In an effort to boost the number of Thailand-bound charter flights, the Tourism and Sports Ministry has eased its conditions for granting air-traffic rights and plans to subsidise tour operators' low-season holiday packages.
"Aside from the key tourism-marketing body, the Tourism Authority of Thailand [TAT], the ministry is working with many partners, including airlines, travel companies and Thai officials overseas, to lure tourists back to Thailand," Tourism and Sports Minister Chumpol Silpa-archa said last week.
To encourage charter-flight operators in key affected markets to introduce or increase the frequency of Thai-bound flights, the ministry has eased the basis on which it grants traffic rights.
In its first stage, the plan targets charter flights from China, Korea and other selected Asian markets.
The ministry's plans also include helping airlines secure more last-minute bookings to reduce the number of vacant seats on flights bound for Thailand, and working with tour operators outside the country to create discount packages for the low tourist season.
"We will work closely with airlines and tour operators who are able to help us reach our visitor targets," Chumpol said.
The ministry is promoting Thailand in emerging markets such as Uzbekistan and the Caribbean nation of Trinidad and Tobago. The government recently established consular offices in the two countries.
In most key markets in the Asia-Pacific and Europe, the government has already initiated tourism-relief measures, including reduced landing fees and parking charges for airlines, visa-fee waivers and extended periods of stay for travellers from markets that show potential, such as Middle Eastern countries.
"We also plan to cover every tourist in the Kingdom with an insurance policy worth US$10,000 [Bt322,000]," Chumpol said.
Additionally, the ministry is promoting tourist attractions in Bangkok and Samut Prakan province among transit passengers.
Along with local officials, representatives of the private sector and educational institutions in tourist destinations are being encouraged to take one-day familiarisation trips to help in the effort to bring more visitors into their communities.
Looking to undo some of the damage done by the recent deadly political violence in the Kingdom, the government is playing up the country's track record of successfully hosting major international events to promote Thailand as a destination for meetings, incentives, conventions and exhibitions (MICE).
In recent months, Chumpol and TAT officials have travelled the globe in an effort to restore confidence among international tourism and business partners. Chumpol said he plans to return to these partners soon to relay news of the improved political situation in Thailand since the bloody clashes of April and May.
"My next overseas trips, which will be undertaken with key [tourism-sector] players, will focus on rebuilding Bangkok's image, which was damaged during the two-month [red-shirt] demonstration."
Earlier this month, Bangkok topped the "Top 10 Cities" category in Travel & Leisure magazine's World's Best Awards 2010. It was followed by Chiang Mai and Florence, Italy, according to the New York-based magazine, which is owned by American Express Company.
The Thai capital received the highest score on questionnaires surveying readers' views of cities in terms of location and scenery, tradition and culture, food, shopping, hospitality and value-for-money.
Bangkok and Chiang Mai also ranked first and second, respectively, on the Best Asian Cities list, followed by Kyoto, Japan.
More private-sector and media familiarisation trips are planned over next few months with the aim of rebuilding confidence in international markets. More than 500 foreign journalists and tour operators were in Thailand last week to view the latest attractions and assess the overall situation in the Kingdom.
"Though the reputation of Bangkok - especially the Rajprasong area - was hurt by the political violence, it [Rajprasong] could become much more popular than ever in the future," Chumpol said.
The ministry and TAT will join the Bangkok Metropolitan Administration in organising events to promote the city as a tourist destination, including the Smile@Park project, which is slated to be held at six or seven parks in the city over the next six months.
On the domestic-tourism front, monthly campaigns are being prepared to boost business among local travellers. According to the TAT, Thailand saw 7.6 million tourist arrivals in the first six months of 2010, an increase of 8.7 per cent compared to same period last year. Tourism Ministry officials expressed confidence that the country would achieve its targets of 14.9 million tourist arrivals this year and 15.5 million in 2011.
Targets for domestic tourist trips have been set at 90 million this year and 91 million in 2011.
To help achieve the latter goal, the Cabinet has allocated a Bt360-billion domestic-tourism stimulus package.