ANDAMAN TOURISM RECOVERY PLAN 2005

ANDAMAN TOURISM RECOVERY PLAN 2005

Thailand’s response to the tsunami incident is divided into 3 key phases.

		Phase 1: The Critical Phase from December 26, 2004 – January 15, 2005
		Phase 2: Short term from January 15 – March 2005
		Phase 3: Mid and long term from March 2005 onwards

FUTURE DIRECTION FOR TOURISM PROMOTION
A recent survey of affected areas conducted by agencies responsible and the Tourism Authority of Thailand (TAT) indicates that the tourism spirit and holiday mood is still very much alive in most popular beach destinations. In places such as Hat Mai Khao beach, Hat Nai Yang and downtown Phuket, a high level of tourism readiness remains.

	The situation in the Ao Nang bay area in Krabi province has improved substantially.
	Islands and islets in the Ao Phang-nga bay area have not been affected.
	In the southern provinces of Trang, Satun and Ranong, the impact has been minimal.

ACCOMMODATION AVAILABLE POST-TSUNAMI

	KRABI PROVINCE 5,800 rooms -- or 58.78% of a previous total of 9,867 rooms are still available.
	PHANG-NGA PROVINCE 698 rooms -- or 10.96% of a previous total of 6,369 rooms are still available.
	PHUKET PROVINCE 17,847 rooms -- or 53.14% of a previous total of 33,587 rooms are still available.
	TRANG PROVINCE 5,800 rooms -- or 58.78% of a previous total of 9,867 rooms are still available.

Teams from TAT have:

	Surveyed the affected areas to assess the extent of the damage to tourism resources
	Identified appropriate 'tourism clusters'
	Surveyed tourism capabilities and completed an assessment of tourism capabilities

Based on this assessment, affected areas have been classified into 3 distinct groups/categories.

AREAS MOST AFFECTED:
Recovery efforts to take at least one year

	Phi Phi in Krabi province
	The coastal towns of Tai Muang – Khao Lak – Tap Lamu in Phang-nga province

AREAS MODERATELY AFFECTED
Recovery efforts to take between 3 – 6 months

Beach resorts in Phuket
-- Kata, Karon, Kamala, Bang Tao, Nai Yang and Patong

MINIMAL IMPACT OR UNAFFECTED AREAS
comprising several areas in the six southern provinces that remain open to tourism such as:

	Trang
	Mu Koh Tapu (James Bond Island)
	Ko Panyi island in Phang-nga province
	Ao Maya bay area
	Tub Kaek Beach
	Phuket city centre
	Cape Panwa
	Coral reefs off the islands in the provinces of Krabi and Trang

The crisis has presented a unique opportunity for the Thai tourism industry to embark on systematic and integrated tourism development in the affected areas.

To achieve a rapid turnaround and the speedy recovery of affected areas, fostering the spirit of cooperation is deemed to be the most critical factor in Thailand’s Andaman Tourism Recovery Plan.

PHASE 2: SHORT TERM
15 JANUARY – MARCH 2005
Phase 2 commences when the situation stabilizes and returns to normal.

SCENARIO IN PHASE 2

	Areas that are partly affected are quickly restored; hotel and resort operations and tourism-related businesses are resumed.
	There is clear strategic direction and policy guidelines for the Andaman Coast Tourism Recovery Plan.
	There is a critical need to provide the assurance sought by domestic as well as international visitors before travel decisions are made and travel resumes is addressed and satisfied, particularly as the general public, tourism operators and media, in Thailand and overseas are largely unaware of alternative destinations and travel options available in other areas as well as in affected areas.

OPPORTUNITIES PRESENTED FOR THAILAND

	Tremendous PR mileage has been gained from the positive feedback offered by victims and survivors of the tragic incident with personal accounts of how legendary Thai hospitality prevailed even in the darkest hours of the disaster. Countless acts of compassion and kindness, thoughtfulness, concern for the welfare and well-being of others in times of crisis were highlighted in global media coverage.
	There has been relatively little impact on the country’s marine resources.
	Service establishments and tourism-related businesses in many areas have been restored in record time and are back in operation.

APPROACH

	Conduct surveys to ascertain the extent of damage to tourism products
	Maintain rapport with survivors and continue to demonstrate sincerity, genuine care and concern
	Launch a pro-active and sustained public relations campaign, locally and internationally, offering regular post-tsunami situation updates and progress reports on the Andaman Coast Tourism Recovery Plan. Invite the participation of the general public in efforts to restore and rehabilitate natural resources.
	Formulate short- and long-term tourism recovery plans that address the rebuilding of physical infrastructure as well as tourism marketing and promotion.

