TAT target 19 million visitors next year

THE Tourism Authority of Thailand (TAT) has approved a strategic plan to drive tourism growth that will take advantage of emerging opportunities in a world of changing demographics and technological innovation.

Governor Mr Suraphon Svetasreni said, "Responding to constant and incessant change has become our biggest challenge".

He said the TAT has set a 2012 target of 19.5 million international tourist arrivals, generating approximate revenue of 760 billion Baht (24.85 billion USD) increasing around 9 per cent above 2011. The target for domestic tourism is 93 million trips with revenue of 453 billion Baht.

For the year 2012, TAT will still use the successful Amazing Thailand Always Amazes You theme, to build up the country's strong brand and positioning as a destination that offers a unique culture, a wide variety of experiences to visitors and to reinforce the many aspects of Thainess that are so appealing to visitors from all over the world.

Taking into consideration the underlying conditions and frequent occurrence of global and local crises, six strategies have been identified which are to promote balanced tourism in various dimensions; generate sustainable growth for tourism income; strengthen and sharpen Thailand's brand image; develop tourism in line with a creative economy; develop stronger and more effective partnership networks; and optimise internal management.

Under the broad strategic umbrella, the TAT has identified eight specific marketing opportunities. These are expanding the high-income market; expanding niche customer-segments;

encouraging repeat travellers; attracting new markets; helping potential partners with win-win projects; enhancing use of IT media applications; helping products and services to attract

quality tourists; and increasing the capacity of industry stakeholders to deal with change and tap new opportunities.

Some of the specific activities that will be carried out to achieve these plans include expanding niche markets, attracting new markets, using IT media applications, stimulating domestic travel, stimulating intra-regional travel, organising activities to encourage better care and preservation of tourist attractions, and create activities for educational travel. Mr Suraphon said Thailand continued to have a number of unique selling points in terms of a variety of tourist attractions, as a shopping paradise and for online marketing. These factors will help us to reach our targets.