The Tourism Authority of Thailand (TAT) announced at TRAVEX in Manado, Indonesia that tourism arrival numbers for Thailand have returned to normal, following a slight decline at the end of the year due to the flooding.
As the flood has started to recede in early December, Thailand’s tourism sector once again showed its resilience. With the co-operation of the public and private sectors, the TAT launched the “Beautiful Thailand” campaign, which regained the confidence of international travellers and resulted in rapid growth in the number of tourist arrivals. By the end of 2011, Thailand welcomed a total of over 19 million international visitors, which represents annual growth of 20% compared to 2010. The average stay of western tourists lastet a bit over one week in which he spent 4,500 Baht per person per day. The average asian tourist stayed for 12 days and spent 6,000 Baht per person per day.
Mr Sansern Ngaorungsi, Deputy Governor for International Marketing (Asia and the South Pacific) at the conference:
“The Thai tourism sector has proven its ability to bounce back when faced with similar situations in the past. This is due to the uniqueness and quality of our tourism products and the strength of the Thailand brand, which has strong affinity with travellers all over the world,” said Mr Sansern Ngaorungsi, Deputy Governor for International Marketing (Asia and the South Pacific). “As more people have understood that Thailand’s tourism infrastructure remains intact and they can enjoy the many memorable experiences that only Thailand offers, we have seen the rapid restoration of tourist arrival numbers.”
Figures tabulated by the Ministry of Tourism and Sports for January – November 2011 show total arrivals by nationality of 17,105,283, up 21.17 percent over the same period of 2010.
OVERVIEW: Visitors from East Asia totalled 9,289,474 (+27.65%), Europe 4,388,092 (+13.63%), the Americas 848,626 (+12.92%), South Asia 1,062,595 (+19.77%), Oceania 830,780 (17.64%), Middle East 563,157 (+7.69%), and Africa 122,559 (+11.84%).
EAST ASIA: East Asian visitor arrivals to Thailand comprise the biggest market share of all visitors. Of the 17.10 million arrivals in January – November 2011, a total of 9.28 million were from the East Asia region. Malaysia topped the list with 2,093,987 arrivals, followed by China 1,571,294, Japan 1,047,181 and Korea 922,077.
EUROPE: The January-November period saw a good growth rate of 13.63% to 4.38 million. Russia is the largest source market from Europe with arrivals of 851,077, up 61.52%. The United Kingdom is the second highest source market with a total of 755,523, up 4.15%, followed by Germany 553,065, up 1.94%.
SOUTH ASIA: Arrivals in January-November 2011 grew by a strong 19.77% to 1,062,595. India has become a primary market with arrivals up by 23.61% to 838,256, making it the region’s fastest growing market. Thailand is enjoying huge popularity among Indian niche markets ;such as, weddings and honeymooners.
THE AMERICAS: Arrivals from the Americas showed a good growth of 12.92% to 848,626 with the main market, the US, increasing by 11.72% to 609,559. Arrivals from both Canada and Brazil showed positive growth of 14.85% and 21.55%.
OCEANIA: Arrivals in January-November 2011 grew by 17.64% to 830,780 visitors. Australian visitors were up 18.68% to 739,963 and New Zealand +9.60% to 88,373.
MIDDLE EAST: Arrivals from the Middle East showed a slight growth of 7.69% to 563,157 with all markets up. Israel is the largest source market with arrivals of 114,533 (+10.53%) followed by UAE 101,494 (+4.53%) and Kuwait 52,762 (+33.79%).
AFRICA: Arrivals in January-November 2011 were up by 11.84% to 122,559. South Africa is the major market and has showed significant growth of 24.34% to 56,721.
By the end of 2011, Thailand welcomed a total of over 19 million international visitors, which represents annual growth of 20% compared to 2010. This clearly shows travellers’ preference for and loyalty to the Thailand brand and reputation for Authenticity, Value for Money and Hospitality.
Thailand started off 2012 strongly with over 300,000 international visitor arrivals during the first week of January. This is very close to the number of arrivals for the same period last year, demonstrating that Thailand’s tourism sector has once again rebounded. For 2012, the TAT is targeting more than 19.5 million international arrivals, a 26% increase over last year’s target. Tourism revenues for 2012 are expected to reach 24 billion USD (766 billion Baht), an increase of 28% over last year.
Nearly 30% of visitors to Thailand come from within the ASEAN region. ASEAN visitor arrivals to Thailand during January-November 2011 totalled 4.9 million, up 22% over the same period of 2010. The top five ASEAN countries for arrivals include, Malaysia with over 2 million arrivals (up 16%), followed by Lao PDR with 821,000 arrivals (up 26%), Singapore with 592,000 arrivals (up 14%), Vietnam with 475,000 arrivals (up 37%), and Indonesia with 337,000 arrivals (up 33%). Over 84% of ASEAN tourists are repeat visitors, and 81% are Free Independent Travelers (FITs). In 2010, around 3.3 million Thais visited the other ASEAN countries, and over 1.7 million Thais traveled to destinations in ASEAN during the first half of 2011.
The TAT’s strategy for 2012 will focus on Thailand’s brand image, digital marketing, sustainable tourism and effective crisis communications. For Brand Image, the TAT will continue to reinforce the essence of the Thailand brand, “Amazing Thailand Always Amazes You”, with a focus on authenticity, value for money, and hospitality.
Digital marketing will play an increasingly important role in the tourism sector. The TAT has been using digital marketing to promote Thai tourism for many years and has been recognized as a leader in online tourism. It will continue to tap into a wider pool of travelers through social networks, online games, and mobile applications.
Sustainable tourism is another key aspect of the TAT’s strategy. The TAT has continuously promoted sustainable tourism through the concept of Seven Greens – Green Heart, Green Logistics, Green Destinations, Green Communities, Green Activities, Green Services, and Green[Plus]+, which encourages Corporate Social Responsibility (CSR) among operators. It also collaborates with various partners to identify interesting options for eco-friendly travel, such as the Green Hotels, the Green Islands of Ko Chang, and newer environmental-friendly tourism products.
The fourth and final part of the TAT’s strategy will be effective crisis communications. Through a combination of digital media tools and traditional channels, the TAT is able to communicate the accurate information that tourists need when a crisis situation occurs.
The Thai tourism industry is also focused on the opportunities presented by niche markets. For travelers from the ASEAN region, the TAT focuses on niches including golf, health and wellness, shopping, entertainment, and cultural tourism.
“I am sure that the co-operation of ASEAN countries as we become an integrated tourist destination under the AEC will help to make Southeast Asia the world’s favorite place for travelers. The TAT Thailand looks forward to a greater future for our part of the world, and a great year for Thai tourism itself in 2012,” concluded Deputy Governor Sansern.
