• TAT’s 2014 Marketing Action Plan, targets four key niche markets

    July 1, 2013
    TAT’s 2014 Marketing Action Plan, targets four key niche markets

    Bangkok : The Tourism Authority of Thailand (TAT) has published a study of four key target niche markets that will be a major focus of its future marketing efforts in 2014 and beyond: health and wellness, golf, honeymoon and weddings, and ecotourism.

    The study was intended to identify the potential and size of each of the four segments as well as to encourage the development of high-quality products and services to cater to the growing number of visitors in each. The conclusions and recommendations will be used as background information for the TAT’s 2014 Marketing Action Plan and also help the planning and marketing efforts of other travel-related public and private sector agencies and organisations.

    Based on 30,000 interviews and questionnaires conducted and analysed between April 2012 — March 2013, the study identified both the source countries/regions of these key niche markets as well as the factors driving the decision-making process.

    The study estimates that the number of foreign visitors who visited Thailand for the purpose of undertaking an activity related to the four market segments totalled 7.98 million person/trips, generating a total income of 130.9 billion Baht. This can be broken down as follows:

    Person/trips: Green tourism generated a total of 5,344,534 person/trips; wedding and honeymoon1,043,684 person/trips, health and wellness 858,340 person/trips, and golf 737,861 person/trips.

    Estimated revenue earnings: Green tourism 54.68 billion Baht, wedding and honeymoon 34.62 billion Baht, health and wellness 31.12 billion Baht, and golf 10.54 billion Baht.

    Summary analysis of the driving forces by source market/regions

    Health and Wellness: The major source markets are the Middle East, ASEAN, and Europe with key driving factors being good hospitality and service, short waiting times and world-class facilities. The most preferable services are medical check-up, medical treatment, dental and surgery.

    Golf: The major source markets are East Asia, ASEAN, and Europe. The key driving factors are the quality of golf courses, beautiful scenery and desire to play in well-known courses.

    Wedding and Honeymoon: The major source markets are East Asia, Europe and ASEAN regions. The key driving factors are beautiful beaches, luxury hotels and good climate.

    Green Tourism: The major source markets are Europe, East Asia and ASEAN. The key driving factors are interesting attractions, high enjoyment levels and safety/security.

    Mr. Pongsathorn Kessasamli, Deputy Governor for Policy and Planning said, “Our focus on niche markets is the way of the future. With 22 million arrivals in 2012 and 24 million projected this year, we have to clearly move beyond trying to generate quantitative, numerical growth. We are now trying to achieve the balanced philosophy of enhancing qualitative growth and also improve the quality of our products and services accordingly.- TAT

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      This Lunar New Year (LNY) is shaping up to be a festive season of exploration and connection as celebrating families and friends worldwide embrace the holiday spirit.

      This year marks the year of the Snake, a symbol of wisdom, intuition, and transformation — themes that reflect the everchanging travel landscape. While some choose to celebrate at home, others have taken the opportunity to create memories in destinations far and near. With travel back in full swing, Trip.com Group has unveiled its latest LNY trends for 2025, showcasing how travellers are prioritising longer stays, meaningful experiences and unconventional destinations this year.

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      The United Nations Tourism (UN Tourism) announced Tuesday that 2024 saw international tourism fully recover from the COVID-19 pandemic, with 1.4 billion international travelers recorded. The organization forecasts further growth of 3-5 percent for 2025.

      Spain, a leading global tourism destination, recently reported a record-breaking 94 million visitors in 2024, underscoring the sector’s resilience and strength.

      Brazil takes center stage as the invited nation at this year’s FITUR. The exhibition also features 10 specialist areas, including cruises, sports tourism, film tourism, and language-learning tourism, reflecting the growing diversity of travel trends.

      The Asia-Pacific region has reached 87 percent of its pre-pandemic tourist numbers, according to the UN Tourism. China has a strong presence at FITUR, with companies such as Enjoy China, Fantastica China, The Chinese Office of Tourism in Spain, and Focus China showcasing their offerings over the coming days. – Xinhua ,Jan. 22 ,2025

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      Spain said last week that a record 94 million foreign tourists flocked to the Iberian nation in 2024, a 10 percent increase from the previous year.

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      “The outlook for the first quarter of 2025 is very good, with visitor numbers on the rise,” the ministry statement added.- enca.com ,22 January 2025

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      The last royalty fee revision was made on January 1, 2015, when the government switched from a group-based system to a uniform fee of $11,000 per climber for the spring season from the normal route.

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      Base camps typically have designated toilet tents with barrels to collect human waste during expeditions. However, in higher camps, only a few agencies provide similar facilities, while others rely on pits. Very few climbers use biodegradable bags to transport waste from the summit.

      The government has also hiked the insurance coverage for high-altitude workers.Insurance coverage for high-altitude guides has gone up to Rs2 million ($14,400) from Rs1.5 million ($10,800), and for base camp workers, it has been raised to Rs1.5 million ($10,800) from Rs800,000 ($5,760).

      According to the Himalayan Database, which records all expeditions and deaths in the Himalayas, more than 200 people died on the Nepal side of Everest between 1953, when Edmund Hillary and Tenzing Norgay Sherpa first scaled the peak, and 2022.

      Nearly 8,900 people have summited the world’s highest peak from Nepal’s side since 1953.- Kathmandu Post , January 22, 2025

      Bangkok named the world’s

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      The ranking, based on surveys of city dwellers worldwide, highlights culture, food, affordability and overall happiness as key factors in making a city truly great.

      Climbing from 24th place last year to an impressive second place, Bangkok is celebrated for its rich cultural heritage, dynamic food scene, and vibrant lifestyle.

      The city’s affordability is a major plus, with 84% of residents agreeing that dining out, grabbing a coffee, or catching a movie is accessible to all. Additionally, 86% of locals rated Bangkok’s food as “good” or “excellent”.

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      The city’s temples such as Wat Arun and the Grand Palace stand as timeless cultural icons, while modern parks like Benjakitti Park provide much-needed green spaces.

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      Time Out has previously recognised Bangkok’s nightlife, listing it among the coolest neighbourhoods in the world. The growing BTS and MRT public transport networks have also made exploring the city more convenient than ever.

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      Thailand’s rising global status is further reflected in Chiang Mai, which secured the 28th spot, adding to the country’s reputation as a must-visit destination.

      With its blend of tradition and modernity, Bangkok is more than just a tourist hotspot – it’s a city where people genuinely love to live. Whether you’re exploring hidden street-food gems, temple-hopping, or dancing the night away, Bangkok remains a city of endless possibilities. -The Nation ,January 20, 2025

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