TAT targets more Japanese women and first-time visitors

business September 20, 2017 17:41

By The Nation

Promoting more Japanese first-time and female visitors to Thailand is a core theme of the Tourism Authority of Thailand (TAT)’s marketing presence at Tourism Expo Japan (TEJ) 2017.



Formerly known as the Japan Association of Travel Agents (JATA) Tourism Expo, the country’s largest trade event will be held in Tokyo from Thursday until September 24.

Exhibitors from 150 countries and regions around the world and more than 1,180 companies will be in attendance. Nearly 50,000 trade visitors and 136,000 consumers are expected to visit.

This year will be an important year to promote Thailand as a preferred destination for Japanese travellers, as the two nations are celebrating 130 years of diplomatic relations.

Japan is one of seven countries expected to generate more than one million arrivals this year. With the Japanese economy showing strong signs of recovery, TAT believes the number of Japanese travelling abroad will soon rise significantly.

Thailand welcomed 1.4 million visitors from Japan in 2016, a 5 per cent increase over 2016.

In January-August 2017, Japanese arrivals to Thailand totalled 890,317, up 6.07 per cent over the same period last year. TAT expects the total number of Japanese arrivals to hit 1.5 million this year, generating tourism income of around 214 billion yen (Bt63.5 billion).

At TEJ 2017, the Thai team will organise several events to clarify the situation in Thailand to Japanese travel trade buyers, brief them on the marketing and promotion strategies in Japan, and introduce new products, services and activities of interest to Japanese visitors.

The 108-square-metre Thai pavilion will bear the themes of  “local experience” and “women travelling to Thailand”. The 10 Thai exhibitors in the Thai pavilion are Asiatique the Riverfront; Blue Elephant Cooking School and Restaurant; Urbana Hospitality; Ramada Plaza Menam Riverside Bangkok; King Power International; The Ashlee Hotel Patong, Phuket; Thai Airways International; Olonade Travel Thailand; Mae Jo Golf Club and Resort; and the Duangtawan Hotel. 

TAT will launch its “Meet the NEW Thailand” campaign by changing the image of Thailand in the Japanese market as a destination for females, young people, work groups and first visitors. The campaign will feature Japanese Idol pop group Nogizaka 46. A workshop on targeting the female market will also be organised.

TAT governor Yuthasak Supasorn said, “TAT is seeking to attract more middle to high-end visitors by targeting first-time visitors, as well as university students and newly working women. Also, we are expanding the activities and range of Thai destinations of interest to repeat visitors.”