THAILAND MEDIA BRIEFING BY MRS. JUTHAPORN RERNGRONASA
Deputy Governor for Marketing Communications
ASEAN Tourism Forum 2009 (ATF 2009)
Sunday, 11 January 2009, 16.00 – 17.00 hrs.
Vietnam Exhibition Fair Centre Hall 6A, Hanoi, VietnamXin Chà o, Sawasdee-kha and good afternoon, ladies and gentlemen.
I am very honoured and delighted to welcome you all to Hanoi as well as to our press briefing today. Thank you all for being with us and for giving us an opportunity to update you with the latest developments of Thai tourism.
I would like to begin by extending my warmest congratulations to the people and the entire tourism industry of Hanoi and Vietnam for their excellent arrangements in hosting their first ever ASEAN Tourism Forum.
Having hosted this important event five times in the past, including the last one in 2008, we know how much work is involved. All the feedback we have received from the delegates and participants has been very positive. Clearly, this is a coming of age for the long-standing policy of the countries of the Greater Mekong Subregion to build strong tourism relations amongst themselves as well as the countries of ASEAN.
THAILAND-VIETNAM TRAVEL
It is also due to the policy that bilateral tourism flows between Vietnam and Thailand are growing strongly. The fact that we have a mutual visa waiver system is of course a major contributing factor. We opened the TAT office in Ho Chi Minh City to directly promote Thailand tourism in the Vietnamese market.
In each year, there is an increasing number of Vietnamese arrivals to Thailand. In 2007, Vietnamese arrivals to Thailand totaled 270,000 and during January – October 2008, Thailand received 240,000 Vietnamese tourists.
In turn, Thai visitor arrivals to Vietnam in January-October 2008 totalled 150,000. We are proud to be the largest single source of visitor arrivals to Vietnam from amongst the ASEAN countries, and we hope to see continued growth in these two-way flows in future, especially because of the significant contribution to intra-regional ASEAN travel.
ASEAN VISITORS ARRIVALS TO THAILAND IN 2008
In total, the ASEAN countries contribute to about one-fourth of our total visitor arrivals. International visitor arrivals to Thailand in January – July 2008 totalled 9.14 million of whom 2.3 million visitors were from ASEAN countries, or a market share of about 25 per cent. Malaysia topped the list with one million arrivals, followed by Singapore with 370,000 and Lao PDR with 350,000.
OUTLOOK FOR TOURISM TO THAILAND AFTER THE AIRPORT CLOSURE CRISIS
I know most of you would like to get an update of what happened in Thailand during the airport closure and how we have recovered from this unprecedented crisis. Today, we can confidently say that Amazing Thailand is making an Amazing Recovery and is back in business.
The closure of Thailand’s main gateway airport at Suvarnabhumi between 25 November to 3 December was a completely unforeseen and unpredictable event caused by a domestic political dispute. The entire Thai tourism industry was mobilised to help the tourists, which became a top priority.
The Ministry of Tourism and Sports and Tourism Authority of Thailand (TAT), together with the entire private sector provided accommodation, transportation, and meals.
Some emergency flights were operated from other airports, and city terminals were established for tourists to undergo early check-in procedures. Once the all-clear was declared, the entire aviation industry moved expeditiously and urgently to get the airport open again and help visitors return home to their loved ones.
After the reopening of the airports, the recovery in visitor arrivals was almost instantaneous. This is clear proof of the high levels of confidence that visitors have in the Kingdom of Thailand, the Thai people and the Thai tourism industry.
Now a new Thai government has been formed. Furthermore, the new Minister of Tourism and Sports, His Excellency Mr. Chumpol Silpa-archa, has pledged immediately to expedite the recovery of tourism. He will work with other ministers to ensure the necessary funding and infrastructure support.
Recovery Plan
The industry’s three-point recovery plan for 2009 includes:
- Emergency measures to restore visitor confidence,
- Policy measures to promote more domestic travel and international visitor arrivals, and
- Tactical marketing measures which include special campaigns, especially via online marketing.
|
Our campaigns will focus on major markets where we will work with industry partners to launch special packages, advertise in local media, promote the Amazing Value Card and Coupon, organize media trips to Thailand, encourage overseas Thai residents to visit Thailand, and bring back seminars and exhibitions.
