Date Added:
12/4/2010
Tourism Situation 2009
The global financial crisis and Thailand's political turmoil that have been going on since late 2008 have resulted in a decline in the number of inbound tourists, with a decrease of 16% in the first half of 2009. The greatest decline included visitors from Northeast Asia, with a drop of more than 30%, followed by the Americas and Oceania. The ASEAN and Europe markets were affected only slightly, while South Asia and the Middle East were able not only to maintain their market base but to show actual growth.
Marketing Trend
Since August 2009, tourism in Thailand has been showing clear signs of recovery. The number of tourists declined by only 5% in August and switched to a growth of more than 10% in September and October. This dramatic increase continued until the end of 2009. The number of tourists arriving via Suvarnabhumi International Airport between November and mid-December 2009 increased nearly 40%. Charter flights from Europe and Asia to major tourism destinations including Phuket and Koh Samui grew significantly during November and December. From September, there were clear signs of recovery and normalization in all adversely affected markets.
Tourism Situation 2009
The global financial crisis and Thailand's political turmoil that have been going on since late 2008 have resulted in a decline in the number of inbound tourists, with a decrease of 16% in the first half of 2009. The greatest decline included visitors from Northeast Asia, with a drop of more than 30%, followed by the Americas and Oceania. The ASEAN and Europe markets were affected only slightly, while South Asia and the Middle East were able not only to maintain their market base but to show actual growth.
Marketing Trend
Since August 2009, tourism in Thailand has been showing clear signs of recovery. The number of tourists declined by only 5% in August and switched to a growth of more than 10% in September and October. This dramatic increase continued until the end of 2009. The number of tourists arriving via Suvarnabhumi International Airport between November and mid-December 2009 increased nearly 40%. Charter flights from Europe and Asia to major tourism destinations including Phuket and Koh Samui grew significantly during November and December. From September, there were clear signs of recovery and normalization in all adversely affected markets.
Factors supporting the recovery of the Thai tourism market include: The recovery of the global economy in the third quarter of 2009 was stronger than expected and marked by increased consumer confidence;
The Thai political situation became more stable. Despite rumours of conflicts, no major incidents occurred, further restoring confidence in Thailand;
The less-than-feared severity of the flu outbreak from early 2009 increased tourist confidence;
The government's economic stimulus measures, such as the exemption of visa fees and reduced takeoff and landing fees, benefited operators promoting Thai tourism;
Marketing campaigns implemented by TAT since July 2009 included: Restoring Thailand's image to enhance confidence among travellers;
Advertisements promoting value-for-money visits to Thailand;
Roadshows that provided accurate information about the situation in Thailand to senior officials of many governments and tourism operators;
Stimulus measures that boosted travel including the Partners on Demand project designed to encourage partners to offer Thailand travel programmes and sales promotional advertisements under the Amazing Thailand, Amazing Value concept.
All of the above activities helped stimulate the travel market going forward from August 2009. |
