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THAILAND WORKS ON TOURISM PLAN FOR 2003

14 June 2002

The Tourism Authority of Thailand (TAT) is targeting 11.13 million international visitors and 63.07 million domestic trips in 2003, an increase of 6% and 2.5%, respectively over 2002. 

These targets are included in the country’s Tourism Action Plan (TAP) for 2003 and will be further refined at the TAT’s annual marketing meeting between June 17-21 in the presence of senior executives from TAT head office, as well as all overseas and domestic offices. The final plan will finally be submitted to the Cabinet for approval and budgetary allocation. 

The private sector has already been briefed on the targets and had a chance to comment on them at a Focus Group Meeting on June 6, 2002. A total of 145 representatives of both private companies and public sector agencies, including the Budget Bureau, attended that meeting.

The target of 11.13 million visitor arrivals in 2003 is projected to generate an estimated 360,600 million baht in foreign exchange revenue, up 11.50% over the projected earnings for 2002. In turn, 63.07 million domestic trips are projected to generate 323 billion baht in tourism revenue, up by an estimated 4.87% over the projected earnings for 2002. 

Chaired by TAT Deputy Governor for Planning and Development Mr. Patpong Abhijatapong, the Focus Group Meeting focussed on ways to streamline and coordinate the product development and marketing plans to ensure the sustainable growth of Thai tourism. 

Mr. Patpong commented, “Thailand’s tourism development and promotion plans are becoming more integrated than before, thanks to strong support from the government as well as related private sector and public agencies. 

“Cooperation is very crucial especially during the global tourism and economic slowdown. We at TAT will work more closely with the entire industry to ensure sustainable tourism growth and maintain it as a significant economic and job-creation force,” Mr. Patpong added. 

Under the plans, Thailand will be positioned as the ‘Tourism Capital of Asia’ within three years starting as of 2003 which is to be billed the ‘Year of Reform’. 

Three major strategies for 2003 will include 1) more direct-to-market and effective marketing strategies, 2) development of new potential tourist destinations, and 3) restructuring of the tourism administration agency. 

The main tourism promotion and marketing theme for 2003 will be ‘Amazing Thailand -- Experience Variety,’ highlighting a wide variety of Thai tourism products and services, the hospitality of the Thai people and Thai touch of unique cultural, historical and natural heritage. 

Many traditional and new potential markets in the Asia-Pacific, Europe and the Middle East are to be targetted. In addition, a number of new tourism products and services have been identified to cater to the needs of specific market segments. These include MICE and business travellers, longstay visitors, youth, senior citizens, sports (golf and diving), religion, family and honeymooners. 

On June 24, TAT will hold marketing briefings and a press conference at Royal Orchid Sheraton Hotel chaired by Minister to the Prime Minister’s Office and TAT Chairman Mr. Somsak Thepsutin to explain details of the TAP 2003 to public and private agencies as well as travel industry media.

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