Tatctu performance

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  • In 2011, the total outbound tourist arrivals of China in the whole market is 70.25 million, which has increased by 22% compared with the number of 2010. Actually, based on the statistics since 1982, the outbound Chinese tourist market has been growing steadily by 20% every year on an average base. West China, as a rising star, is playing an indispensably important role in the Chinese outbound tourist market. From the data of the 2012 China Outbound Tourism Development Annual Report , the average annul growth rate of Chinese tourists going abroad through large agencies is 42% and that of the West China is up to 47%. For some provinces like Ningxia and Xinjiang, the growth rate has been over 70%, which indicates an enormous potential of outbound tourist market growth of West China in the future. Specifically, in 2011, the total outbound tourist arrivals from China to Thailand has reached to 1,704,800, which has increased by 50.57% compared with the number of 2010. The Chinese tourists to Thailand has taken up 8.86% of the total number of tourists travelling to Thailand around the world.
  • Specifically, in 2011, the total outbound tourist arrivals from China to Thailand has reached to 1,704,800, which has increased by 50.57% compared with the number of 2010. The Chinese tourists to Thailand has taken up 8.86% of the total number of tourists travelling to Thailand around the world.
  • On 13-14 June 2012, the 8th International Forum on Chinese Outbound Tourism has been held in Beijing. Mr. Dai Bin, President of China Tourism Academy, predicted that the number of Chinese outbound tourists will be more than 80 million in 2012. During the year of 2012 and 2013, the number of Chinese outbound tourists will steadily increase by at least 10% annually. By 2015, the number is expected to reach 100 million based on the China Outbound Tourism Annual Report 2012.
  • During the 8th International Forum on Chinese Outbound Tourism, the trend of Chinese outbound market in 2012 and 2013 has also been illustrated. According to the speech of the General Manager of Ivy Alliance Tourism Consulting Company, the major trend of the Chinese outbound market in these two years could be summarized into the following: The number of the Chinese outbound tourists will keep increasing; the second-tier and third-tier cities are the new growing points in this regard. For example, the cities in West China. Tour group products will be in an increasingly severe competition. Products innovation and upgrade are inevitable. The number of FIT and the number of the tourists who use Online Reservation will continue to grow. Shopping Tour is still popular among Chinese outbound tourists. Many post-80s and 90s become the main force in the Chinese outbound market. Beach tour is becoming more and more popular. There will be more demands for High-end luxury tourism products. Social media will become the new carrier of tourism promotion.
  • Tatctu performance

    1. 1. TAT Chengdu Office Tel: +86 (0)28 64656299 Fax: +86 (0)28 64656399 http://weibo.com/tatchengdu http://t.qq.com/tatchengdu
    2. 2. Outline Market Situation Market Trend SWOT Analysis Product Analysis Trade Show/Rode Show in the Market Main Agents To Be Met
    3. 3. Outline Market Situation Market Trend SWOT Analysis Product Analysis Trade Show/Rode Show in the Market Main Agents To Be Met
    4. 4. Market SituationChina Outbound Market In 2011, the total outbound tourist arrivals of China is 70.25 million, increasing by 22%. Chinese outbound tourist market has been growing steadily by 20% annually (data from 1982). West China is playing an important role  Average annual growth rate of Chinese tourists going abroad through large agencies is 42%  In West China, the average annual growth rate is up to 47%.  Provinces like Ningxia and Xinjiang, the growth rate has been over 70%(Source: 2012 China Outbound Tourism Development Annual Report)
    5. 5. Market SituationInbound to Thailand In 2011, total outbound tourist arrivals from China to Thailand is 1,760,564, increasing by 56.88%. Market share (China/Grand Total) 9.22%(Source: Ministry of Tourism and Sports, Thailand)
    6. 6. Outline Market Situation Market Trend SWOT Analysis Product Analysis Trade Show/Rode Show in the Market Main Agents To Be Met
    7. 7. Market TrendOutbound 2012-2013 In 2012, number of Chinese outbound tourists will be over 80 million 2012-2013, the number of Chinese outbound tourists will steadily increase by at least 10% annually (Source: Mr. Dai Bin, President of China Tourism Academy, 8th International Forum on Chinese Outbound Tourism, 13-14 June 2012) By 2015, the number of Chinese outbound tourists is expected to reach 100 million (Source: China Outbound Tourism Annual Report 2012)
    8. 8. Market TrendNew Trend The number of the Chinese outbound  There will be more demands for High- tourists will keep increasing; second-tier end luxury tourism products. and third-tier cities are new growing points  Post-80s and 90s become the main force Group tour products will be in severe in Chinese outbound market. competition. Products innovation and upgrade are inevitable  The number of FIT and the number of Shopping Tour is still popular among the tourists who use Online Reservation Chinese outbound tourists. will continue to grow. Beach tour is becoming more and more  Social media will become the new popular. carrier of tourism promotion.
