Apiradee Tantivechakun, project director of JJ Market , said she believes Jing Jai Market will be one of Chiang Mai’s renowned tourist destinations within two years.

It expects to draw 300 visitors a day to the market this year and to turn it into one of the northern city's renowned tourist destinations within two years, said project director Apiradee Tantivechakun.

Central Group opened Jing Jai Market, also known as JJ Market, last December.

It offers a different product range than Chiang Mai Night Bazaar or Chatuchak Weekend Market, and most of it is within an air-conditioned area.

Its 40 rai are divided into three zones - JJ Hobby Market, JJ Good Test Market and JJ Designer Market.

JJ Hobby Market occupies 25 rai and contains 300 booths. It showcases cultural activities, including art and dance, and has an area for special activities.

JJ Good Test Market features restaurants and organic agriculture, including three shops that are run under royal patronage.

JJ Designer Market contains 32 booths with designer furniture, home decor, clothing and accessories.

So far, awareness of the market is low among its target audience. Apiradee expects more foreign than local tourists to visit it.

Only 50 per cent of its booths are occupied, she said.

The occupancy rate is low due to the political uncertainty plaguing the country and the fact that the market has only been open a few months, she said.

The political uncertainty had made many prospective tenants delay plans to rent space, Apiradee said.

However, the market has been able to draw interest from renowned shops and brands, she said.

Although none had confirmed they would rent space, representatives of famous shops and brands had visited the market after Central Group had invited them, she said.

Last year, the market was promoted among local residents, especially bus drivers, as they are considered key to guiding tourists to it, Apiradee said.

The company predicts that the market will log annual sales of Bt36 million and its marketing budget includes a competition for tenants that ended last Friday, Apiradee said.

The competition helped attract prospective tenants and showcased the market's business potential, she said.

Central Group expects the market to have a high profile among Thai and international tourists by year-end.

The company expects the market to draw 300 visitors a day on average and they will spend Bt1,000 to Bt1,500 each, Apiradee said.

The company has high expectations for the market because Chiang Mai will host a global event featuring flora from around the world from November 1 until January next year and most hotels are already fully booked for the event, according to Apiradee.

The market will start breaking even by the end of 2010, Apiradee said.

Nitida Asawanipont

The Nation

Chiang Mai