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TAT UNVEILS TOURISM ACTION PLAN FOR 2003

26 June 2002

The Tourism Authority of Thailand (TAT) has set a target of making Thailand the ‘Tourism Capital of Asia’ in 2003 by positioning and promoting it as a truly quality destination.

The strategic target is contained in the Tourism Action Plan 2003 which was unveiled at a press conference on June 24 chaired by Minister to the Prime Minister’s Office and TAT Chairman Mr. Somsak Thepsutin. 

TAT is projecting about 11.13 million international visitors in 2003, an increase of 6% over 2002. This will generate an estimated 360.6 billion baht in foreign exchange revenue, up 11.50% over the projected earnings for 2002. 

On domestic front, Thais and expatriates are estimated to make about 63.07 million domestic trips in 2003, an increase of 2.5% over 2002. This will generate about 323 billion baht in tourism revenue, up by about 4.87% over the projected earnings for 2002. 

The main tourism promotion and marketing theme, ‘Amazing Thailand -- Experience Variety,’ will be maintained in 2003. The TAT will maintain many traditional and primary markets while special emphasis will be placed on spurring growth from the three major markets of China, Japan and the Middle East. 

TAT Acting Governor and Deputy Governor for Marketing Mrs. Juthamas Siriwan commented, “The Thai tourism industry is facing intensive competition world-wide for more market share. We need to ensure that we maintain a strong brand-image and positioning through well-targeted campaigns in all our target markets.” 

TAT will undertake strong promotions to attract up-market visitors both domestically and internationally, and initiate joint public relation campaigns with high-standard Thai restaurants overseas. 

In addition to attracting more visitors from new and supplementary markets, special campaigns will be launched to target ‘home-coming’ visitors, especially overseas Thais living in developed countries like the US and Australia to come back home and also visit the neighbouring countries of the Mekong region.

Niche-market tourism products to be promoted include MICE (meetings, incentives, conventions and exhibitions) and spas. New tourist destinations with high potential will be developed and made ready for inclusion in future marketing plans within one year. 

In terms of budget allocation, roughly equivalent emphasis is to be placed on marketing and product development.

The budget for fiscal year 2003 (October 2002-September 2003) is 3,311 million baht for marketing and 3,575 million baht for development. The development budget is to be allocated through respective government agencies for the upkeep and preservation of tourist destinations, services and organisation of tourism activities.

The development of these destinations will be linked to the marketing objective of positioning Thailand as the ‘Tourism Capital of Asia’. Hence, it will emphasise the preservation and restoration of the cultural, historical and natural heritage of each unique destination in the country. 

A key element of the Tourism Action Plan 2003 is for the TAT and tourism-related public and private sectors to work more closely together on a number of development and promotion projects to promote Thailand as a quality destination.

In future, a committee of representatives from the Budget Bureau, Local Administration Agencies and TAT will scrutinise all tourism development and promotion projects and seek budget approval only for those that meet the overall development and planning criteria. A special consultant unit will be established to provide useful information and relevant advice. 

This will also help prevent duplication, waste of precious government resources and maximise the benefits of tourism projects.

TAT will also promote domestic tourism by maintaining the campaign of monthly ‘Thailand Grand Festivals’, speed up and streamline the operations of TAT’s Tourism Business and Guide Registration Office and target long stay tourism in co-operation with the relevant government agencies. 

Both marketing and development plans were worked out at a week-long meeting of senior executives from TAT head office and all overseas and domestic offices at the Rose Garden Resort in Nakhon Pathom.

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