Issue link: https://read.uberflip.com/i/462634
12 | www.travelweekly-asia.com From top left: Thi Lo Su Waterfall; Willem Niemeijer, founder and CEO, Khiri Group; TAT Governor, Thawatchai Arunyik. DESTINATION: THAILAND Thailand is a land of contrasts, the old stands among the new, tradition against modernity and freedom versus martial law. The irony is that martial law allows Thailand to enjoy its liberties, especially the liberty to carry out business as usual. Thais appear indifferent to martial law. The political protests from 2013 to 2014 that culminated in a political coup last May took place at several spots around Bangkok, leaving the rest of the city to its daily routine. Nonetheless the impact on tourism was keenly felt, though now many in the travel trade believe that Thailand is recovering from its dismal showing in 2014. Others are of the opinion that it is rebounding slower than usual. "Thailand is recovering quite slowly. If you have seen what Thailand has been through in the last 10 years it's always recovered very quickly. That has changed this time round because too many things have happened, too many regressions into political instability," said Willem Niemeijer, founder & CEO, Khiri Group. "Thailand has hurt its reputation as a safe and stable tourism destination, we see that in our sales fi gures," he added. According to the latest fi gures of the Ministry of Tourism and Sports, in January – December 2014, Thailand welcomed 24.7 million international visitors, a decline of 6.66% over the same period of 2013. Tourist arrivals from East Asia fell by 8.48% for January to December 2014 compared to 2013. The East Asia market accounts for By Natalie Chen 58% of all arrivals. Arrivals from Europe - 24.8% of arrivals - fell 2.8% with the Americas falling 5.3% and South Asia 7.1%. But there was a positive upturn in visitor arrivals in the last quarter of 2014. The 2014 October- December fi gures bounced back with the growth of 6.95% over the same period in 2013. 2015 DISCOVER THAINESS CAMPAIGN In the light of current events in Thailand, the Tourism Authority of Thailand (TAT) launched an inaugural "2015 Discover Thainess" campaign in January to drive tourists numbers to the robust fi gures enjoyed before in 2013. The high profi le event on January 14 was presided over by Thailand's Prime Minister General Prayut Chan-o-cha and culminated in a street parade. "We continue to ride on the success of our "Amazing Thailand" brand umbrella, but 2015 is a very special year," said Thawatchai Arunyik, governor of TAT. The "2015 Discover Thainess" tourism marketing campaign also incorporates the current Thai government's 12 national core values, among which are the promotion and preservation of Thai traditions and culture. The aim is to showcase the hospitable character of the Thai people and the many cultural assets of Thailand that makes it a unique tourist destination." Members of the travel trade in Thailand also recognise that the very characteristic that sets Thailand apart from competing destinations in Asia is the "natural hospitality of the people", a trait that cannot be reproduced elsewhere, they say. Said Niemeijer, "Thailand's trump card is its natural feel for hospitality which is something that can't be copied as it is a part of the culture in Thailand. This makes it a great repeat destination." Under the "2015 Discover Thainess" campaign at least one large event will take place every month at various locations in the country to coincide with popular regional festivals. These festivals include the Muay Thai festival in March, nationwide Songkran Festival in April, the Queen of Silk Festival in August and Loi Krathong Festival in November. THAILAND IS TOURISTY The TAT is also engaging social media in its major global campaign targeted at both fi rst-time and repeat visitors to experience the "Thai Way of Happiness". In 2015, Thailand expects international arrivals to rise by 13.3% to 28 million and revenue from foreign visitors by 16% to 1.35 trillion baht (US$41 billion). "Thailand can project tourism arrivals to hit the 50 – 60 million mark in 30 years and this is where visitor dispersion comes in. With an extra 25 million to the same places you can't cramp more people without damaging the infrastructure," Niemeijer said. "The government needs to put more effort into developing and promoting new tourism hubs. A lot has been done for areas like Phuket, Samui, Chiang Mai, it's following where the investments are. France attracts twice as many tourists as Thailand in Europe but no one has said France is touristy." Niemeijer believes that Thailand can promote its 77 national parks into unique areas for visiting and as travel corridors into neighbouring countries such as Myanmar and Laos. But he points out that overland travel would require the Thai authorities to work with other governments "and the state of the situation in Asia is very different from Europe's easy access between neighbours". The government is working on overland connections, said Thawatchai, "Thailand will also take advantage of the opportunities that will be opened up under the integrated ASEAN Community 2015. "This will allow development to Vietnam and China," Thawatchai added. THAILAND STRIVES TO WIN BACK TOURISTS