TAT banks on short-haul markets for off-peak season
Foreign tourists get their portrait taken at Cicada market in Hua Hin. (Photo: Varuth Hirunyatheb)
The Tourism Authority of Thailand (TAT) is gearing up for a plan to bring back tourists from short-haul markets, particularly India, Malaysia, Singapore and Australia, to build momentum for the off-peak season.
“This strategic push for short-haul markets aims to create a quick win, attracting both repeat and first-time visitors all year round,” said Thanet Phetsuwan, TAT deputy governor of marketing for Asia and South Pacific.
“We will focus on quality tourists from niche segments such as wellness, weddings and honeymoons, sport tourism and luxury.”
The agency plans to create more responsible tourism by partnering with destinations that share the same mindset, such as the northeastern region of India, Mongolia, Busan in South Korea, Sabah and Johor in Malaysia as well as Brisbane and Adelaide in Australia.
He said new infrastructure in Thailand such as Bang Sue Grand Station and the M6 motorway to Nakhon Ratchasima, as well as in nearby countries like the Laos-China high-speed train, will facilitate arrivals from China and Southeast Asia.
Mr Thanet said India, Malaysia, Singapore and Australia constitute rising stars for Thai tourism as they contributed a large number of arrivals after commercial flights resumed as entry rules eased.
He said the TAT plans to bring 40 Malaysian bus operators for a tourism trade meeting in Hat Yai at the end of this month, then host the “Amazing Thailand Road Show” in Malaysia and Singapore in July.
The ITB Asia 2022 trade show is scheduled for Oct 19-21 in Singapore.
The agency also wants to restart on-site business matching via the Amazing Thailand Road Show in other countries, such as Cambodia, Vietnam and South Korea, with a roadshow scheduled in Korea on June 16.
Mr Thanet said one of the most critical marketing events this year is Travel Mart Plus 2022 from June 8-10 in Phuket, a major travel trade fair organised by the TAT.
With more comprehensive travel rules this year, the fair aims to welcome 277 international buyers to attend business matching events with 263 local tourism operators.
To spur demand from the Indian market, the agency participated in the South Asia Travel and Tourism Exchange 2022 from May 18-20 in New Delhi.
Some 28 operators were estimated to generate income of 650 million baht from 6,895 transactions.
For the Australia market, the agency has partnered with airlines and tour operators to offer special packages for families, solo travellers, luxury travellers and golfers.