Destinations

Thailand targets luxury travellers with new promo

Anne Majumdar

The Tourism Authority of Thailand (TAT) has unveiled a new promotional video to lure travellers in the luxury segment to the destination, with the Australian market a specific focus.

The tourism body aims to grow the luxury market from 20% to 30% of overall tourism by next year, using a strategy of “luxury Thainess” to differentiate it from rivals in the international marketplace.

It referred to IPK International’s World Travel Monitor which showed that last year, there were 46 million luxury trips worldwide, accounting for 4,6% of the total travel market, up from 3.9% in 2009.

Australians are among the biggest spenders, according to the report, along with travellers from the UAE, India, Kuwait, Brazil, Canada and China. Australia was also highlighted as a market with a large number of tourists in the luxury category, alongside the US, Japan and Canada.

However, the Australian market continues to pose an issue for TAT with tourism numbers down following the bombing in Bangkok in August, although spend is up overall on last year.

“There’s not much change in the challenges that we face, but the political situation in Thailand is now becoming much more stable which we believe will boost tourists’ confidence,” a TAT spokesperson told Travel Weekly.

The new clip will be shared via social media and at  TAT trade and consumer events.

Check it out here – what do you think?:

 

 

 

 

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