THE FOCUS OF PHASE 2 PR EFFORTS
The immediate priority in the short term is to restore the confidence of tourists and visitors. Two key themes have been adopted.

	“Save Andaman” theme for the domestic PR campaign presenting on-going reports on the actual situation and reporting on the progress made in the tourism recovery effort
	“Andaman Smile” theme for the international campaign

SPECIFIC ACTION STEPS IN PHASE 2

The organisation of Media Education Trips offering an opportunity for media to survey affected areas, conduct site inspections of hotels and resorts and beach areas that have been restored and areas that were not affected and remain open to tourism.

The conduct of media briefings jointly with tourism operators and related state agencies, including the Department of Disease Control, to provide media with an assessment of the extent of damage to the region’s natural resources and environmental impact and other relevant information for further dissemination.

Encouraging the active involvement of media in promoting high profile tourism activities, such as the underwater wedding, being hosted in locations throughout the Andaman region.

The publication of special ‘Andaman Today’ editorials in TAT media to help raise awareness of “Unseen” attractions that have not been affected.

The production of video documentaries and tourist information kits to:

	convey accurate information on impact assessment
	raise awareness of areas that have not been affected
	outline details of the Recovery Plan for tourism attractions

The production of “Andaman Today” collaterals and promotional materials offering listings of available accommodation and attractions open to tourists.

Making “Andaman Today” updates available via the TAT Call Centre Hotline number -- 1672 and the www.tourismthailand.org web site.

The production of a web-based video reel in English and Thai to offer information on available accommodation, attractions and other useful information.

The publication of an Andaman region ‘travel trade report’ offering news and regular updates on the Andaman region tourism trade and offer updates on progress being made in tourism recovery efforts.

INTERNATIONAL TOURISM MARKETING CAMPAIGN
The key focus of the international tourism marketing campaign in Phase 2 will be to restore the confidence of international tourism operators as well as individual consumers in Thailand, and particularly the six provinces of the Andaman coast. This is to be achieved through the use of media channels and the organization of media and agent fam trips.

The first agent fam trip is scheduled for January 24, 2005, when travel trade representatives from Japan will be making an inspection trip hosted by TAT. Representatives from Austria, Switzerland, UK, Germany, France and the Scandinavian region will follow. TAT is also working in collaboration with strategic marketing partner, Cendant, to negotiate promotional support from airlines to sponsor air travel by members of the media on site inspection trips to Thailand.

To maintain a steady flow of visitor arrivals, TAT is securing private sector support in joint tourism promotion efforts such as the launch of special sales promotions to encourage travel and tourism operators to resume offering Thailand, and especially the six provinces of the Andaman coast, as holiday destinations and tourism products.

SPECIFIC ACTION STEPS

	1.	Initiate joint efforts with private sector players in the affected areas to stimulate interest in short-haul markets to prompt travel to Andaman destinations in the short/immediate term such as by launching special promotional offers.

	2.	Organise Agent Education Trip offering an opportunity for media to survey affected areas, conduct site inspections of hotels and resorts and beach areas that have been restored and areas that are operating normally.

	3.	Mobilise existing overseas sales channels to offer assurance to potential travellers and inspire confidence in destinations in the Andaman by offering facts in order to promote a better understanding of the actual situation among tour operators.

	4.	Present alternative options for travel

DOMESTIC MARKETING
SPECIFIC ACTION STEPS

	1.	Organise site inspections and study trips for tourism operators to survey affected areas with sufficient capabilities to support tourism.

	2.	Work in cooperation with the private sector to develop special packages to enable residents of Thailand to participate in the restoration and rehabilitation of marine destinations impacted by the effects of the tsunami.

PHASE 3: MID AND LONG TERM
MARCH 2005 onwards

SCENARIO IN PHASE 3

	Service is back to pre-tsunami levels with service establishments and tourism-related businesses in the area consistently providing superior service.
	International visitors, tourists and tour operators have access to accurate information related to impact assessment and are well-informed of the readiness and capabilities of various destinations to support tourism.
	There is clear direction on the part of the Thai government with regard to the fully integrated approach to be adopted in the conduct of restoration effort, including the incorporation of early detection and warning systems and the implementation of emergency disaster relief measures.

APPROACH

	1.	Develop, restore and impose regulations in beach destinations such as Patong Beach in Phuket, Phi Phi island and Krabi.

