Bad ads and strategy thwart Thai tourism again

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STREET WISE
Bad ads and strategy thwart Thai tourism again
Achara Deboonme

BANGKOK: -- The past 12 months has been a difficult time for the aviation industry, with a series of air disasters. But has this affected global tourism? The answer is no.

According to the latest UNWTO World Tourism Barometer report, international tourist arrivals reached 1.138 billion in 2014, an increase of 51 million or 4.7 per cent over the previous year.

The outlook is bright. The United Nations World Trade Organisation forecasts international tourism will grow by 3-4 per cent in 2015. By region, growth is expected to be stronger in Asia and the Pacific, with an expected increase of 4-5 per cent.

It's no surprise that Myanmar, having opened its doors to foreigners just four years ago, has projected a 50 per cent increase in tourist arrivals to 4.5 million this year. The country is improving infrastructure like roads and airports while easing visa regulations, in a bid to attract spending of over US$1 billion, which would benefit nearly 1 million workers serving tourism and related industries.

No country in the world turns its back on visitors. With them comes the clear benefit of direct spending on travel, accommodation and food. Indirectly, tourists help advertise the country to the world. Travellers also provide insight, particularly to foreign investors looking to expand business overseas.

In these circumstances, despite criticism of human rights erosion under its junta-installed government, Thailand is also hopeful of drawing more tourists and their money. And given that Thai tourism and related industries employ 2 million workers, it's a sector that can't be ignored.

After seeing 28 million arrivals in 2014, we have set a target of 30 million for this year. In fact, the Tourism Authority initially set that same target for 2013. But for political turmoil we could have achieved it well before now.

The junta has done well in some areas here. It started with areas on public beaches annexed as "private property". The reserved seating and umbrellas have now been swept from famous beaches. Let's hope this remains the case once the junta relinquishes control.

Travellers, both local and foreign, like to shop and stroll around. Well, some footpaths in Bangkok have been cleared for that purpose, though largely to the dismay of vendors and motorcycle-taxi riders.

Tourist police are now reportedly tackling cabbies who refuse to take fares. On Sunday, undercover police took to streets and some 20 drivers were called in for attitude adjustment. The crackdown should help improve things, sending a clear message to all taxi drivers that they can't refuse passengers.

There is a lot more to be done, though.

Consider that France - comparable in size to Myanmar and some 100,000 square kilometres bigger than Thailand - drew over 80 million visitors in 2012. The notoriously grumpy locals are reluctant to speak English, but visitors are willing to brave the language difficulties for a taste of French cuisine and to glimpse treasures like the "Mona Lisa".

That same year, despite the language barrier, 15 million people visited Poland and 30.4 million Germany, compared with 22.35 million visitors to Thailand. These two countries are dwarfed in size by Thailand - Germany is 357,168 sq km, Poland slightly smaller - while Thailand covers an area of 513,120 sq km. Both boast long histories and beautiful scenery, but Thailand is also rich in this regard.

One difference I have observed is in airport facilities. The airports in the German and Polish capitals are large, with international-standard facilities - but so are those in the smaller cities.

Here in Thailand, only Suvarnabhumi and Phuket airports match that standard, while in other cities the airport is small and "provincial" in style. And if you want convenience of travel within those cities, you had better arrange your own transportation.

Albeit late, the TAT is doing the right thing in promoting new destinations. However, if it ignores the bigger picture, no one will benefit. Bad first impressions could kill the appeal of newly promoted destinations from the start. Say Loei is promoted, but the only way to get there is by bus or pre-arranged transportation. If you go there by bus, the only way to get around the province is by private taxi or small bus. Limited transport choices mean limited opportunities for hosts to make money and for travellers to take in the real charms of the destination.

Another thing that marks out European countries is that local and foreign visitors tend to enjoy the same treatment. Few taxi drivers or restaurants will overcharge foreign tourists.

The TAT should realise that it is issues like these that must be addressed.

In its latest campaign the agency is inviting local and foreign tourists to "Discover Thainess". However, the Thai-language ads play on the word "Thai" as if it's the same as "Thainess". Muay thai is fine. But somtam thai? The reality is that Thai papaya salad originated in the Northeast as a salty dish. So-called somtam thai, with its sweet-sour flavour, was invented in Bangkok much later.

