Spotlight: Interview with Tourism Authority of Thailand Governor, Phornsiri Manoharn

Tourism Authority of Thailand governor Phornsiri Manoharn spoke with Diethelm Travel's Thailand Tourism Review about her plans, aspirations and vision for Thailand's tourism industry and how, through long-term sustainable growth, it can be a key driver of social and economic development.

What is your vision for the growth of the travel and tourism industry in Thailand?

To see a well-balanced, profitable and sustainable industry that continues to highlight the culture and heritage of Thailand, upholds its international image and standing, and also creates jobs for our young people as well as instilling in them a strong sense of environmental and cultural preservation.

What are the key targets you are setting for 2007, 2008 and 2009 in terms of arrival numbers and revenue generated for the tourism sector? In 2007, we are still optimistic of achieving our target of 14.8 million international visitor arrivals and estimated revenues of 547.5 billion baht. The domestic tourism target is 82 million domestic trips with projected revenues of 377 billion baht.

In 2008, we are projecting 15.7 million international visitor arrivals, up 6% over the projection for 2007, with tourism revenues of 600 billion baht. The domestic arrivals target in 2008 is 83 million trips, up 1.2%, and earnings of 385 billion baht. In 2009, we expect the number of arrivals to increase by 6% and revenue to rise by 10%.

Which inbound markets will be key to achieving these targets and why? The 18 main markets being targeted for intensive promotions are mainly in Asia-Pacific, East Asia and Europe. Among the 20 emerging markets with strong growth potential are Indonesia, the Philippines and Vietnam, Russia, CIS countries (former Soviet Republic) and Eastern Europe, and the Middle East.

In the case of Vietnam, the Philippines and Indonesia, these are short-haul markets that are interested in learning and experiencing about cultures that are either different or similar to their own.

Russia, CIS and East European markets are ones that we have been focusing on for some time, as they have shown interest in Asia and especially Thailand. That is a result of our country's geographical position and easy access to neighbouring countries.

Saudi Arabia and the United Arab Emirates are also markets that we have been hitting with our various promotions, especially medical tourism and health and well-being.

Hospitals in Thailand not only have modern upto- date equipment and facilities, but also qualified medical professionals of all kinds. In general, the services offered are great value for money when compared to their home country. In addition to this, Thailand is becoming better known for its spas and other alternative forms of well-being.

How important is Thailand's national and political stability to the TAT with regards to your organisation achieving its arrivals and marketing goals?

Extremely important, and even though we are continuously promoting Thailand's tourism through our various campaigns, we are also aware that an event whether it is natural, political, economical or otherwise can have an effect on our marketing goals.

As such, we are always ready to jump into action and initiate the necessary strategies and measures to reach or re-evaluate our initial targets.

Elections have been confirmed for Thailand on December 23. How important is it for the country's tourism industry – in terms of its international perception – that these elections go ahead and an elected government be installed?

Many of our visitors come from countries where there are different forms of government from Thailand's, and as such the election would be the last thing that they would think of when deciding on a trip to our country.

What visitors want is a destination that offers them a variety of tourism products and services, and one that matches their dreams when selecting a place for a holiday.

How does the TAT plan to balance the different interests and the hugely varied nations that are coming to Thailand – from Mainland China and the Middle East to the mature markets of Japan and Europe?

Thailand welcomes visitors from all over the world.

They come to see our unique culture, heritage and social traditions. They enjoy Thai food, enjoy the traditional hospitality of our people and enjoy shopping for Thai arts and crafts, regardless of where they come from.

All of the markets individually know their needs from a tourist destination, and through our overseas offices, we are constantly updated on any changes in consumer behaviour.

What are the major marketing strategies you will employ to meet your targets?

The core focus will be on attracting quality tourists with high yields.

We will also be spending a lot of time and effort to enhance our e-marketing abilities through the vast online networks now available, including websites, blogs, discussion forums, travel clubs, and mobile phone messages, especially to reach the high-end target groups in places like Japan, Australia and the US.

