At its annual TAT Action Plan meeting yesterday, the Tourism Authority of Thailand (TAT) unveiled its 2018 marketing plan to grow the country as a preferred destination with more targeted niche marketing on the international and domestic fronts.

Yuthasak Supasorn, TAT governor, said: “Clearly the age of mass marketing is over. The future lies in sharply focussed marketing campaigns, which can deliver measurable results. These will help us maintain a strong brand presence, improve the efficiency of our marketing spend, address the seasonality factor, decongest popular destinations and establish closer cooperation with potential partners that include many industry businesses and local communities who can contribute to the success of our objectives.”

(Middle three, from left) TAT’s Yuthasak Supasorn; Ministry of Tourism and Sports’ Kobkarn Wattanavrangkul; and TAT board’s Kalin Sarasin; with TAT executives and industry players at press conference to announce the marketing plan

For the international marketing plan strategy, which will be rolled out over the 12-month period of the 2018 fiscal year, beginning October 2017, TAT has segmented target customers worldwide ranging from first-timers to repeaters, senior citizens to sports enthusiasts. TAT will also emphasise on niche markets including weddings & honeymoons and ladies, as well as continue to create a brand image as a luxury travel destination.

A stronger emphasis will be placed on gastronomy tourism, with spotlight placed on the opening of the Michelin Guidebook Bangkok and Thailand’s hosting of the fourth UNWTO World Forum on Gastronomy Tourism.

While TAT will continue to use “Amazing Thailand” for its international marketing slogan with the “Discover Amazing Stories in Amazing Thailand” tagline, in 2018 the NTO will change its marketing angle slightly with the new concept of “Open to the New Shades of Thailand” to give more depth to the presentation of Thailand’s tourism, grow the business for grassroots tourism sector players and enhance the country’s image as a land of amazing diversity worth discovering further.

In the domestic market, TAT will train its sights on increasing the travel frequency of potential groups (seniors, millennials, families, multi-generation and ladies) with the “Unique Thai Local Experience” slogan in 2018.

Some examples of new initiatives for domestic marketing by TAT include creating awareness of waste management during local festivals, promoting creative gastronomy and building tourism networks to be environmentally conscious.

In 1H2017, Thailand received reached 17 million international arrivals and a revenue of 876 billion baht, of which the China market was the top generator followed by Russia and Malaysia. The Thai government has set a growth of not less than eight per cent increase in tourism revenue for 2018.

Europe is planning a series of eight educational conferences and B2B matchmaking events targeted at the US and China, set for launch in 2018, which has been designated EU-China Tourism year.

Recognising that many intercontinental tourists see Europe as a unified destination, the Partnerships in European Tourism programme will focus on themes and routes of interest to the visitor – such as family travel, culture, film and TV, lifestyle and romance – instead of specific countries, cities or sights.

Tourists at Jungfrau, Switzerland

The programme will kick off with its first event in Venice on January 19, 2018, while the second will take place in Berlin in March, coinciding with ITB Berlin. The conference and matchmaking workshop will focus on Europe’s culture, pan-European itineraries (such as river cruising) and group tours.

The third conference will be held in April in Beijing, with an emphasis on family travel and catering to European companies seeking to tap outbound demand from China.

Details on subsequent events in China and the US will be announced later.

The programme is funded by the European Commission and delivered by a consortium made up of the European Tourism Association (ETOA), the European Travel Commission and the European Association of Travel Agents and Tour Operators (ECTAA).

Tom Jenkins, CEO, ETOA, said: “The Partnerships in European Tourism programme… recognises the high value of strong business relationships between supplier companies in the EU and potential customers in external origin markets.”

Added Michel de Blust, secretary general of ECTAA: “This initiative provides a unique opportunity to strengthen tourism relationships with strategic partners in third country markets, with a view to increasing travel and tourism. It will also foster cooperation among European tourism companies for the promotion of EU transnational products.”

Marriott International has signed an agreement with Hon Tam Nha Trang Sea Joint Stock Company to open Courtyard by Marriott Nha Trang Hon Tam Resort in southern Vietnam.

Due to be completed in 2020, the beachfront resort will feature 373 guestrooms and onsite dining venues.

Hon Tam island

The property is situated a 20-minute boat ride away from Nha Trang city on an exclusive island, and lies within easy access to key attractions including the Vinpearl amusement park, Long Beach and the historic Po Nagar Cham Towers.

Since opening an office in Singapore this January, the German National Tourist Board (GNTB) has identified Singapore, Indonesia, Thailand and Malaysia as key target markets in South-east Asia.

Arrivals from Singapore, Thailand and Malaysia rose by 15.4, 15.5 and 16.1 per cent respectively from 2015 to 2016, while the figure for Indonesian arrivals is currently unavailable.

Neuschwanstein, Bavaria

Further growth is expected from these origin countries as “travellers seek newer destinations in central Europe”, explained Chun Hoy Yuen, director of marketing & sales for Germany National Tourism Office (GNTO) – Singapore (ASEAN), who added that the NTO also “(aims) to encourage more people to stay longer in the country”.

The board has forecasted that overnight stays by visitors from Asia-Pacific will increase by 122.7 per cent by 2030.

Till Weigl, GNTB’s international market relations manager for Asia and Australia, elaborated: “Many travellers start or end their journey in Germany… Germany-exclusive routes usually focus on the alpine region, the Black Forest region and the capital Berlin.”

To nudge travellers towards longer stays, GNTB aims to “extend the routes also towards the north and the German shoreline as well as focus on the beautiful scenery in the east of Germany”, said Weigl.

In line with this, GNTB will promote its Destination Germany campaign through annual themes, with 2018’s being “Culinary Germany”, the 200^th anniversary of Karl Marx’s birth and the European Athletics Championships in August at The Olympiastadion Berlin.

The board is gearing its marketing efforts towards digital channels, with an emphasis on social media campaigns and collaboration. Its website, www.germany.travel, has recorded a total of 10 million visits to date.

GNTB also recently set up office in Buenos Aires to pursue the Argentinian and Chilean markets, and its Dubai sales office underwent a facelift earlier this year.