    9. 9. Outline Market Situation Market Trend SWOT Analysis Product Analysis Trade Show/Rode Show in the Market Main Agents To Be Met
    10. 10. SWOT AnalysisStrengths Abundant tourism resources and hospitality of Thailand people TAT Chengdu Office having good relation with local media Established 4 TAT Offices in Mainland China The same international brand: Amazing Thailand Stable diplomatic relation with China
    11. 11. SWOT AnalysisWeaknesses Not enough promotion on Thailand tourism image Not enough promotion on Quality Thailand products Political disturbance of Thailand Natural disaster (tsunami, earthquake etc.) Tourism only takes a small portion of Thailand overall GDP
    12. 12. SWOT AnalysisOpportunities China’s economy is growing vigorously, especially West China. In West China, people are open-minded on spending their money Internet is developing very fast and lots of people are using social network tools Competitors’ diplomatic relation with China is not stable, like Japan & Taiwan Low Cost Carrier airlines stimulate huge potential markets, so does new development of schedule flight: TG, Business Air
    13. 13. SWOT AnalysisThreats Large scale people are not familiar with East and North Thailand Low tourism products quality in West China Price competition leads to Zero-Tour Limited awareness of Quality Thailand products Local people are lack of awareness of Thailand tourism image
    14. 14. Plans Generated from SWOT Analysis I Lack of promotion of Thailand image + 4 TAT Offices in Mainland China = 4 TAT offices should work together on some projects to spend limited budget more effectively Themes could be various, wedding@Thailand, Golf@Thailand, Quality Thailand and so on
    15. 15. Example: Wedding@Hua Hin Traditional Thai wedding in Hua Hin on 10 Oct 2012 100 Chinese couples will be participating New couples could experience Hua Hin’s romance High-tech involved, like Sina Live Screen Broadcast, to make sure new couples get all best wishes from their families, relatives and friends in China.
    16. 16. Plans Generated from SWOT Analysis II Some Thailand regions not known by local customers + Internet is popular + TAT Chengdu Office has good relation with local media = Design more projects combined online and offline activities to increase the awareness of other destinations of Thailand Example: Thailand Smile & Art@Thai New Destination Promotion Workshop
    17. 17. Example: Thailand Smile Mainly to promote Samui Online & offline combined activities Candidates have to have great skills of Photoshop,writing travel journals, and taking pictures Winners travelled to Samui, Bangkok and Ayutthaya withTAT Chengdu Office & media representatives High-solution pictures have to be taken during the tripand journals have to be written after the trip Pictures were selected and exhibited in Kuanzhai Alley
    18. 18. 94,907 Viewers
    19. 19. 56,507 Viewers
    20. 20. 23,858 Viewers
    21. 21. 23,858 Viewers View ers350,000
    22. 22. Example: Art@ThaiTable 1: Increase of Number of Art@Thai 2000  Mainly to promote North Thailand 1750 1500 1250 Online & offline combinedNumber 1000 750 500 activities 250 0  Winners must have lots of fans 24 May 2012 26 May 2012 28 May 2012 30 May 2012 1 June 2012 3 June 2012 5 June 2012 7 June 2012 9 June 2012 11 June 2012 13 June 2012 15 June 2012 17 June 2012 19 June 2012 21 June 2012 23 June 2012 Live Weibo show is required during the trip Time Participants No. of Arts@Thai No. of Picture Increase of TAT Weibo Fans Travel journals need to be written after the tripTable 2: Weibo Information of Art@Thai Winners (Till June 23, 2012) Name No. of Fans No. of Weibo sent Related to Number of Forward of Number of Comments of Art@Thai Weibo Weibo Yang Liu 2053 48 38 124 Lily 12971 41 173 397 Zhang Rui 1903 48 80 546 Ye Bo 17624 59 291 227
    23. 23. Example: Art@Thai
    24. 24. Example: Art@Thai
    25. 25. Example: Art@Thai Gathering Together Party of Art@Thai was held on 22 July 2012 Aiming to educate more people about north part of Thailand Targeted Group: Active Weibo fans of TAT Chengdu Office The participants of Art@Thai shared the experience and pictures in North Thailand with the audience Small games and lucky draws were also organized during the party
