The last quarter of 2014 saw foreign arrivals into Thailand rebound somewhat to bring the year-end total to almost 24.8 million, still a decline of 6.7% year-on-year, but very much better than what was anticipated halfway through the year. Furthermore, that result was still close to 11% higher than the inbound volume received in 2012.
BANGKOK – With estimates of foreign demand for Thailand as a destination approaching a possible 50 million before the end of this current decade, serious attention needs to given to managing that demand over simply stimulating more.
This was the thrust of a presentation and subsequent panel discussion given at the PATA Thailand Chapter’s first official event for 2015, in which the outlook for Thailand’s tourism was analysed and interpreted.
“It must be remembered that these are demand forecasts and may not necessarily equate with actual results because of a multitude of intervening factors during the forecast period” said John Koldowski, from Thammasat University’s College of Innovation and the first presenter during this event.
“Never the less, the implications are very clear – Thailand continues to hold a commanding position as a desirable destination, based on this level of potential demand” he continued.
The last quarter of 2014 saw foreign arrivals into Thailand rebound somewhat to bring the year-end total to almost 24.8 million, still a decline of 6.7% year-on-year, but very much better than what was anticipated halfway through the year. Furthermore, that result was still close to 11% higher than the inbound volume received in 2012.
“Early results for 2015 are heartening as well,” said Mrs Ben Montgomery, the current Chairperson of the PATA Thailand Chapter. “Daily arrivals into Suvarnabhumi and Don Mueang airports are 18% above last year’s figures for the first six weeks of the year, and the trends currently look to be improving” she continued.
Following the formal presentation, a panel comprising Khun Addie P. Hirunkate, Vice President of International Marketing, Tourism Council of Thailand (TCT), Khun Santi Chudintra, Deputy Governor Policy & Planning, Tourism Authority of Thailand (TAT) and Mr. John Koldowski was convened under the stewardship of Dr. Jutamas Wisansing, MD of Perfect Link Consulting.
During this session attendees heard about TAT’s plans to focus more intently on emerging Eastern European markets in the future with the planned opening of an office in Prague, as well as the TCT’s interest in South Africa as a future growth market for the Kingdom.
A key issue raised by attendees was whether or not the current metrics being used to measure and report on tourism flows into and around Thailand are sufficient into the future – especially as regional tourism becomes a more recognisable force under the AEC.
This generated some challenging dialogue and resulted in some of the suggestions being taken further and proposed for deeper consideration and evaluation by members of the Thailand Chapter. Of particular interest was the notion of evaluating the impact of tourism well beyond just an arrivals count and/or profitability.
In that context, it was seen that tourism, as it relates to job creation – especially in under-served and rural areas – as well as to increased business opportunities and the social, environmental and economic impacts must be effectively measured if it is at all to be properly managed for the benefit of the people of Thailand.
Mrs Montgomery eloquently summarised the event by stating that “this is the first of a new series of PATA Thailand Chapter events where we take a hard look at not only where tourism is now but also where we want it to go and what we need to do as a collective in order to strengthen this sector of Thailand’s economy and our own businesses in a sustainable and ethical manner.”
Mr Auggaphol Brickshawana, Advisor to the Minister of Tourism and Sports, honored with his presence the event as well as a big delegation of Tourism Authority of Thailand and more than 40 representatives of leading tourism companies, hotels and academic institutions.
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