Tourism Campaigns Stepped Up in the Aftermath of the Flood Crisis

(13/12/2011)

Thailand is stepping up tourism campaigns in the aftermath of the recent severe floods to restore tourist confidence, especially during the high season. Permanent Secretary for Tourism and Sports, Suwat Sidhilaw, and Governor of the Tourism Authority of Thailand (TAT), Suraphon Svetasreni, spoke about Thailand’s present tourism situation and new campaigns to attract tourist arrivals. In the first half of this year, the number of Thais traveling in the country rose by 11.8 percent over the same period of last year. Following the flood crisis in the second half of 2011, the number of local tourists is likely to drop by 5 percent. As for foreign visitors, the number for 2011 is estimated at 18.4 million, a decline from the original projection of 19.5 million. The markets that have been most affected include Europe, America, and Asia, especially China, Taiwan, and Vietnam. In order to ensure a quick recovery in tourism after the floods, TAT has invited members of the media from all over the world, in order to provide them with updated information about the current situation. It also plans a road show in December 2011 to visit three major cities in China, namely Shanghai, Beijing, and Guangzhou. It is expected that Thailand will begin to see more Chinese tourists in January and February next year. Special promotions with airlines and tour operators have also been offered. A report from TAT said that a recovery campaign, called “Beautiful Thailand,” had been launched to make it clear that Thailand’s tourist destinations were welcoming tourists as always and the country is open for business and visitors. The campaign involves engaging media from key markets worldwide. According to the report, although the flooding mainly affected provinces in the central region, it had a minor impact on tourist attractions throughout Thailand. Meanwhile, the ancient city of Ayutthaya, which is one of Thailand’s major tourist destinations, is undergoing rehabilitation to ensure that the city is ready to welcome back visitors following the flood crisis. All transportation is operating normally and most services and activities for tourists are available as usual. As for historical sites damaged by floods, the Cabinet has approved a budget to restore them. Tourist arrivals in Thailand next year are expected to reach 19.55 million, bringing in 766 billion baht in tourism income. The TAT Governor believes that from the year-end holiday period until March 2012, the second half of the high season, the tourism sector will have recovered. In the past, he said, the Thai tourism sector recovered quickly when faced with similar situations. This clearly shows travelers’ preference for and loyalty to the “brand” of Thailand.