One of the key areas is the recovery of the domestic market. In times of crisis, we have always found that the Thai people turnout big time to help their fellow citizens. We are boosting our public relations, marketing and promotional activities in the domestic market in order to help us tide over the projected shortfall in international visitors.
We are also working closely with the private sector to launch special packages in both the international and domestic markets, for example:
- One Price All Destinations Package
eg. 40 boutique hotels have offered 2,000 Baht nett from January - March, 2009. Moreover, the Banyan Tree in Bangkok and Phuket is promoting a special offer of the “Thailand Smiles Again Package”: Buy 1 Get 1 Free for 1,000 rooms or during 8-31 January, 2009.
- Thailand Super Deal portal website:
You can find Thailand’s best deal packages from hotels, tour operators, airlines, shopping centres, etc.
Please check out: http://www.tourismthailand.org, and
www.thailandsuperdeal.com.
We are also organising roadshows abroad and bringing media / travel agents fam trips, especially from major markets; such as, China, Japan, and the Middle East.
REVISED ARRIVAL PROJECTIONS
We are expecting that final figures for 2008 will show a total of 14.3 million arrivals, which will be about the same as 2007. Although arrivals are projected to improve in the first quarter of 2009, they will definitely be lower than arrivals in the first quarter of 2008. However, we project an improvement in the second quarter of 2009. We target the international visitor arrivals in 2009 are not less than 14 million, again depending on extra budget from the government, as well as, local, regional, and global situation.
THAILAND: BEST VALUE FOR MONEY UNDER THE CAMPAIGN “AMAZING THAILAND, AMAZING VALUE”
There are certain underlying strengths in the Thai tourism industry that supports our resilience. For example, Thailand remains the world’s best value-for-money brand, as announced on 11 November, 2008, by the 2008 Country Brand Index (CBI), the third consecutive year it has won this accolade.
The Brand Index hailed the Kingdom thus: “Famous for its authentic culture, spectacular beaches and noteworthy nightlife, Thailand is also one of the most affordable destinations in the world.” In addition, Bangkok has been voted by the Travel and Leisure Magazine and the CondeNast Traveler, US to be the “Best International Business City 2008”. From the Scandinavian market, Thailand has won the Grand Travel Award Norway 2009 that was announced on 6 January, 2009. We have also won numerous other awards.
This reputation comes about due to the continuing investments that are being made by the private sector across the board of improving the Thai tourism product. Here is a listing of some of the more prominent ones:
NEW PRODUCTS
DRAGON DESCENDANTS MUSEUM in Suphan Buri, only 1 hour from Bangkok by car. Founded to mark the 20th Anniversary of Diplomatic Relations between the People’s Republic of China and Kingdom of Thailand, the Museum is designed to present the history of Chinese civilization, using the dragon as a known sacred imaginary animal.
CHIANG MAI ZOO AQUARIUM
The newest marine aquarium in Thailand, which also claims to be the largest aquarium in South East Asia and boasts the world’s longest tunnel aquarium. It houses about 3,600 aquatic animals of 250 different species. The Aquarium is linked together by a 230 metres walkway.
SIRINDHORN MUSEUM AND PHU KUM KHAO DINOSAUR EXCAVATION SITE IN KALASIN
The archaeological museum's outstanding exhibits include life-sized skeletons of the many significant dinosaur species discovered in this area. This museum is situated in the scenic foothills of Phu Kum Khao, Kalasin province and is named after Her Royal Highness Princess Maha Chakri Sirindhorn. The mysterious walkways take visitors back in time to the beginnings of the Earth and how it was formed, as well as the evolution of living creatures; such as, dinosaurs and humans.
PATTAYA FLOATING MARKET (FOUR REGIONS OF FLOATING MARKET)
The Four Regions Floating Market is the latest attraction for tourists visiting Pattaya. Tourists are ferried by boats around the compound linked by a network of canals. There are performances of Thai classical dances native to the four regions of the country.