	2.	Re-position and identify new themes for promoting affected areas

	3.	Develop a new pool of tourism industry expertise to replace resources lost in the incident

ACTION PLAN

The development of tourism destinations

The adoption of a systematic approach is integral to the restoration effort. To ensure the proper use of natural resources, there is a need to set clear direction with regard to the proper administration and management of land use in key tourist areas. Elements, such as urban planning, the classification of types of businesses and zoning, safety, quality and environmental standards need to be incorporated into the master plan so developmental efforts are undertaken in tandem with environmental conservation and the promotion of environmental quality.

Proper plans for the construction of homes, commercial buildings and basic service infrastructure and public utilities need to be drawn up to ensure that physical infrastructure blends seamlessly into the natural landscape, thereby minimising environmental impact.

To achieve order and ensure sustainable tourism development, appropriate legislation to regulate buildings and control the direction, size and growth of various tourism businesses needs to be drafted and enforced. Immediate attention will be given to the rebuilding of Phi Phi island and Khao Lak which will be pursued with this integrated tourism development approach as prior to the tsunami incident, both areas were subject to random and haphazard development.

Create and implement tourism education and training programmes to ensure the availability of professional and highly competent individuals to staff tourism-related operations and deliver superior and impeccable service as expected of a world-class tourism destination.

Consideration of a proposal to construct a museum or memorial in memory of individuals lost in the tragic incident and to provide arrangements for family members of victims to visit the memorial site on December 26 each year.

Coordinate and accelerate state and private sector efforts in the following areas:

	(1)	Set operating standards and implement guidelines, rules and regulations, including zoning, to govern the development, restoration and future management of affected areas.

	(2)	Facilitate the speedy recovery of private businesses affected by the disaster by offering support in the form of tax relief measures, low interest loans and the establishment of special funds for the restoration of tourism businesses.

	(3)	Provide assistance to some 200,000 individuals in the affected areas, including those employed in the Thai tourism industry, who were directly impacted and left homeless or unemployed.

PHASE 3 PR OBJECTIVES
To encourage travel by local residents as well as overseas visitors to destinations on Thailand’s Andaman coast as well as around Thailand by promoting and reinforcing the positive aspects of Thailand under the “Happiness on Earth” tourism promotion campaign theme.

SPECIFIC ACTION STEPS

	1.	Re-position the six provinces of the Andaman coast and re-launch as new tourism products through advertising media and PR channels to project a new image of the Andaman coast.

	2.	Reinforce the above message by conducting media briefings in overseas markets to keep all target audiences well-informed of the precise situation in affected areas, drawing attention to the capabilities and readiness to support tourism and highlighting the natural splendour and tourism potential of various destinations in the affected areas.

	3.	Extend promotional support in the use of locations in any of the six provinces on the Andaman coast for filming of TV programmes

	4.	Seek the support of broadcast media in the dissemination of images of areas that have been fully restored, post-tsunami, particularly images of areas that have miraculously escaped the brutal impact of the tsunami and still retain their natural magnificence.

INTERNATIONAL TOURISM MARKETING

	1.	Re-launch Phuket and the Andaman destinations under new campaign themes at the Thailand Travel Mart in June 2005

	2.	Organise Agent Educational Trips for overseas travel and tour operators under the new “Andaman Smiles” campaign theme in an effort to encourage travel to Thailand.

	3.	While destinations around Thailand will be promoted at international travel trade shows such as the World Travel Mart, Phuket and other treasures of the Andaman will enjoy star-billing status and be granted increased visibility.

	4.	Organise roadshows to key markets, especially Europe, where the impact on travellers and tourists has been most deeply felt

	5.	Work with private sector tourism operators in Thailand to jointly develop unique promotional activities and special incentive offers to encourage travel to affected areas

	6.	Adopt a soft-sell approach in markets where the impact of the incident is most greatly felt by promoting a range of special interest products and alternative destinations.

	7.	In countries and areas where the level of interest and demand for travel to Thailand and the Andaman region remains high, TAT offices will be working in close cooperation with the travel trade to launch more aggressive hard-sell promotions.

	8.	Promote travel to Thailand during the ‘Green Season’, targeting specific areas such as Oceania, countries in the Middle East and Spain.

DOMESTIC TOURISM MARKETING

	1.	Work with private sector tourism operators and tour operators to develop a special promotional package to stimulate domestic travel to the southern provinces in Thailand.

	2.	Organise sales promotions and roadshows to raise the visibility and awareness of tourism products and services offered by the Andaman region as well as products from other areas around Thailand.

	3.	Encourage travel to the Andaman region by promoting the organisation of corporate meetings, seminars and incentive travel during the Green Season

	4.	Promote event marketing