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30 Minute Interview
'We are targeting 600,000 Indian visitors to Thailand for 2008'
Indian travel agents should be encouraged to sell quality
and high-end services in Thailand, believes Chattan Kunjara Na Ayudhya,
director, Tourism Authority of Thailand (TAT), who abides by the same policy.
By Reema Sisodia
Since your take over, what has your vision and plan been
with regards to strengthening Thailand's tourism position in the India market?
My plan is to position Thailand as a quality tourist destination that has value
for money. Accordingly, we do this by reinforcing this fact in our advertising,
PR and marketing activities. We try to encourage Indian travel agents to sell
quality and high-end services in Thailand. TAT endeavours to push destinations
and activities that are not yet well known to Indians, thereby establishing
a buzz and prestige factor to attract Indians to try these 'novel' things.
Is there a new brand strategy that TAT is planning for
the India market?
There is no new strategy for the Indian market. Rather, we use our Amazing Thailand
brand but we focus on aspects of the campaign that we think are attractive to
this market, i.e. beaches, shopping, wellness.
What kind of business is TAT aiming to tap from India and
how?
We are targeting 600,000 Indian visitors to Thailand for 2008 and aim to target
at least 660,000 in 2009. We plan to do this by:
- Consistent advertising in printed media and outdoor
billboards
- More marketing in India's Tier II and Tier III cities
- More exposure for Thailand's new destinations for
India, like Krabi, Ko Samui, Chiang Mai, etc
- Working with other NTOs like Tourism Malaysia and
STB, to create a multi-destination promotion
- Working closer with the Thailand Exhibition and
Convention Bureau (TCEB) to further penetrate the growing MICE market
Would TAT be increasing its budgets for the India market?
A request has been submitted to the TAT Head Office for 2009 and this is under
consideration.
What are the new destinations and features of Thailand
that you aim to promote in the India market?
- Weddings: We aim to promote Thailand as
the best destination for an Indian wedding overseas
- Medical Tourism: We will work with private
hospitals in Thailand to position the country as the place to go to for medical
care and post-procedure travel
- MICE: We endeavour to provide more support
to MICE groups that have chosen Thailand for meetings and incentive programs
- Destinations: Ko Samui, Krabi, Phuket, Hua
Hin, Chiang Mai/Chiang Rai
What is the general impression of the Thailand tourism
industry of the India business they receive?
Thai tourist businesses are becoming increasingly excited about the market due
to their high purchasing power and feel it is a market with still untapped potential.
However, businesses are aware that the market has distinctive requirements unlike
other markets and have begun to adapt to the needs of the clients.
Would you be looking at increasing your presence in the
B and C cities of India, apart from the metros?
Definitely. We are attending travel shows in those cities and are teaming up
with a tour operator to advertise in local newspapers. Later we will personally
make sales calls to travel agents in Tier II and Tier III cities.
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