Thailand is set to launch a major tactical marketing campaign in Europe and the Middle East to attract visitors during the “Green Season,” the period of the annual summer rainy season.
The first cooperative campaign of its kind ever conducted by the Tourism Authority of Thailand (TAT), it will be coordinated by the six TAT offices in Europe and one in the Middle East.
The campaign will be divided into three components. Details are as follows:
- Amazing Thailand through the Lens:
This photographic competition is aimed at individuals wishing to demonstrate their photographic talent.
A total of 28 participants, four from each TAT office, will take digital photography of destination highlights and attractions featured in the planned itinerary covering north and south Isan – the northeastern region of Thailand. During their seven-day trip, they will have the opportunity to witness and photograph a number of local religious and cultural festivals, nearly all of which are linked to local traditions.
As pictures tell great stories, the photographs will be used to promote Northeast Thailand in the future. This will give a lot of publicity to an area that is set to become an important bridgehead between Thailand and the neighbouring countries of the Mekong region.
- Amazing Thailand Green Season Special Offers:
The project will be launched in May 2008 in co-operation with leading tour operators in Europe and the Middle East.
In an effort to tap the target segments of families and leisure visitors during the low season period for European visitors, lucky draw will be offered to tourists making a booking to Thailand in May, 2008, such as free spa, golf and Muay Thai.
- Amazing Taste of Thailand:
This project, to be launched in August 2008, will involve all of the Thai restaurants and selected hotels in the areas under the purview of the seven TAT offices.
Thai Food Festivals will be held at the hotels invited to participate in the campaign. Raffle prizes will be drawn with the winners receiving holiday packages to Thailand.
According to TAT Governor, Mrs Phornsiri Manoharn, “Ironing out the peaks and troughs in the seasonality of travel is one of the major strategic objectives of TAT.”
“We are seeking not only to disperse the visitor arrivals throughout the country, but throughout the year in order to prevent congestion and overcrowding during peak periods, particularly at the popular beach resorts.”
Arrivals from Europe (by nationality) totalled 3.9 million in 2007, up 11.87% over the 3.49 million visitors in 2006. The UK and Germany were the top two markets and ranked 4th and 8th, respectively among the top ten visitor-generating markets for Thailand in 2007.
Arrivals from Middle East (by nationality) totalled 436,100 in 2007, up 11.13% over the 392,416 visitors in 2006. The UAE and Kuwait were the top two markets.
In terms of seasonality, however, the two markets are exactly the opposite of each other — the winter season is the peak period for arrivals from Europe while the summer monsoon season is the peak period for arrivals from the Middle East.
Contact information:
International Public Relation Division
Tel: +66 (0) 2250 5500 ext. 4545-48
Fax: +66 (0) 2253 7419
E-mail: prdiv3@tat.or.th
Web site: www.tatnews.org
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