Thailand has outlined its desire to lure more Australians than ever, with tourism minister Kobkarn Wattanayrangkul in Australia to meet with trade partners.
Thailand’s first female tourism minister addressed the need to diversify Thailand’s offering by focusing on new product, new demographics and new destinations.
60-70% of Australian visitors to Thailand are repeat visitors.
“We definitely would like our revisit friends but we have to make sure the first comer will also increase therefore we keep having new product and destination to serve our Australian friends,” Wattanayrangkul said.
The Discover Thainess campaign has run for a year now with an emphasis on the Thai people and will continue.
“At the end of the day people return to us because of the Thai people. The way of life and the friendships we continue to have. We must make sure we maintain this to our next generation,” Wattanayrangkul told Travel Weekly.
The tourism body has seen opportunity in the female market. Currently, 60% of Australian visitors are men.
To change this, August marks women’s month in Thailand. Throughout August there will be pink immigration lanes for women as well as promotions for spa, shopping and wellness experiences.
“We can do more for the ladies. The lady visitors spend more in a good sense.”
Wattanayrangkul promised that women would leave more beautiful.
Thai tourism product is also moving toward being more experiential and immersive.
“Many activities concerning Thai life will emphasise the local experience and authenticity,” Wattanayrangkul said.
This is not necessarily geared around the main cities but rather the smaller towns.
Last year 12 Hidden Gems was a campaign that suggested 12 alternative towns an hour or so distance from main cities and towns.
This boosted visitation to this areas by 12% to 15% and will be expanded this year with 12 new hidden gems.
Wattanayrangkul cited Lampang as a hidden gem close to Chiang Mai, and this year Lamphun will be added to the portfolio.
Sharing the weath of tourism is key for Wattanayrangkul, who wants to close the gap between the very rich and the very poor.
“The people who benefit from tourism should not be super rich. We would like to spread out the income from tourism to the local people in small villages,” Wattanayrangkul said.
