The shopping complex plans to work closely with "strategic partners" to arrange co-promotions as well as exploit its partners' customer networks to attract more international customers from target countries, mainly in Europe and Asia. Some of the partners include HSBC Bank and Cathay Pacific Airways.

Natsamon said Siam Paragon had been trying to attract international tourists. It is working with approximately 10 travel agencies to bring their customers to shop at Siam Paragon. It has also been working with the Tourism Authority of Thailand and many organisations to include Siam Paragon among their venue lists for holding major events and conferences.

International customers account for 40 per cent of the shopping centre's customers: Singaporeans, Japanese, Koreans, and Hong Kongers are its main international customers, said Natsamon.

She said that although the company was focusing on creating brand awareness among international tourists, local customers were always its priority and were also more reliable when something unexpected occurs. Still, it wants to increase the number of customers from both groups.

The current political environment is an example of something unexpected. The issue hasn't affected shopping complexes in terms of sales and numbers of international tourists, yet, she claimed.

Natsamon said most of the mall's local customers were also concerned about politics. But if prolonged it would definitely affect consumers, which will lead to a reduction in sales. Average spending per buying customer is Bt3,000 per visit.

Siam Paragon's performance in the first two months of this year was "satisfactory". She said the shopping complex's tenants would generate Bt4.5 billion in sales in the first quarter of this year.

Siam Paragon and The Emporium have also joined with HSBC Bank, Cathay Pacific Airways, and SFX Cinema to organise a summer campaign called "South Africa Jo'burg Passion" from March 10 to April 16.

Nitida Asawanipont, The Nation