Expanding middle- and upper-income tourism markets together with
increasing the number of first-time foreign visitors are part of the Tourism
Authority of Thailand’s (TAT) plans next year.
The TAT will present its measures to achieve these goals to tourism
operators next Monday. The authority targets visitors with an average annual
income of US$20,000 to $60,000, or 600,000 baht to 1.8… million baht. It wants to increase the proportion of these travellers to
40% of foreign tourist arrivals in 2014, up from 30%. At a brainstorming session
yesterday, TAT governor Suraphon Svetasreni told officials this shift will help the industry achieve its 2 trillion baht revenue target by 2015. The TAT also wants first-time visitors to increase from 30% to 40% of
total arrivals, which are estimated at 24.5 million this year.
The World Travel Mart this November will see the TAT join hands with Hello
magazine to launch a “Luxury Thailand” campaign introducing high-end tourism
products via online recommendations from well-known international visitors (in English, Spanish and Russian). Sansern Ngaorungsi, the TAT deputy governor for Asia and Asia-Pacific,
said the number of Asian tourist arrivals accounted for 66% of the total,
generating 55% of total revenue. The TAT needs to boost spending from this segment on higher-end products, he said.