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| Suraphon Svetasreni |
The Tourism Authority of Thailand (TAT) has divided its
action plan into five implementation categories under the acronym, “DISCO
Plan.” These include: Digital marketing, Image-building, Sustainable
Development, Crystallization/Crisis Management, and Organization Management. According to TAT Governor Suraphon Svetasreni, these five
categories clearly identify how the TAT will work with all its partners and
stakeholders, both within Thailand
and abroad, as well as upgrade the quality of its internal personnel skills to
deliver on the tourism targets.
Said the Governor, “The strategic direction for TAT action
in 2013 has been formulated entirely with the cooperation of all parties
involved in the tourism industry, and its implementation will also need the
same level of cooperation.
“We began with brainstorming sessions in the “Marketing
Think Tank 2013" meetings in March 2012 and worked extensively with the
private sector through focus groups. All our TAT offices abroad also consulted
our foreign partners. It can be said that this year, everybody is involved in
determining the marketing direction of Thailand's tourism industry.”
Mr. Suraphon said that these days, the best-laid plans can
be quickly disrupted by unexpected developments, which means that the industry
has to be ready to change all the time.
“The context of the changing world around us is a constant
challenge. That never stops, it keeps changing all the times. It is something
we have to recognize it and be prepared to face. We have to work together to
create new opportunities.”
The implementation plans have been categorised as follows:
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| Thailand |
DIGITAL MARKETING: This is the “new media” of the 21st
century, increasingly in use by young people but slowly cutting across all
demographics. Its use is growing as countries upgrade their technological
capabilities to bridge the digital divide. The TAT moved into the digital era
several years ago and gained extensive expertise in the art of using powerful
imagery and messages to convince target customers to visit Thailand. This will
be continued in future.
IMAGE BUILDING – Thailand has always had a good image
amongst the travelling public worldwide. However, maintaining this image
remains an ongoing challenge, especially in view of strong competition from
both emerging and established destinations worldwide. The emergence of quality
lifestyle products such as health & wellness, weddings and honeymoon, golf,
marine tourism, etc, goes a long way towards strengthening this image and will
remain a primary focus of marketing efforts.
SUSTAINABILITY: The impact of global warming and climate
change means that travellers of all kinds are more conscious of their
ecological impact. Hence, the pursuit of economic gains from tourism must be
balanced with efforts to offset ecological and environmental impact. This means
continuing to reward good practises among the private sector and helping
destinations and companies upgrade their sustainability efforts.
CRYSTALLIZATION & CRISIS MANAGEMENT – In a fast-changing
and increasingly unstable world, the ability to spot emerging trends and react
to unforeseen developments lies at the heart of decision-making. Thailand has
gained extensive experience in this area, as witnessed by the response to the
2011 flooding crisis. Special units have been set up within the TAT such as a
Tourism Intelligence Unit and a Crisis Management Centre.
ORGANIZATION MANAGEMENT: This is the heart of the
implementation process. All marketing plans need to be professionally executed
and evaluated. The TAT will continue to upgrade the delivery skills of its
staff in order to ensure better bang for the buck and meeting of the Key
Performance Indicators.
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| Thailand |
According to Mr. Suraphon, “The changing nature of the
tourism industry makes it impossible for any marketing agency to operate in
isolation. We are fortunate to have a very marketable product and supportive
partners, both in the public and private sectors, in Thailand and abroad.
“With their help and advice, I am sure we will be able to
pull off a successful 2012 and 2013.”
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