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The Tourist Authority of Thailand (TAT) action plan was been officially released to the private sector at a day-long briefing and press conference at the Queen Sirikit National Convention Centre.
In 2014 the TAT have set a goal of attracting 28.01 million international tourists to Thailand that will generate an estimated foreign exchange revenue of 1.326 trillion baht. This will be a 13% increase on 2013’s figures. The TAT have also set up a target of 136.8 million domestic trips that will generate 700 billion baht in tourist income a 9% increase on the previous year. Combined these earnings will exceed two trillion baht, a first in the history of the TAT.
Honored guest speaker at the Skal lunch at the Dusit Hotel in Bangkok Governor Suraphon said “In 2012, Thailand achieved another record-breaking performance, crossing the 22 million mark for the first time. Two source markets, China and Malaysia, are now generating more than 2 million annual arrivals each. And 4 source markets – Japan, Russia, South Korea, and India – are generating more than one million arrivals each.” And added “In 2013, TAT is confident that if the global, regional, and local situation remains stable, Thailand will receive 24.5 million arrivals, generating a projected tourism income of 1.1+ trillion baht,”, he continued “The core theme of the TAT Action Plan 2013 is ‘Higher Revenue through Thainess.’ This means emphasizing our Unique Selling Proposition, which is the ‘Charm of Thainess,’ especially the ‘Thai Experience,’ ‘Thai Way of Life,’ and ‘Thai Culture.’ TAT will put more effort to increase first-time visitors and high spenders (luxury markets).
“In fact, to give a fun and catchy name to our plan, we are calling it our DISCO Plan. DISCO comprises five components:
D – Digital Marketing
I – Image Building
S – Sustainability
C – Crystallization and Crisis Communication
O – Organization Management.
According to the TAT China, Russia and India will be their fastest growing markets.
To boost the Chinese market the TAT will open its fifth office in Guangzhou China by the end of the year and expect numbers of Chinese tourists to reach 5.4 million on 2014, 1.4 million more than project number this year.
The TAT project 1.3 million tourists from India who spend, on average 5,281 THB per day compared to the 4,389 general tourists spend.
Pasakorn Supannapan, Director at the TAT office in Moscow that the Russian market showed the highest growth in Europe with an expected 1.9 million Russian tourists next year. The TAT will be promoting honeymoons, weddings and medical wellness type vacations in order to attract the high-end Russian market.