Brand Phuket to lure quality travellers

The Phuket Hotels Association (PHA) yesterday unveiled its Brand Phuket campaign at the Thailand Tourism Forum 2017 in an effort to enhance the lure of the popular resort island.

Wichit Na Ranong, a PHA adviser, said the campaign is aimed at boosting Phuket’s image as a world-class tourist destination and to draw more quality travellers.

The campaign focuses on positive aspects about travel experiences, natural beauty and local people in Phuket, said PHA president Anthony Lark.

Phuket tourism operators also want to see tourism infrastructure and facilities such as hotels and tourist attractions truly accommodate a wider group of tourists, not only high-income visitors.

It will also promote less known tourist attractions to attract both Thai and foreign tourists. The PHA will give advice on best practices to support communities near tourist attractions so they can play a role in promoting tourism.

Last year, Phuket welcomed 12 million domestic and international travellers and generated 200 billion baht, up 10% from 2015.

Mr Wichit, who owns Slate Phuket Resort, said Phuket’s tourism business has grown continually in the past few years and still has high potential to grow further.

“We want to ensure that the authorities and private operators have invested sufficiently to protect the island’s natural environment and tourism resources, so that all related parties can share the benefits of the tourism sector,” he said.

Mr Lark said QUO, an international branding consultant, was hired to initiate the Brand Phuket campaign and set a vision to establish a unique positioning for Phuket in the world’s tourism map.

QUO chief executive David Keen said it is important for Phuket to have one body to supervise tourism infrastructure and attractions.

Yesterday, Thailand Tourism Forum (TTF) focused on how the tourism sector can maintain strong growth in the long term while embracing new trends that range from the sharing economy to the significant growth in millennial travellers.

“It’s more important than ever to be an innovative player in the industry” said Bill Barnett, managing director of C9 Hotelworks, one of TTF’s founders and organisers.

Mr Barnett said the way China has became a main source of tourists is changing the world tourism industry. The sector should look beyond tour groups and adopt a new marketing approach to reach more Chinese and Asean tourists, he said.