The Tourism Authori-ty of Thailand is slashing the 2008 tourist-arrival target from 20 million to 16 million as the country reverses its tactics. Mass markets will be avoided as the TAT pursues "quality travellers" to avoid the "cheap-destination trap".

TAT's newly appointed governor Pornsiri Manoharn said the original target was too high and did not match the goal of becoming a leading world destination in terms of quality tourism.

"We have seen clear signs that we can move up, reflected through hotel room rates which have increased despite unfavourable factors," she said in an exclusive interview four days after she was signed up as the new governor.

Lured by price maintenance, local people will be encouraged to help preserve the environment and offer tourists new destinations. One of Phornsiri's goals is to entice tourists, locals and foreigners, to all parts of Thailand, not just prime destinations like Phuket, Pattaya, Samui and Chiang Mai.

Thailand started to market itself to the world about 40 years ago. As a small Asian country, it attracted visitors through mass advertising, resulting in a mixture of tourists. The deteriorating environment has caused concerns about how Thailand will survive in the world's thriving tourism industry with old destinations and low returns.

Pornsiri said it was time to change the national strategy. To pursue quality travellers, the TAT needs unique tactics to bring tourists from the regular target markets, while trying to explore new markets, particularly in the Middle East and Eastern Europe. At present, 65 per cent of tourists are from Asia Pacific.

The TAT will approach golfers and honeymooners in South Korea, female office staff and the elderly in Japan, and families in India. Medical and health services are also to be used to attract Middle Eastern travellers. Supporting the one-stop service approved by the Cabinet recently, film shooting will also be promoted. Pornsiri also sees it as necessary to market other Thai brands, saying Thailand had been recognised as top in terms of beaches but not in culture or attractions.

"Culture, destinations and attractions are all Thai brands. Our marketing tactics should not be limited. Now most travellers in Asia looking for culture go to Luang Phrabang in Laos," she said.

The TAT is now working closely with local administrative bodies at the tambon and provincial levels to offer new attractions and local culture as well as raise awareness among the locals of the need for environment protection as well as hospitality.

"We're proud that 55 per cent of tourists are repeat visitors. We need to impress tourists as word-of-mouth advertising is highly effective. If they are impressed with Thailand, they tell four or five more people in their home country," Pornsiri said, adding that Thailand was now competing with 170 countries in the world.

Driven by the new policy, the TAT decided to reintroduce the

campaign "Amazing Thailand" to restate the intention to excite travellers with a greater variety of culture, destinations and attractions.

This year TAT targets 14.8 million arrivals, 18 per cent up from 2006, who are expected to spend Bt547 billion, a 13-per-cent increase.

To Pornsiri the local market is of equal importance. Domestic travellers are expected to make 82 million trips and generate income of Bt577 billion this year.

Probably bad news for local travellers is that Thailand is moving up another level in the industry, so there will be no more price-cutting. In the past two years following the tsunami, many domestic travellers relied heavily on discounted tour packages offered at a few tourism fairs. From now on, only one fair, the Thai Tourism Festival, will be available, every June. At this year's event, between June 7-10, local culture from four regions will be featured in line with TAT's new approach of marketing more of the Thai character.

Pornsiri promised that though there would be no discounts, buyers would be offered greater value, for example, a full-rate hotel room with free spa service.

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 The Nation