The ad also seems confused about who its target is, encouraging travellers to "enjoy Thainess" by standing still when the national anthem is played in public. Thais do this out of duty and respect. Is it really something to enjoy?

Thailand has plenty with which to draw tourists, but badly designed ads and poorly thought-out strategies won't help.

Source: http://www.nationmultimedia.com/opinion/Bad-ads-and-strategy-thwart-Thai-tourism-again-30253765.html


-- The Nation 2015-02-10

[Bkungbank]

With visa control apply here , surely it will lose to neighbour compititors later like Malaysia and Myanmar.

[lovinglife]

Ordering National parks to ensure they charge 4 x the price for tourists as they do for Thais probably isn't the best start?

[noitom]

Rightly so, this Thai writer calls in to question the faulty "strategy" of Thai tourism advertising. Its mixed messages and confusing targeting. Other than this single observation, it is typically content free.

[LuckyLew]

With visa control apply here , surely it will lose to neighbour compititors later like Malaysia and Myanmar.

visa control for real tourists is not that bad = 15 or 30 on entry should do for a real holiday

10X more for foreigners to eenter parks is just silly as they willl fo from few visitors to fewer

The ad press in Thailand as far as treatment of visitors is what will stunt the growth, constant

scams, rip offs and the double pricing. Pretty sure marshall law and constant fear of political

turmoil is not helping

[Fiddlesticks]

Perhaps the fact that tourists are likely to get killed on the roads here in Thailand has something to do with a slow-down in tourism. Taking a bus or van in Thailand is like asking people to play Russian roulette. While this may attract some thrill seekers, I would imagine most visitors would opt for safety. Let's face it, there just is not that much here to attract visitors especially when you weigh the downside which includes scams, corruption everywhere, high potential for death on the highways or on the beaches after dark.

[PatOngo]

I would have thought it was the local mentality that thwarted tourists.....................

[ramrod711]

Bad first impressions could kill the appeal of newly promoted destinations from the start. Say Loei is promoted, but the only way to get there is by bus or pre-arranged transportation. If you go there by bus, the only way to get around the province is by private taxi or small bus.

If bad first impressions can kill appeal, imagine what the bus or van rides do. Rude, surly, unlicensed and dangerous drivers with poorly maintained equipment are certainly not conducive to safe enjoyable tourism.

[harada]

This "Thainess" thing was introduced by Field Marshal Sarit back in the 1950's, it seems like yet another case of let's try this again, not to mention a few other things that the Field Marshal introduced that have been recycled.

[BSJ]

I enjoy articles such as this on a cold and chilly morning in North Central Thailand. My blood pumps faster helping me keep warm!

[Eliot Rosewater]

Ordering National parks to ensure they charge 4 x the price for tourists as they do for Thais probably isn't the best start?

They most certainly do not charge foreign tourists 4x more.

If you had read the latest article, the junta has ordered national parks to charge 10x more.

[Strangebrew]

In the cities and countries mentioned tourist are charged same as locals on all things not like the standard two price system here. Yes they have there scams same as anyplace but the police don't actively target tourist as a way to increase there pay through expected bribes.

[chaiyapoon]

Too many National parks need down grading to local parks as they offer little or no facilities or services or indeed little or no real items of interest.

Some need to be listed as seasonal.Like waterfalls with no water.If you see sign for a park you don't know what you are going to find when you get there.Is it worth a visit?Especially as many can involve long drives into the hills.Is it even open?

The Parks dept need to become a lot more professional.Why does the Army run some parks like Khao yai hardly what the army should be used for.

The reality is the whole thai tourism operation needs to come up a notch or two if they want to attract the numbers they want...........And get them to return.

[chainarong]

One of the major problems compared to Europe is distance , cost, time and no rip offs operating in droves, Thailand's reputation has preceded it and once you have a bad one no matter what you place in the travel section of Sundays papers wont alter the out come , to be honest I think most European arrivals at Swampy are only in Thailand to see and experience one of the most corrupt countries in the world and could be described at the moment in travel blogs "Thailand , the travellers guide to Happiness". Amazing Thailand.

