon, STA
Travel: “This was the first
time I attended TTM+ and
we had 40 appointments
in total with different
suppliers, which were all
very informative and they
were well prepared for the
questions I had. Travelling
to and within Thailand is
very affordable, although
the north of the country is
actually far cheaper than the
south.”
Vivienne Mellows,
Thompsons Tours: “TTM+
was phenomenally well
organised. The sense of
hospitality was far better
than other trade shows and
the forums were particularly
informative. At the moment,
mainstream Thailand is
Phuket, but there is so
much more to the country
than this and these off-thebeaten-track
destinations
and opportunities have been
showcased so well by the
show and the post tour.”
Shona Pittaway, Perfect
Destinations: “For anyone
selling Thailand, TTM+
provides a very valuable
platform. It is a chance to
learn about new product,
renegotiate contracts and,
for me, the opportunity to
connect with our suppliers
– more than just meetings
– it's friends reunited! The
highlight was that this year
it was hosted in Chiang
Mai. I love the city, and the
feel, culture and people
of northern Thailand. As
operators, we should all
make an effort to introduce
South African consumers to
what Northern Thailand has
to offer.”
