Cebu Can Learn from Thailand’s Tourism Feat

During the Tourism Congress, in line with Cebu Business Month (CBM)  celebration of Cebu Chamber of Commerce and Industry (CCCI),  Thailand  Honorary Trade Advisor in the Philippines, Jose Ng shared the success  story of Thailand’s tourism feat after recovering from the Tsunami which threatened the country’s industry. Ng cited insights, platforms and practices that can be adapted by the  Philippine Tourism in line with making Cebu a globally competitive place when in comes to tourism.

Ng reflected Philippine tourism as relatively lagging behind as compared to the tourism growth of neighboring countries like Singapore,  Malaysia, Thailand, and even Bali, Indonesia alone, in the recent decade.

He says that Thailand has demonstrated a remarkable turf of developing their tourism after a tragic disaster.  According to Ng, the Philippines has a vast potential for growth as demonstrated by the Thai experience. “We look into how we can further  sustain ‘More Fun in the Philippines’ through lessons from Thailand,”  Ng said.

Best Practices in  Thailand’s Tourism

Ng said Thailand’s tourism  development has been guided by its policies towards the sustainable  growth and global competitiveness. Ng has pointed out some policies such as the following:

1. Promote the development of infrastructure, standard of facilities,  safety and hygiene as well as destination accessibility for the  disabled and the elderly.

2. Develop, restore, and revive existing natural, historical, and  cultural tourist destinations as well as promote the development of  new destinations in areas with potential for linking nature, culture  and local lifestyles, and encourage investment by the private sector  and local administration.

3. Raise and maintain international standards for tourism services,  personnel and public services to attract and to efficiently service  quality tourist market.

4. Promote the market for quality tourists, both inbound and domestic  through proactive marketing strategies targeting various groups in  Thailand and abroad; and improve efficiency in issuing visas, and  waive visa fees for visitors from Thailand’s FTA partner countries and  target countries.

5. Promote tourism activities that add value to the tourism sector  i.e. promote Thailand as a filming location and support Thailand’s bid  to host international events.

6. Promote inter-agency cooperation to provide quality service to  tourists; revise laws and regulations and improve the effectiveness of  law enforcement to facilitate tourism; ensure safety and prevent the  exploitation of tourists; resolve environmental problems; and, develop  a sustainable tourism industry.

7. Improve marketing and public relations; promote the roles of local administration and the private sector in designing marketing and  public relations policies

Thailand’s National Tourism  Development Plan 2012-2016

Ng pointed out that these policies are realized through Thailand’s National  Tourism Development Plan for 2012-2016. Thailand’s National Tourism  Development Plan envisions Thailand to become a quality tourism destination with tourism competitiveness at the international level to  generate more income and distribute wealth on a sustainable basis.Ng added that it also aims to move Thailand’s tourism up among the top five destinations in  Asia to increase tourism income by at least 5% during the five year  period.

Ng revealed that the plan focuses on five strategies, namely:1. Development of Tourism infrastructure and facilities 2. Rehabilitation and sustainable development of tourism sites 3. Developing products, services and factors supporting tourism 4. Building the confidence and promoting the tourism 5. Promoting the participation of government, communities and LGUs in  managing tourism resources

The Tourism Authority of Thailand

Ng shared that the Tourism Authority of Thailand (TAT) leads in the promotion of tourism of Thailand, similar to the Philippines’  Department of Tourism (DOT). He said that TAT has 35 regional offices throughout Thailand  and has 15 more offices worldwide. Ng added that it initiates a policy and marketing  plan. Ng highlights that changing consumer behavior has made TAT adjust its marketing  strategies to concentrate more on high-yield visitors who are likely  to stay longer and spend more.

Ng said that instead of quantitative growth, Thailand is now aiming for the  balanced philosophy of enhancing qualitative growth while improving the quality of our products and services.

With these, Ng said, Thailand remains the best value destination for tourists in  Asia, providing a wide cross-section of budget and a wide range of  attractions for different tourist segments.

“So, a combination of affordability and diversity is the key to success.” Ng said.

Niche Market Strategies

Niche markets that are believed to be “recession proof” are now being implemented by Thailand. Ng shared some aspect of these implementation, which includes:

1) Golf
Thailand today has an expansive range of golf tour operators and over  200 top-quality golf courses nationwide. Golfers come from all around  the world to play and attend international tournaments.

2) Health and wellness
This type of tourism is growing rapidly. Thailand is now receiving  more than 1.5 million international arrivals for medical treatment per  year.

3) Weddings and Honeymoons
Thailand luxury travel experiences and products have been  well-established for decades. They are extremely popular in wedding  and honeymoon market. In 2012, Thailand was named the Best Wedding  Destination Award by Travel + Leisure magazine.

4) Green Tourism
Travelers are willing to pay more for ‘green’ options, as  sustainability is becoming today’s trend. They look for holidays that  complement the environment and the local communities -from quiet  treks in the jungles to soft adventure like zip lining, rock climbing,  and canoeing.

Further, Ng said that statistical figures show that more than 80 % of tourists prefer sea,  sun, sand and nature-based destinations than cultural ones.

Future initiatives

Digital Marketing

To consistently reach high-end travelers, TAT is reportedly launching the ‘Thailand Super Quality Portal’. The portal presents the very best of Thailand’s luxury products and services. It is also a tool to seek  travel trade partners with premium customers that help make Thailand a  quality destination.

Aviation Update

Thailand initiates upgrade of airports, expansion of  airline fleets, promoting the service quality and repute of airlines,  and maximizing existing air transport resources. Thailand’s former  international airport Don Mueang Airport has now been opened for  low-cost airline flights. Phuket International Airport is being  upgraded to handle 12.5 million annual movements.

Asean Economic Community (AEC)

The trade and services liberalization that will come with the  ASEAN Economic Community or AEC by 2015 will boost people movements  among the ASEAN members. Thailand is in the best holiday-transport hub  to reach exciting and exotic ASEAN destinations surround Thailand.

                                       Insights from the Thailand Tourism Experience

Ng said in closing that in sum, Thailand tourism experience exemplifies the following traits:

1) Diversified and affordable tourism
2) Niche markets
3) Attracting high-value tourists
4) Using ASEAN, FTAs to promote tourism
5) Multi-sectoral collaboration  in  planning , implementing and  evaluating tourism programs
6) Developing  transportation and  infrastructure
7) Political will and commitment of government and non-government partners

These insights from Jose Ng offers an opportunity for the Philippines to adapt the best practices relative to Philippines tourism in line with gearing up Cebu to be  globally competitive.

Wellness Tourism is gaining rapidly in Thailand.(Image Credit: www.google.com)

 Up close with marine life in Nalusuan Island and Marine Sanctuary, Cebu(Image Credit:www.google.com)

Fire dance, and other cultural and performing arts performances  entertain tourists.(Image Credit:www.google.com)

One of the beautiful resorts in Cebu.(Image Credit: www.google.com)

One of the great offers of Thailand to its tourists is their  floating market, where affordable tropical and exotic fruits and  vegetables are available.(Image Credit: www.google.com)