Report from Bangkok – PATA Travel Mart 2004: With country giants like India and China expected to produce more than their fair share of mass market tourism in the years ahead…
Report from Bangkok – PATA Travel Mart 2004: With country giants like India and China expected to produce more than their fair share of mass market tourism in the years ahead, Thailand is refocussing its marketing strategies to attract the huge number of niche-market visitors seeking holidays and experiences more in tune with their personal preferences and lifestyles.
Four of the key niche-markets showing extensive potential are shopping, golf, wellness, fashion and film-making.
World Class Shopping
Thailand is known as a shopper’s paradise. There is no mistaking the abundance of alluring bargains on a diverse range of products. In fact, of the total tourist spending in 2003, 28% was spent on shopping, the highest in the list, even higher than accommodation.
The success of OTOP (One Tambon One Product) campaign has increased shopping opportunities for visitors to Thailand. OTOP is a scheme that allows a tambon or subdistrict to become an expert on manufacturing one major product that uses local wisdom and Thai traditional craftsmanship.
These masterworks, very popular with tourists include clothing, souvenirs, household products, accessories, leather products and other decorative items, to suit every society and lifestyle.
Every year in December, the IMPACT Convention Centre hosts the OTOP City Fair. The timing is perfect as it is a great time to shop for exotic Christmas and New Year presents. In 2003, the fair showcased around one million items in roughly 7,000 three- to five-star product categories. The OTOP City 2004 will be held between 18 – 26 December 2004.
These products are also being exported and continue to attract increasing numbers of foreign buyers. Last year big names like Japan’s Jupiter Shop TV shopping channel, UK’s Selfridges Department Store and the Netherlands’ TFT Decoration Department Store signed deals with the Ministry of Commerce.
In the months of June-July every year, the entire country goes on sale to mark the Amazing Thailand Grand Sale, Grand Service. Visitors can enjoy price reductions of upto 70% on all sorts of items offered by department stores and shopping complexes.
World Class Fashion
A Bangkok Fashion City project has been initiated as part of a strategic plan to promote Bangkok as a fashion capital alongside New York, Paris, Milan and Tokyo, and establish the Thai capital as a leading regional fashion and design hub by 2005.
Bangkok Fashion City officially kicked-off on February 12, 2004, with an exclusive inaugural event – Silk Road on the River of Kings featuring a fashion show on the banks of the Chao Phraya River that received guests which included leaders of nations and several of the world`s leading names in international fashion.
In the same month (February 2004), 800 models, stars and celebrities participated in the Bangkok Fashion City Extravaganza, a fashion parade that showcased clothes and accessories from a number of brand name designers. The colorful and very extraordinary procession began at Discovery Centre all the way to Emporium Shopping Complex.
In total, the Bangkok Fashion City project received a budget of 1.82 billion baht for its implementation. Over time, more activities will be undertaken to develop the infrastructure to make Bangkok a full-fledged fashion capital.
Emphasis will be placed on developing proficient human resources to deal not just in fashion but also the extended businesses of garments, footwear, leather, gems and jewellery industries.
To build and encourage local talent, fashion contests will be organised to open up opportunities for new talent to promote their designs in the global arena. (Office of Bangkok Fashion City Tel: 66 2298 0314-9 Fax: 66 2298 0313)
World Class Golf
Golfing is gaining global popularity and Thailand is clearly making its mark as one of Asia’s premier golf destinations. The combination of low cost and high quality courses attracts about 350,000 golfers a year, a number that is projected to rise to one million by 2007.
Annual events like the Thailand Golf Travel Mart have been created as part of the campaign to establish Thailand as a golfer’s paradise. Each year they bring together at least 150 global travel agents that focus on golfing holidays and highlight Thailand’s over 200 high-standard golf courses that are spread in different parts of the country like Kanchanaburi, Nakhon Ratchasima, Pattaya, Phuket, Rayong and Saraburi– many designed by big names in the game. If golf is your game, then Thailand is Asia’s home for golf and golf lovers.
The Tourism Authority of Thailand has also worked closely with Thai Airways International and the Thailand Golf Course Association to create golf packages that feature many exciting activities to attract golfers travelling with families.
World Class Spa and Wellness
A report conducted by Intelligent Spas places Thailand as the top spa destination in Asia. Visitors to the kingdom can find ever-increasing number of places to rejuvenate their bodies and revitalise their spirits. With alternative treatment gaining even more popularity, Thailand now has roughly 300 high quality spas — day spas, hotel and resort spas, medical spas and destination spas — to cater to the global demand for health consciousness.
The Health Service Support Department estimates that about 3.3 million people, mostly, foreigners, seek spa and massage services every year generating an annual income of around 3.6 billion baht. In the next four years, with good management the industry is expected to generate around 20 billion baht.
TAT is assisting the Ministry of Public Health and the Ministry of Commerce to implement a national strategy to develop Thailand`s strong potential in the field of health and wellness. Destinations targeted for the `blitz` plan are Bangkok, Chiang Mai, Phuket and Samui.
The wellness industry in Northern Thailand, in particular Chiang Mai is to receive a major lift as the government has approved a budget of 564 million baht to refurbish and upgrade health treatment facilities in the region. The region is perfect for this new scheme as it is an important cultural center and has a strong tradition of healing using local herbs and wisdom.
Hospitals in major cities and tourist destinations have initiated health programmes especially for non-Thai speaking visitors and expatriates. Just getting a simple general check-up in Thailand costs a fraction of what it would in many of the industrialised countries.
To provide visitors with even more choices and a greater value for money, the wellness products are being converted into packages that combine medical, physical and emotional consultations, traditional therapies, east and west spa treatments, plus various courses and classes.
In particular, meditation courses are gaining a lot of popularity especially amongst students from around the world. TAT estimates that more than 10,000 international students have taken up meditation courses in the many temples in Thailand especially in Northeastern region
Film-making
A rich cultural heritage and an abundance of beautiful destinations have attracted filmmakers from countries worldwide to pick Thailand for shooting films, documentaries and advertising spots.
Recent years have shown a rising number of filmmakers from Japan, Europe, India, Hong Kong, the United Kingdom, United States and Australia. Last year alone, 20 international films were shot on location in Thailand and generated an approximate revenue of 900 million baht.
To give further exposure to Thailand’s film-making capabilities, TAT has organized the Bangkok International Film Festivals that are becoming a major marketing, media and entertainment platform in Southeast Asia.
Over hundred films, special events, seminars and panels are a part of the annual event. There is also a competition in different categories whose winners are presented the Golden Kinnaree Awards, the festival’s award for excellence in international filmmaking.
The next Bangkok International Film Festival will be held between 13 – 24 January 2005.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
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