Our 2008 marketing plan has three key components that act as a framework for the policies and strategies going forward.

Firstly, the government policy which implements the sufficiency economy philosophy; secondly, the TAT board of directors policy which focuses on the role of tourism as a tool to help develop the quality of life and drive the Thai economy; and thirdly, our fiveyear tourism strategy plan which focuses on developing quality attractions, presenting Thailand's identity, while conserving nature and the environment to contribute to sustainable development and competitiveness of the country's tourism industry in the world market.

What new international markets do the TAT see as providing arrivals growth for the next three years and why?

There are plenty of promising new markets – Africa and Latin America are very much untapped. Already we are seeing a number of African nationals coming to Thailand for both holiday and business purposes, which is also a result of our roadshows highlighting our country's tourism industry and new airline routes linking Thailand to the African continent.

Consequently, we expect to see more Africans coming to our country in the near future.

What are the key challenges you see ahead as Thailand develops into one of the major tourist destinations in the world?

There are two major challenges: managing the growth of visitor arrivals and trying to maintain it, especially as tourists have become more sophisticated in their needs and know what they want from a destination.

We are also trying to refocus the future growth of travel and tourism in line with the sufficiency

economy principles of His Majesty the King. We believe these principles are more sustainable over the long-term because they will create a more balanced and harmonious industry.

How do you plan to solve these challenges?

By building better public awareness, and fostering stronger partnerships with the private and public sectors, as well as with buyers and sellers at the various travel trade events where we participate, and roadshows that we conduct.

How does the TAT plan to enhance its role as a gateway to Indochina so that it does not compete with neighbouring countries as their tourism industries develop?

Thailand's position as a gateway to Indochina is enhanced each time a new bridge is built across the Mekong River, or a new airline starts a flight between a Thai city and a counterpart in the Indochina region.

This is an ongoing process that will continue well into this century, because it is not just about tourism but a wider process of economic development within the entire sub region. Many inland Indochina cities like Vientiane and Kunming need access to seaports, and the entire Asian highway network that criss-crosses through Thailand is designed to provide them with that access.

As long as there is a strong transportation network within the region, it is guaranteed that there will be a steady flow of travel and tourism that will benefit all countries. It is not a competitive situation but an extremely complementary one.

We will continue to leverage the new Suvarnabhumi Airport as a hub for Southeast Asia and we will continue to develop our presence in Vietnam through a new TAT office there that opened in Ho Chi Minh City in August and trade show participation.

We are also working actively in China which we project will become our top source of visitor arrivals by the end of this decade and we recently signed an agreement with the Beijing Tourism Administration to combine Beijing and Bangkok as dual destinations before or after the 2008 Olympic Games in Beijing.

Thailand's revered monarch celebrates a milestone birthday this year. What is the TAT doing to market this event?

As a tribute to His Majesty, we are promoting the nine Royal Initiative Discovery projects. These projects are a part of His Majesty's sufficiency economy principles mentioned above. These principles stress the moderate practices in Buddhism and strive to merge technical knowledge with the principles of wisdom and morality.

The nine projects epitomise the pride of Thailand. They cover areas such as agriculture, occupational training, education, heritage and culture. More details are available on the website www.thairoyalprojects.com Finally, will there be any special events organised by the TAT to coincide with this auspicious event targeting regional and international markets?

The TAT will organise a special campaign called 80 Days of Good Deeds to celebrate the royal events. The campaign will be held during September to December 2007.

It will highlight the need to develop the country in line with the principles of His Majesty the King, as well as to promote tourism destinations, traditions, culture and local community lifestyle in each region of Thailand.

It will be primarily targeted at domestic tourists and expatriate residents of Thailand. International visitors who are already in Thailand will also find it interesting to learn more about His Majesty's years of tireless work for the country.