Ceaselessly promoting Thailand to the regional market, director, Tourism Authority of Thailand (TAT) Dubai and Middle East office, Chalermsak Suranant speaks exclusively to Panayiotis Markides about how the destination is investing in its tourism product to develop its economy as well as its popularity with MENA travellers.
TTG: What is TAT’s strategy for success in 2016?
The Royal Thai Government [considers] tourism as a source of foreign exchange earnings and income distribution as well as a tool for helping the Thai people preserve their culture, environment, history and heritage.
And projecting [Thailand] in a very apt manner is the new Amazing Thailand logo, which incorporates the attraction and appeal of the most famous characteristic of Thailand – The Smile. As such, we would be working on a holistic approach to tourism that encompasses several aspects that contribute to the quality of tourism.
For example the ‘12 Hidden Gems and 12 Hidden Gems Plus’ campaign that identifies various communities which have the potential and level of preparedness to receive visitors.
Thailand will also be the host country to announce Asia’s 50 Best Restaurants Awards of 2016 and next year. Besides being a gastronomic destination, Thailand is also renowned for various outdoor activities.
Thailand will also play host to a number of world-class sports events this year; such as, the True Thailand Classic 2016 at the Black Mountain Golf Club, Hua Hin, FIA World Touring Car Championship at the Chang International Circuit, Buri Ram, BK World Sprint 2016, Jet Ski World Cup, and others. The recent world sporting event that was hosted was the FIM Motocross World Championship held in Suphan Buri.
Moreover, there will be many other sporting activities, such as Muay Thai, biking, hiking and others, and many excellent sports facilities, including golf courses, tennis stadiums and yachting marinas which will be promoted internationally.
TTG: Can you share the segments that you are targeting at the moment?
Our primary target segments are leisure travellers who like comfort and quality travel experiences. We would also like to use this opportunity to invite the female travellers from this [the MENA] region as Thailand is one of the safest destinations known to provide memorable pampering and shopping experiences.
TTG: What are Thailand’s main feeder markets?
In 2015, TAT has set the revenue target of $41 billion that will be generated by 28 million international visitors. Source markets that are indicating positive growth trends are the UAE, China, Malaysia, Singapore, Hong Kong, India, France, Italy, Spain, and Brazil.
TTG: Is the MENA market a target for you? If so, how are you attracting this lucrative market?
Middle Eastern market has remained an important source market for us with an increase in total number of arrival by 13.60 per cent from January-November 2015 compared to same duration in 2014. The ‘Discover Thainess Campaign’ with highlights on Muslim-friendly tours and activities is an attempt to attract first time and repeat visitors to explore Thailand’s new destinations including ‘Thailand’s 12 Hidden Gems’ cities, namely: Lampang; Phetchabun; Nan; Buriram; Loei; Samut Songkhram; Ratchaburi Trat; Chanthaburi; Trang; Chumphon; and Nakhon Si Thammarat; and to discover Thainess and the Thai way of life through people and culture.
Accessibility to Thailand continues to grow from the Middle East region, as of today we have the below accessibility to Thailand from:
Emirates Airline: seven times a day, seven days a week; Etihad Airways: five times a day, seven days a week; Qatar Airways: five times a day, seven days a week; Gulf Air: once a day, six days per week; Thai Airways (via Dubai): once a day, seven days a week; Royal Jordanian: once daily, seven days a week; Thai Airways (Oman): three times a week; Oman Air: twice a day, seven days per week; Egypt Air: four times a week; Kuwait Airways: six times a week; Mahan Air: five times a week; Queshm Air: once a week.
INFO: Middle East Arrivals to Thailand by nationality (January –November, 2015)
Middle East: 476,194 (+13.6 per cent from 2014); Egyptian: 23,017 (-11.5 per cent from 2014); Kuwait: 63,244 (+16.4 per cent from 2014); KSA: 17,906 (+46.7 per cent from 2014); UAE: 113,222 (+8.1 per cent from 2014); Others: 258,805 (16.64 per cent from 2014)
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