Quality tourists over qunatiy (again)

[rickfarang]

Ok, this really isn't news - how many times have we heard this chant in the last few years? I though this one interesting because they gave some figures. The chart on the Post's web page is also interesting to read.

 

 

On January 22.

http://www.bangkokpost.net/Business/22Jan2007_biz02.php

 

Phornsiri says quality over quantity

 

CHATRUDEE THEPARAT

 

After 36 years of working in the tourism industry, Phornsiri Manoharn, the new governor of the Tourism Authority of Thailand, has developed a belief that attracting quality foreign tourists is better than merely focusing on numbers.

 

Mrs Phornsiri has a strong ambition to develop Thailand as a quality destination and raise spending per trip by foreign tourists to an average of 41,473 baht in 2010, from 35,238 baht reported last year.

 

Average spending by tourists is one tool to measure the quality of the tourism industry.

 

Estimated revenue for this year of 547 billion baht from foreign-tourist arrivals would represent about 8% of the country's gross domestic product _ estimated at 7.9 trillion baht this year.

 

Although Mrs Phornsiri, aged 58, will serve only a two-year term instead of the usual four years since she will retire in 2009, she has pledged to lay strong foundations for the industry to cover the next four years.

 

In order to create a quality tourist destination, both the public and private sectors have to help improve services and products, she said.

 

"Policy in the past was aimed at increasing income and increasing the number of tourists, but [the industry] paid less attention to preserving the environment and adding value to tourism products," she said.

 

She said the TAT planned to improve its tourism campaigns with more emphasis on target groups, instead of launching projects without definite targets.

 

The target areas for arrivals with potential for increased spending per trip are health, sports, and special-purpose trips such as weddings, honeymoons, and the Mice (meetings, incentives, conventions and exhibitions) industry.

 

In order to improve marketing access overseas, the TAT plans to add three more offices _ in Moscow, Dubai and Vietnam _ which would bring its total overseas to 25.

 

Phornsiri: Amazing Thailand is back â?? PATTANAPONG HIRUNARD

 

TAT's crisis-management centre will be turned into a marketing intelligence unit during normal periods, to provide information about tourism such as economic data of target countries.

 

Mrs Phornsiri said she would pursue these plans with a budget of 3.6 billion baht this year, lower than the 4.2 billion the agency used last year.

 

To work within such a limited budget, the state agency needs to find partners or financial sponsors to help run some events such as the Loy Krathong and Songkran festivals. Online campaigns for overseas markets would be used more, she said.

 

Mrs Phornsiri said the budget would be focused more on promoting inbound and domestic travel to Thai tourists, and the agency would scale down its involvement in some events such as the Bangkok Film festival.

 

However, she said the TAT would still be a key supporter of the Bangkok Film Festival this year as the event was well known both locally and abroad.

 

Thai pre- and post- production parties and foreign-film production will also be encouraged.

 

Some old tourism marketing strategies will also be reintroduced, she said.

 

"'Amazing Thailand' is still used by tour operators abroad," she said of the popular slogan. Some business operators also said the campaign was more recognised than others.

 

The "Amazing Thailand" brand was used as a marketing slogan to promote Thai tourism from 1998 to 2004 and was quite successful.

 

The next campaign, Happiness on Earth, in 2005 and Thailand Grand Invitation in 2006 were not so popular.

 

Mrs Phornsiri said the "Amazing Thailand" theme was a good way to describe the country's brand which included various product areas of Thai culture such as boxing, cuisine and spas.

 

 

[junglesoup]

Mrs Phornsiri has a strong ambition to develop Thailand as a quality destination and raise spending per trip by foreign tourists to an average of 41,473 baht in 2010, from 35,238 baht reported last year.

 

Surely the whore mongers spend more than that. But this cant be measured of course so easily. I know many people who spend 100,000 baht plus in a few weeks, mostly on parties and women. This is money that might not be going into a boutique in Siam Paragon or Emporium but it certainly is going into the econmomy and will be spent. Stupid logic once again.

 

Surely they can cater to quality tourists and still let the riff raff be.

I mean its the "toursist of less quality" who keep the grass roots going. TRhey aren't easting in the posh restaurants and 5 star hotels. They stay in smaller hotels, small business and support the local industry more I suspect.

[Mentors]

but as first, Thailand need a quality Government before they can look after quality tourists

[elef]

They must the love the russians (couples) coming in hundred of thousands to Pattaya for shopping - yes a local tourist authority boss saw them as the future instead of the sextourists.

[Flashermac]

When are they going to ban all of those cheap tours from China???

 

 

[Flashermac]

<< Thailand need a quality Government before they can look after quality tourists >>

 

Thailand used to have one ... up until 1932.

 

 

[elef]

China? The asian groups you see crossing Beach Rd are from Korea, the chinese guys you find in the lobbies of Sabai Dee/Land/Room with the Armani suits, latest models of mobiles, real Rolex gold watches, diamond rings and thick wads of USD 100s. They look like the rich american tourists in Euorpe in the sixties but 100 times richer.

[Flashermac]

Not the bus loads of mainland Chinese I see. They stay in cheapo hotels like the Royal River and roam around in packs.

 

 

[carew66]

I always find it interesting when the authorities start to harp on about 'quality' tourists.

 

First of all, the point has been made above that all the guys who have vacations in Thailand spend shit loads of money for the time they are here and, let's face it, the great majority are just normal folks having a great time. We read about the bad farang in Pattaya and so on but they really are the exception proving (as in 'testing') the rule.

 

Can I take it a stage further?

 

The much maligned backpacking- gap year- student banana pancake eating- mummy's little soldier- rave baby-Kao San Road soap-dodger...

 

You know - they might not spend a lot of money now (though it can be argued that many do as they are here for a much longer period generally) but they won't be fisherman's pants wearing bedwetters all their lives. No, indeed. After they land that big corporate job, marry the horse faced daughter of CJ in accounts and buy the house in the country to raise little Emily and Jeremy (gifted child prodigies,naturally) then things might look a little different.

 

Let's look at 10 years hence.

 

It's 2017 and time for the couple to take a holiday with the kids. They both 'travelled' in Thailand when they were on a shoestring. Man, it was so adventurous and awesome. They stayed in some right shitholes back then but now they want to return to a country which gave them loads of good memories and this time they aren't roughing it. Good Lord, no! They'll be booking the expensive hotels and resorts. They are busy people after all; they expect luxury and pampering on this trip and by george, they are going to have it.

 

Aha! But if they are unwelcome now as young people - or discouraged in favour of this mysterious 'quality tourist' TM that the authorities seem convinced is out there somewhere - then maybe they won't have those warm thoughts and memories. Club Med in Jamaica might fit the bill better.

 

Those seeking to manage tourism anywhere (not just here) must think and act long term, not just get the quick bucks over a couple of seasons.

 

So, everybody. Next time you see a dirty backpacker - remember: They aren't just for Christmas.

 

Give one a hug today.

 

Go on.

 

Bless.

[Flashermac]

KSR is in fact moving upmarket. Shopowners tell me they are getting ex-backpackers now in their 30s and 40s coming back for nostalgia trips.

 

The really low budget travellers seem to be moving to the Thewet area, as KSR is getting too expensive for them!