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THAI Turns
Crisis into Opportunity, says Virabongsa
Mr. Virabongsa Ramangura,
Chairman and Acting President of Thai Airways International Public
Company Limited recently chaired the official opening of the two-day
TG Commercial Conference 2001, organized under the theme "Turning
Crisis into Opportunity" on 14-15 December 2001, at the Miracle
Grand Convention Hotel. Over 200 general managers worldwide and
THAI senior executives from Revenue Planning & Management,
Industry Relations & Commercial Support, Sales & Distribution,
Inflight Customer Services and Cargo & Mail Commercial Departments
attended the conference.
Mr. Tasnai Sudasna,
Executive Vice President Commercial, said at the end of the conference
that the Commercial Department was one of the revenue-generating
functions for THAI as well as Thailand in the area of travel and
tourism. The aviation industry came almost to a halt after the
terrorist attack in the US, but the crisis had turned into opportunity
for Thailand due to its neutral status and the fact that Thailand is
perceived as safe by travelers. In addition, Thailand's
location, natural resources, unique culture, friendliness of the
people and particularly the "Thai smile" have also played a
vital role in attracting overseas tourists to Thailand.
The Commercial Department
has established various plans to bring more visitors to Thailand in
year 2002 as follows:
- Discover Thailand Fares
2002: This program introduces special domestic air fares to
overseas travelers coming into Thailand
- Royal Orchid Holidays
Package: A top-quality holiday package tour for overseas travelers
coming into Thailand
The conference allowed the
executives and general managers to exchange ideas and suggest measures
which may be applied to tackle the downturn in the industry worldwide.
A 10 per cent drop in revenue from sales was expected next year.
The Americas and East Asia bore most of the impact as a result of the
September attacks. THAI has therefore established measures in
response to the current demand in these markets as follows:
- Reduction in flight
operations to the US from seven to six weekly. In January 2002
THAI will reduce its flight frequency to three weekly flights
- On 15 November, THAI
terminated operations of seven off-line offices in the US and Canada
namely Seattle, San Francisco, Dallas, Chicago Washington D.C., New
York and Toronto
THAI has also set
strategies for Asian markets to attract tourists to Thailand as
follows:
- Honeymoon packages for
tourists especially from Japan and Korea
- Flight inauguration to
Chengdu, the People's Republic of China on 2 January 2002
According to the reports,
markets in Indochina, Union of Myanmar, South Asia, Middle East
countries, Southeast Asia, Australasia, Europe and Africa and Area
Thailand, are the least affected when compared to other areas.
Therefore, tourists were seen to shift their travel trend to these
parts of the world. THAI plans to improve its flight time table,
flight frequency and aircraft utilization in order to accommodate the
travel demand in these areas appropriately.
THAI, together with other
government and private establishments including the Tourism Authority
of Thailand (TAT), Thai Hotel Association (THA), Association of
Domestic Travel and Association of Thai Travel Agents (ATTA), will
organize a road show to promote Thai travel and tourism in foreign
countries such as Australia, New Zealand, Japan, Korea, Taiwan,
Malaysia and Singapore as well as those in the Middle East.
THAI also supports the
ASEAN Tourism Forum 2002, which will take place in January 2001, in
Indonesia, and the Arabian Travel Mart 2002 (ATM), to be held in May
2002, in the U.A.E., to further promote the Thailand travel and
tourism industry among overseas travelers.
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