| Strong brand building is the primary strategy of the Tourism Authority of Thailand (TAT) as it seeks to achieve a target of 14.8 million international visitors in 2007.
In terms of marketing and promotions, the Thai tourism industry has gone back to the popular “Amazing Thailand” slogan that proved so successful in 1998-99. Many people in the industry still remember it fondly. It underscores the image of Thailand as a peaceful, hospitable country, a year-round tourism destination offering quality products and services and value-for-money.
The Amazing Thailand theme is a key component in the branding strategy which also includes strong efforts to maintain a market share, boost tourism revenue earnings, and enhance Thailand’s competitive edge.
In 2006, TAT researched Thailand’s competitive position and found that it featured amongst the top ten destinations in particular travel segments: beach holidays, family destinations, nightlife and conventions.
Research by Lonely Planet, which is particularly popular with young visitors, shows Thailand to be a top-rated destination in terms of value and food. It is credited with the “Most Exciting Outdoor Market.”
In a global study by FutureBrand, a leading global brand consultancy, Thailand was named “ Best Country Brand” in terms of value for money in the Country Brand Index. One of the key elements of Thailand’s tourism marketing strategy has always been to combine excellent products and services with value for money.
Developed by FutureBrand in conjunction with public relations firm Weber Shandwick’s Global Travel Practice, the global study examined how countries can be branded and ranked according to key criteria. This criteria included both practical needs (safety, value for money, ease of communication, accessibility and climate) and experiential wants (natural beauty, authenticity, art and culture, lodging and resort options, and outdoor activities) in a country-brand ranking.
The FutureBrand global study reported that “the fine chemistry of practical needs and experiential wants helps define the brand and overall destination experience, and influences how and why leisure travellers select a country to visit.”
In the 2006 Best Country Brand Categories survey, Thailand also ranks fifth for “authenticity”, which is defined as the “presentation of distinctive, genuine and unique culture”; seventh for “rest/relaxation”, which is defined as “pleasant weather meets an array of resort and relaxation offerings”; eighth for “off the beaten track/exotic” – which is defined as “less traditional offerings and more unusual excursions”; and ninth for beach, shopping, nightlife and dining.
“SEVEN AMAZING WONDERS” OF THAILAND CAMPAIGN
The Tourism Authority of Thailand has segmented and regrouped its core national tourism products into a seven-point package that will be marketed worldwide under the banner of “Seven Amazing Wonders” of Thailand.
The new campaign is designed to help attain a target of 14.8 million international visitor arrivals in 2007 and 15.7 million in 2008. The domestic tourism target is 82 million trips in 2007 and 83 million trips in 2008.
The new planning focus takes into account the many influencing factors at the global, regional, and local levels, ranging from changes in consumer behaviour, the impact of oil prices to branding and low-cost airlines.
An exhaustive SWOT analysis of the Thai tourism industry indicated that while there were a number of issues to be addressed, “the good news is that Thailand has a generally very positive image in the world, which gives it a significant competitive advantage.
In many travel magazines and lifestyle surveys, Thailand is consistently ranked in the Top Ten for its beaches, entertainment and dining, value of products, recreational facilities, and shopping.
The “Seven Amazing Wonders” theme products are as follows:
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Thainess
Experience the Art of Thai Living — which refers to traditional Thai hospitality, lifestyle and friendliness of the people |
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Treasure products
Land of Heritage and History — covering the World Heritage sites and historical places, temples, and Thai museums |
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Beaches
Fun, Sun, Surf and Serenity of Thai Beaches — the long-standing popularity of Thai beach resorts for international and domestic tourism |
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Nature
Encounter the Sheer Beauty of Thai Nature — focus on conservation and environment, and market Thai products within the framework of the worldwide attention being paid to global warming |
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Health and Wellness
Land of Healthy Smile — a rapidly growing market, highlighting Thailand’s preventive and curative therapies |
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Trendy
Excite Yourself with a Myriad of Thai Trends — targeted at the new generation of young travellers, and covering the new boutique hotels, shopping centres, restaurants, nightlife, and entertainment |
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Festivities
Enchant Yourself with International Festivities in Thailand — the ‘sanuk’ (fun) factor, featuring popular Thai events and festivals such as the Phuket Regatta, Elephant Polo, etc. |
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