AKSRA HOON LAKORN LEK THEATRE
Situated in the King Power Complex, it has been promoted as a showcase of Thailand’s cultural and dramatic heritage, the Aksra Theatre presents performances of traditional of Thai puppetry.
SUVARNABHUMI INTERNATIONAL AIRPORT RAIL LINK:
A rail link is under construction from Suvarnabhumi International Airport to downtown Bangkok. The service is expected to be ready by May 2009. The rail link will be 28.6 kilometres long and express journeys will take 15 minutes and commuter trips 27 minutes.
THAI – LAO RAILWAY SERVICE
For the first time, a rail service between Thailand and Lao PDR. (Nong Khai – Ban Thanaleng, Vientiane) is due to be officially open in the beginning of March 2009. The construction of the 5.3 kilometre rail line from Nong Khai province on the Mittraphap Bridge to Ban Thanaleng in Lao PDR will further enhance tourism and trade between the two countries.
NEW HOTELS OPENING IN 2008 AND 2009
One of the major indicators of the continued confidence of investors in Thailand is the huge increase in new and refurbished hotels, as well as hotel expansion in both 2008 and 2009. Our records show that a total of 50 new hotels opened nationwide in 2008.
46 new hotels are set to open this year (2009). All these hotels include both international and local hotel chains, such as,
- Ritz Hotel, Best Western, Crown Plaza in Bangkok
- Jumeirah Phuket Private Island Resort, 65 pool villas, five-star
- Shangri-La Phuket Resort and Spa, 315 rooms, five-star
- The Regent Phuket Cape Panwa, 106 rooms, five-star
- Conrad Koh Samui Resort, 79 villas, five-star
- DusitD2 Samui, 60 pool villas, boutique
- Banyan Tree Koh Samui , 100 villas, five-star
- Anantara of the Minor Groups in Phang nga, five-star
|
They indicate an inflow of investment from all over the world, including the Asia Pacific and the Middle East.
THAILAND TO BE A HUB OF CHARTER FLIGHTS
We are also fortunate to have a good mix of airline traffic. Although scheduled flights are of course the dominant source of traffic, we are also seeing strong growth in low-cost airlines and charter traffic.
According to the Airports of Thailand, total Low Cost Carrier (LCC) passenger traffic at all the international airports in Thailand has risen from 7.1 million in the fiscal year of 2005 to 12.8 million in the fiscal year of 2008, a far higher growth rate than passenger movements on the regular scheduled airlines.
The winter season is also the time when we get a lot of charter traffic.
To Phuket: During the October 2008 - March 2009 season, we will have a total of 43 charter flights to Phuket per week including the inaugural flight of XL direct Charter Airlines from Paris and Brussels that landed in Phuket in December 2008. This is in addition to the regular charters we have from Italy, Scandinavia, and Switzerland. New charters are also coming from St Petersburg in Russia and Kazakhstan.
To Surat Thani: TuiFly Nordic AB Charter flights have landed to Surat Thani from Helsinki since 5 December, 2008.
UPCOMING EVENTS
Many interesting upcoming events this year will continue to facilitate our recovery. For example:
- CHINESE NEW YEAR CELEBRATION on 26 January – 4 February, 2009:
The official opening ceremony of the Chinese New Year festival in Chinatown will be held on 26 January, 2009. This year, we have received good cooperation from seven provinces of China from Guangxi, Hainan, Xuantong, Anhui, Beijing, Heilong Jiang, and Yunnan provinces to present their local cultural shows in Amazing Thailand.
- 14th ASEAN SUMMIT 2009:
This historic summit will now be held in Hua Hin during 27 February – 1 March 2009. It will be the first since the signing of the new ASEAN charter and will fast-track integration across all sectors, including economic, social, and cultural, and especially transport and communications. In November 2008, ASEAN transport ministers signed three air agreements that will lead to the full liberalization of freight and other air services in the ASEAN region. A wider Free Trade Agreement will go a long way towards boosting trade and business contacts. For more information, take a look at http://www.14thaseansummit.org/.