    26. 26. Promote New Destinations in Local Market Event: New Destination Promotion Workshop Time: 20 September 2012 Venue: TAT Chengdu Office Targeted Group: local travel agencies (6 travel agencies attended) Places introduced: Khao Yai, Hua Hin and Suphan Buri Purposes:  Introduce more potential tourism destinations of Thailand to local travel agencies  Discuss promotional methodologies  Maintain good relation with local travel agencies
    27. 27. Plans Generated from SWOT Analysis III Price competition leads to Zero-tour To prevent Zero-tour, Quality Thailand products need to be promoted People in West China are open-minded and wise on spending their money Quality Thailand products promotion through media platforms, e.g. Sina, QQ, Chengdu.cn, Chengdu Metro, Chengdu Broadcasting Station, Huashang Newspaper and so on
    28. 28. Example: Quality Thailand  Low Season: May-June 2012, attracted more than 1390 tourists to Thailand  Peak Season: more tourists are expected  In order to further promote “Quality Thailand” in the low season, Celebrity@Thai project was launched TAT Chengdu Office cooperated with Thai Consulate General, Thai Airways International and Shenzhen Oversea International Travel Agency to promote “Quality Thailand”, May-August 2012. 210, 214 concept to eliminate the Zero-Tour and ensure the satisfaction of tourists On 11 May 2012, the Farewell Ceremony for “2012 Quality Thailand” tourist group was held at Chengdu Shuangliu International Airport.
    29. 29. Celebrity@Thai-Ep1 7-day package under Quality Thailand, 26 June- 2 July 2012 (travelling around Bangkok and Pattaya) Meet & Greet Function: 27 July 2012, Bangkok Celebrity invited: Tina, Aom, Film and Ter Participants: 36 Chinese tourists, 10 Koreans, local Thai fans, followers in China
    30. 30. Promotion of Celebrity@Thai-Ep1 2 Months before the Meet&Greet Function, TAT Chengdu started to promote the project through various channels: Chengdu.cn, Chengdu Metro Newspaper, CDBS-Traffic FM 91.4, CDTV3, TAT Chengdu official Weibo, Baidu BBS etc. Live report on Weibo were also conducted 2 days before and during the function • Q&A on TAT Chengdu Official Weibo was held during the function (26th – 27th June 2012) to interact with fans. (316 fans participated) • An online writing campaign named “Thailand in My Eyes” was held right after the function • Freelance writer Yebo helped us to attract tourists and his fans to travel to Thailand, especially during the low season
    31. 31. Performance of Celebrity@Thai- Ep1• TAT Chengdu Office Sina Weibo increased nearly 800 fans, up to 1936 fans (2nd July Morning)• The project related Weibo has been forwarded by 11911 times• 10975 comments have been made to the project related weibo
    32. 32. Celebrity@Thai-Ep2 Promotion of Celebrity@Thai-Ep2 was in cooperation with Chengdu.cn Hard sale advertisements on Chengdu.cn as well as other media platforms like Chengdu Economic News and Zaobao.com Chengdu Channel An online campaign was launched to further promote the project (http://top.chengdu.cn/acts/2012_starchaser/ index.php) 1 online campaign winner and 7 local media representatives were invited to join Celebrity@Thai- Ep2
    33. 33. Celebrity@Thai-Ep2 6-day package under Quality Thailand, travelling around Bangkok and Pattaya Two groups: 7-12 August and 8-13 August 2012 Meet & Greet Function: 8 August 2012, Bangkok Celebrity invited:  The main character in “The Love of Siam”, Pchy  Band--8 of Wands ft. Pchy  The leading actresses of “yes or no”, Tina and Aom Participants: more than 100 Chinese tourists and fans
    34. 34. Celebrity@Thai-Ep2 7 local media representatives are from Tencent, Sina Chengdu.cn, Lifestyle Weekly, and SCTV4 Besides participating in Meet&Greet, media representatives were also visiting places of interest to experience the local culture and art around Bangkok Media representatives are required to report on Celebrity@Thai before, during and after the trip to maximize the influence of the project
    35. 35. Enhancing Impact of Thailand in Local Market  Accept interviews from different media, like website, newspaper, TV, magazine etc. to introduce Thailand to local potential customers
    36. 36. Enhancing Impact of Thailand in Local Market A TV serial program called “Enjoy the Beautiful World ” was shooting in Thailand in Cooperation with CDTV3, 3 Episodes in total Aims to further introduce the major attractions in whole Thailand from different angles to establish the positive tourism image and create more demands among local customers. Promotion through various channels as Youku, Tudou, CDTV3, Weibo etc. Number of targeted audience: about 14,000,000 Viewership rates of the first, second and third episode are 1.7 (238,000 people), 2.2 (308,000 people) and 1.48 (207,200 people) respectively
