To achieve a rapid turnaround and the speedy recovery of affected areas, the Tourism Authority of Thailand (TAT) has embarked on plans to…
To achieve a rapid turnaround and the speedy recovery of affected areas, the Tourism Authority of Thailand (TAT) has embarked on plans to restore the confidence of domestic and international travellers.
This is being achieved through the re-positioning of the six provinces of Thailand’s Andaman coast affected by the recent Tsunami namely – Phuket, Krabi, Phang-nga, Trang, Ranong and Satun, and supported by the launch of a pro-active and sustained advertising and public relations campaign designed to project a positive new image of the region.
The Thai travel and tourism industry is hopeful that the implementation of recovery plans will offer much needed assurance to convince travellers to resume travel and return to the ‘jewels of the Andaman’ in greater numbers than before.
Tourism Authority of Thailand (TAT) governor, Mrs. Juthamas Siriwan, outlined plans for achieving a rapid recovery in the six provinces of the Andaman coast in the immediate term.
The following advertising materials are being developed under the “Visit Andaman. Help Andaman” campaign concept.
- Confidence-building TV and radio commercials that address key visitor concerns such as public safety as it relates to health and hygiene standards and the installation of the tsunami early warning system
- “Andaman Today” collaterals and promotional materials
- New traveller’s guides to Thailand’s Andaman coast, such as ‘Breathtaking Andaman’ offer spectacular images of the post-Tsunami Andaman landscape and also offering assurance that the destinations are open to tourism all year round
- The publication of special travel editorials such as ‘Andaman Update’
- The creation of a photo bank offering images of scenic post-Tsunami Andaman beach and marine landscapes. These are being made available to local and international media and travel and tour operators for publication in promotional features, documentaries, promotional materials and collaterals, at no cost
- The launch of a dedicated English language web site – www.AndamanSunshine.com, with hyperlinks to TAT’s principle web site — www.tourismthailand.org and other travel-related web sites operated by online travel operators such as Asia Travel, Phuket.com, Sawasdee.com, HotelThailand.com.
A varied mix of marketing promotions and public relations activities designed to inspire visitor confidence is being launched under the ‘Smiles for a Bright Tomorrow. Clear Andaman Skies’ campaign theme and features such events as the staging of musical concerts in Ranong, Phuket and Krabi, the organization of exhibitions and charity events featuring paintings of destinations in Krabi by local artists and the implementation of environmental rehabilitation projects in affected areas.
To maintain a steady flow of visitors to the provinces, TAT is also working in collaboration with tourism associations, airlines and private sector operators to develop special promotional packages and activities such as festivals, special events, sports competition and contests. For example, TAT will be leading a merit-making caravan trip to Khao Lak in Phang-nga province on February 13 and a golf competition in Phuket on February 28 in which a total of 300 Japanese tourists will be participating.
To raise the visibility and awareness of tourism products and services offered by the six Andaman provinces, a special travel pavilion and showcase of the Andaman region will be presented at the Consumer Fair being held at the Queen Sirikit National Convention Centre, during February 25 – 27, 2005.
Thailand’s Andaman destinations are also being granted increased visibility at international travel trade shows such as the Asean Tourism Forum (ATF) in January 2005, the Internationale Tourismus-Borse (ITB), the world’s biggest travel trade show in Berlin in February and MITT – the Moscow International Travel & Tourism Exhibition in March 2005. Current information on the six Andaman destinations and updates on various aspects such as the region’s readiness to welcome tourists and service levels, physical infrastructure and public safety are offered during media briefings and press conferences.
Through the above activities, it is hoped that travel to the Andaman region will soon resume.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