- Thailand Travel Mart Plus 2009:
With cooperation between the Tourism Authority of Thailand (TAT) and the tourism industry, Thailand has an honour to annually host the largest B2B event “Thailand Travel Mart Plus the Greater Mekong Subregion (TTM+) during June 3-7, 2009. The website of the event is www.thailandtravelmartplus.com.
- AUSTRALIAN SOCIETY OF TRAVEL WRITERS:
Up to 200 of Australia's leading travel writers will descend upon Thailand on 21-23 August, 2009 for their annual general meeting, expected to be the largest off-shore event for the association since its inception in 1975. It will include the group’s AGM for three days in Bangkok, and a series of six tours of up to seven days’ duration.
INTERNATIONAL SPORT EVENTS
- THE 3rd GOLF PGA ROYAL TROPHY: This took place this week from 9-11 January, 2009, at the exclusive Amata Spring Country Club in Bangkok. Asia and Europe’s best golfers are participating in this tournament; such as, former British open champion Paul Lawrie, Joe Ozaki, Thongchai Jaidee and Prayad Marksaeng, along with Japanese teen sensation Ryo Ishikawa and South Korea's S.K. Ho.
- PATTAYA WOMEN’S OPEN (TENNIS) 2009: Sony Ericsson WTA Tour tournaments in Thailand has announced that the Dusit Thani Pattaya will be the venue for the upgraded WTA tournament which will be held from 7-15 February, 2009. It carries prize money of a minimum of US$220,000.
- 1st ASIAN MARTIAL ART GAMES on 25 April – 3 May, 2009: The Olympic Council of Asia has selected Thailand to host the 1st Asian Martial Art Games 2009. This is an entirely new event that OCA will organise for the first time even though these martial arts have long been part of the sporting tradition; namely, Karatedo, Kickboxing, Muai, Wushu, Kung Fu, Pencak Silat, etc. amongst the 45 members of OCA. It has received the help and support of nine martial arts associations.
- 4th LAGUNA PHUKET INTERNATIONAL MARATHON: This will be run on 14 June, 2009, featuring a Full Marathon, Half Marathon, 10 Kilometre Run, 5 Kilometre Walk and a 2 Kilometre Kids Run. Registration is now open.
- 3rd THAILAND INTERNATIONAL BALLON FESTIVAL 2009
The 3rd Thailand International Balloon Festival, scheduled for December 2009, will be up, up and away with more than 60 hot-air balloons from countries from around the world including the United States, the United Kingdom, Germany, France, Italy, Austria, Sweden, Denmark, South Africa, Croatia and Malaysia.
BIG INTERNATIONAL CONCERTS AND ENTERTAINMENT
- “SIMPLY RED THE GREATEST HITS LIVE” IN BANGKOK 2009:
The concert will be held on 1 February, 2009, at the Impact Arena, Impact Muang Thong Thani. The British soul-pop band, Simply Red, has embarked on a massive Greatest Hits World tour and are coming to Bangkok, which will be a bonus for their fans.
- CHICAGO THE MUSICAL:
The show will be held on 12-22 February, 2009, at the Muangthai Ratchadalai Theatre, Bangkok. CHICAGO has everything that makes Broadway great: a universal tale of fame, fortune and all that jazz; one show-stopping-song after another; and the most astonishing dancing you've ever seen.
- WONDER GIRLS LIVE IN BANGKOK 2009:
The concert will be held on 28 February, 2009, at the National Stadium. The Wonder Girls are a famous South Korean girl group. The Wonder Girls held a fan meeting in Bangkok, Thailand in May 2008, attracting over 10,000 fans.
- ROD STEWART LIVE IN BANGKOK:
The concert will be held in March 2009, Bangkok.
CONCLUSION
Distinguished media delegates,
In conclusion, I would like to extend my sincere thanks to all of you for being here. Please convey the message to your readers and viewers that Amazing Thailand is making an Amazing Recovery and we are back in business. I will be happy to take a few questions before I sign off today. Please do join us this evening at the “Pattaya Thailand Night”, Horizon Hotel.
Thank you and sawasdee kha.