Being the most mature tourist destination in the Greater Mekong area, Thailand continues to move ahead of other countries. Niche markets are becoming the target of TAT. Only the LGBT market (Gay Lesbian Transgender Traveller) seems to remain a taboo for the wrong reasons…
BANGKOK- The Tourism Authority of Thailand is probably one of Southeast Asia most alert tourism organization to identify trends in travellers’ behaviour around the world. During the last Thailand Travel Mart (TTM+) 2012, TAT Deputy Governor for international marketing Juttaporn Rerngronasa explained how TAT is now moving into niche markets which are reflecting the desire from today travellers for a more personal way of life when on holiday. “Amazing Thailand-Customize your experience” is the new theme of the campaign that Mrs Rerngronasa presented during TAT press conference. “We are definitely looking to attract niche markets which generally tend to be high-spenders as they are focusing on high quality and a high level of personal services . And they are more willing to go off the beaten track which will help to develop tourism beside well-established destinations. Our aim is to create an unforgettable personalised holiday experience in our country,” she explained. Four niche markets have been identified to sustain this trend.
TAT has developed new tools on social media which helps customizing travellers’ demand. I-Pad and I-Phone applications are now designed to answer specific needs. Applications have been added targeting for example shoppers, nature lovers, food fans etc… According to the Deputy Governor, on a more global marketing approach, TAT wants to reemphasize above all environment-friendly, sustainable tourism. “We want also to look at CSR values from companies or organisations featuring tourism products as many markets are turning sensitive to good practices in the travel industry,” she added.
It comes then at no surprise that ecotourism ranks high among the identified niche market. This market has been now for many years identified and supported, especially through Thailand’s Green Leaf Certification Programme and the 7 Green Concepts. “We now have over 180 hotels being Green Leaf certified,” told Mrs Rerngronasa. Among the ecotourism activities to be highlighted are Cycling tourism –especially in Isaan (Northeastern) and Northern Thailand; community-based tourism with the discovery of villages and their authentic culture; bird watching, river cruising, canoeing as well as rock climbing are part of those eco-friendly nature-based activities.
Weddings and Honeymoons are another market segment with a bright future as Thailand is now named as one of the top destinations for honeymooners. The demand is specially strong from Asian markets such as Japan, Korea, India and China. But is also becomes popular for honeymooners originated from the Middle-East, Russia, France and the USA. The Indian wedding market has been especially strong in the South with Phuket on top of the choice. “Our main asset is to offer a top class experience for Indian couples tightening the knot at extremely competitive prices compared to their home country,” said Juttaporn Rerngronasa. Indian weddings are high-money generating as the ceremony can bring up to 400 people and more!
Golf will also continued to be emphasized as a top niche market. This is not a new activity for TAT as some 500,000 holiday-makers are coming every year to play. But it is a very high spending market, leaving on average three times more money than any other market (the equivalent of US$ 3,200). They are some 260 Golf courses all across the country with a special emphasize for tourists for greens in Hua Hin and Pattaya near Bangkok, Chiang Mai and surroundings, Phuket, Samui but also around Nakhon Ratchasima and Kanchanaburi.
Last but not least, Health and Wellness are another field where Thailand is leading. “We are not only emphasizing today traditional spa and massages or medical tourism. We are increasingly turning also into meditation experiences and retreat as it is a base of our Buddhist spiritual approach,” highlighted the Deputy Governor. Medical, health and wellness tourism is also a high-spender, coming at over US$ 4,000 per person and per trip.
Asked about other niche markets, Mrs Rerngronasa is more elusive. “We believe that our “Customize your experience” covers most markets. As every traveller is able to define and identify his own products, we do not think there is a need to target specific categories of travellers. Anyone is welcome here,” she explained.
Into this “unidentified traveller’s profile” is the LGBT (Lesbian and Gay) market. Many insiders within the Tourism Authority have already spoken out to make the LGBT another potential high-spending niche market. A website even mentioned recently the organisation of a tour by TAT New York for LGBT media but it seems that this seems to have been done on a very low-profile discreet way. Thailand is recognised as one of the most LGBT-friendly destinations in the world. But this fact continues to be officially ignored by the tourism state agency. “As marketing people, we are conscious of that fact and we would like to do more. But we have also many conservative people above us who does not want to acknowledge that LGB travellers are an interesting niche like other markets,” said a TAT insider, who wants to remain anonymous.
Of course, TAT making a –discreet- but well-targeted fun campaign towards the LGBT market might be considered as a bold move. At least it would definitely show that Thailand is once more anticipating trends in Southeast Asia.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
