Call to develop new Thai destination magnets

Thailand should build new tourism magnets in potential destinations to attract foreign tourists to spend more for premium tourism experiences and services, said industry leaders.

This idea will complement an existing plan by the Tourism and Sports Ministry and the Tourism Authority of Thailand focusing on promoting new potential tourist destinations to attract more high-end tourist markets.

Charoen Wangananont, president of the Association of Thai Travel Agents (ATTA), said Thailand should promote beautiful national parks and interesting tourism sites rather than just sea, sand and sun, which have been the crux of previous campaigns.

For example, visitors pay an entrance fee to get into Grand Canyon National Park in the US. When they are inside the park, there are many interesting activities, which also charge fees, such as Grand Canyon Skywalk, a glass skywalk nearly 4,000 feet above the canyon floor.

Mr Charoen said Thailand has potential tourism sites such as Koh Tachai in Phangnga province and Koh Phi Phi in Krabi province that can be tourism magnets, with services attracting visitors. Authorities should find a special viewpoint or beautiful area on both islands and improve the landscape without damaging natural surroundings in order to charge an entrance fee to tourists, he said.

Authorities should reimagine Phi Phi island as a premium destination and improve the landscape of surrounding islands and tourism sites, said Mr Charoen. ATTA suggested Maya beach as a site with potential as it was the shooting location for the film The Beach.

Tourism and Sports Minister Kobkarn Wattanavrangkul said average spending per head for foreign tourists was 46,900 baht per trip in the first half this year, up slightly from 46,800 baht per trip in the same period last year. It targets raising spending per head to 48,000 baht per trip by year-end, increasing to 50,200 baht next year.

As of July 5, Thailand had welcomed 15.24 million foreign tourists, a 29.75% surge year-on-year, generating 714.63 billion baht in tourism revenue, up 29.95%.

The country’s tourism revenue target this year is 2.2 trillion baht, rising to 2.4 trillion in 2016.

Ms Kobkarn said the ministry will continue to push existing tourism campaigns to penetrate more high-end tourist markets and promote secondary tourism provinces under the 12 Hidden Gems project. The TAT plans to launch the 12 Hidden Gems Plus project during the 2016 fiscal year.

She said the country’s new tourism theme — Value for Experience and Luxury Affordable — will be used to reimagine Thailand as a premium and value for money destination rather than a cheap location. Tourism segments such as golf, couples and honeymoons, medical tourism, wellness and eco-tourism will be emphasised.

The TAT plans to focus on female tourists as women often influence travel decisions. If Thailand is viewed as a safe and friendly tourist destination for women, it will help to boost tourist confidence.

China is expected to account for 20% of foreign tourist arrivals to Thailand.