    37. 37. Opening Ceremony of TAT Chengdu Office Time: 21 August 2012 Place: TAT Chengdu Office Audience: 50 guests including governmental officials, airlines, and medias etc. from Thailand and Chengdu  VIP Meeting between the high rank officials from Thailand and Sichuan sides  Welcome speech by Deputy Governor of TAT  Ribbon Cutting Ceremony  Traditional Thai dancing
    38. 38. Published Articles about TAT Opening Ceremony
    39. 39. Press Conference Official establishment of TAT Chengdu Office A project named “Peng You Reality Show, Travel with Thai Super Star” was announced to promote Suphan Buri Mr. Narumit Hinshiranan, Consul General of Royal Thai Consulate-General in Chengdu & Mr. Sansern Ngaorungsi, Deputy Governor for International Marketing (Asia and South Pacific), TAT hosting the press conference More than 20 Media representatives presented and reported the event Thai movie stars, Pchy and Aom, participated in the PC and introduced Peng You project
    40. 40. Meet & Greet Function  Mini concert of Pchy and Aom  Over 400 fans attended  Games between Thai movie stars and fans were played  4 winners have been selected through interaction with Thai movie stars to travel to Suphan Buri
    41. 41. Pengyou Reality Show On 10-14 September 2012, 4 fans and 6 medias travelled to Suphan Buri with Thai movie stars Aom and Tina Games were played with movie stars along the trip Participants were sending Weibo every day to share interesting stories with their fans Travel journals were to be written and published through multiple media platforms From 10 to 22 September, 22665 pieces of Weibo have been forwarded and 13137 pieces have been made comments
    42. 42. Pengyou Reality ShowPeng You Channel :i.youku.com/pengyouchannel
    43. 43. Promoting Thailand Image in16th Chongqing Urban Tourism Festival  Meet with Chongqing press & media to exchange information and ideas on future cooperation  Meet with major tour operators in Chongqing market to discuss on promoting Thailand tourism  Meet with tourism authorities of West China during the tourism festival
    44. 44. Outline Market Situation Market Trend SWOT Analysis Product Analysis Trade Show/Rode Show in the Market Main Agents To Be Met
    45. 45. Product AnalysisExisting Products Bangkok-Pattaya (6-7 days) Thailand-Singapore-Malaysia (11-12 days) Phuket (7-8 days)New Products Health Tour to Thailand Tour of Romance Tour of Culture and History Beach Tour with more destination options
    46. 46. Product AnalysisBest Selling Destination Reasons :(Regular)  Prices of flight tickets are too high Bangkok  Travel agencies in West China have not well connected with the Phuket local travel agencies or hotels of Pattaya other destinations  Not enough promotionBest Selling Destination  The scenery of some places in(Seasonal) Thailand is too similar to local environment (Chiang Mai) Samui
    47. 47. Outline Market Situation Market Trend Market Analysis Product Analysis Trade Show/Rode Show in the Market Main Agents To Be Met
    48. 48. Trade Show in the Market Chengdu International Tourism Fair (CITF) 2012 China (Chengdu) Hotel Equipment, Tourism Related Products and Wooden Furniture Fair The Third China International Self-Drive Tour Fair West China Tourism Industry Fair Thai Festival Thai Commodity Festival Kunming-Thailand Festival
    49. 49. 2012 Miracle Samui Road Show --Chengdu Stop Time: 13 June 2012 Place: Jinjiang Hotel Chengdu Organizer:  Royal Thai Consulate General in Chengdu  TAT Chengdu Office  Tourism Association of Samui  Thai Hotel Association Co-organizer: Thai Airways.  Aim: Establish an information exchange platform for stakeholders of tourism industry between Samui and Chengdu  15 private sectors from Thailand including Resort, hotel, website operator, travel agency etc. participated in the event  TAT Chengdu Office invited around 25 Media and 35 local travel agencies  Press conference, matchmaking meetings and lucky draws were organized
    50. 50. Outline Market Situation Market Trend Market Analysis Product Analysis Trade Show/Rode Show in the Market Main Agents To Be Met
    51. 51. Main Agents To Be Met
    52. 52. Thank You!

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