[shirtless]

Farang come empty wallet then Farang can go Thainess at its finest,

[Lobo4819]

Is that all the writer could find to criticize the ad campaigns of late? How about the "ebola-free tourism" or asking celebrities to come and take selfies? The core problem with diminishing numbers of many kinds here is that the prime essence of Thainess is truly coming up and biting the country on the arse.

[ikke]

<No country in the world turns its back on visitors.>

Only Thailand ! Just because of Thainess, and charging tourist 10X the amount of Thai to visit national parks etc...

Second problem was and still is the RTP, and for now the Junta and the martial law.

Why compare tourism on country size ??? And mention despite the language barrier, hahaha, its the English who speak only one language, and believe me, the French and the Germans do speak English.

[Lupatria]

The similarities in the management of THAI Airways and TAT are unmistakable. Is it not exactly "Thainess" and the related Follies as nepotism in the job assignment, resulting incompetence, medieval hierarchies for the purpose of personal benefit, lack of vision and lack of knowledge of international administration standards that prevent a successful business management?

[worgeordie]

It looks like the Goose that lays the golden eggs is sick

and slowly dieing ,all the fault of the people that were

supposed to take care of it,who forced it to keep on

laying ,all because of greed.

regards Worgeordie

[upena]

Too bad most of her facts are incorrect

[casualbiker]

Using France as an indicator is ridiculous. It's the the main transit country in Europe for Goodness sake!

[Nakajima]

"The ad also seems confused about who its target is, encouraging travellers to "enjoy Thainess" by standing still when the national anthem is played in public"

My Thai friends and I never do, people can stare all they want. I am no puppet.

[Tatsujin]

TAT has a strategy? Wow, that's an eye-opener.

[tsigane]

After many years of avoiding Europe, I spent last two summers in continental Europe. What a breath of fresh air!

Comparing Thainland and Germany or France is ridiculous (other than the direction of Thai aspirations).

Yes, it is more expensive to travel in EU than in Thailand. But I enjoyed it a lot more. I didn't have to worry about

being killed in an accident, double pricing, rip-offs, being harassed by the police and the best of all, I enjoyed meeting locals.

French may ignore you if you yell at them in English, but they won't bark back "i told you MISTEEERRRRR!" at the customer

service desk. As a matter of fact, I'm yet to meet a rude French while traveling around France.

Body odor may be a part of the culture in some southern countries and people may not be as open and forthcoming,

but when someone does smile at me, I don't have to worry about what scam is about to follow, even in the most touristy

of places there.

I still enjoy traveling around remote parts of Thailand where there are no tourist attractions. People are genuinely nice,

warm and honest. But tourist do not come to Thailand to go to such places.

[JimG]

I still don't understand how banning umbrellas and chairs from the beaches in Phuket is "good". I am a pale farang who could not spend very long sitting out in the sun without burning to a crisp. So, the chairs and umbrellas were just what I wanted. Now, coupled with the prices charged in Phuket which I perceive as very high, and the lack of shade on the beach makes it absolutely certain I will not disturb them again in that city. Pattaya is bad enough now. They have scrunched up the umbrella sites now so that it is no longer comfortable, but I'll keep coming for a while anyway.

[JoeLing]

Using France as an indicator is ridiculous. It's the the main transit country in Europe for Goodness sake!

France is far from being the main transit country in Europe but Thailand is probably the main transit country in Asia, be it with tourists or human trade.

Although France might not be the main transit country for tourists in Europe, it might rank very high in the ranking of "immigrants" transiting .

So, what is so ridiculous to compare Thailand with France?

Edited February 10, 2015 by JoeLing

[madmitch]

A poor, meandering article with no real focus and factually incorrect, even to the extent of the tourist number target for 2015, which I believe The Nation itself has quoted many times as 28 million.

[iReason]

Bad ads and strategy thwart Thai tourism again

Naa, it's a prevalent strain of Thainess that's doing this.

Blaming ads?

Typical Thainess. Never look in the mirror.

"Bad first impressions could kill the appeal ..."

Now, that's a bit closer to the truth.

But just scratching the surface.

[Godders]

You can't sell what you don't have.

[angsta]

Does the fact that there is a serial killer operating freely on a Thai island help or hinder tourism? Maybe someone at the TAT could get back to us on this??

Clueless.