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Tct 9 aug2010

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TR6212 Class Lecture Material from Ajarn Scott

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Tct 9 aug2010

  1. 1. New Tourism Marketing Trends Greg Duffell Chief Executive Officer Monday, 9 th August 2010
  2. 2. Pacific Asia Travel Association (PATA) <ul><li>US registered N4P membership association </li></ul><ul><li>1952/53 Hawaii to promote the sustainable growth, value & quality of tourism to, from & within “Pacific Area” region </li></ul><ul><li>Global community of Tourism professionals incl. 1,100 corporate members (Govt + Pvte sector); 7,500+ individual members worldwide </li></ul><ul><li>HQ Bangkok, 35 staff; 5 regions; 40 Chapters </li></ul>
  3. 3. The PATA region
  4. 4. Industry Events
  5. 5. Research & Publications
  6. 6. www.PATA.org
  7. 7. Global Travel Community
  8. 8. 24/7 INFORMATION ACCESS
  9. 10. Tourism Direct Tourism Model F&B Transport Hospitality Entertainment Gifts & Souvenirs Retail – Duty Free 6-7% GDP Indirect Tourism Model F&B Retail Health Insurance Employment Economic + FX Manufactured goods Supply Chain Services Public Transport (BTS/MRT) Public Services (Tourist Police) Private Transport (Vans, Taxi, Car) 14-19% GDP 7 to 9,000,000 GDP= pC + I + G(eX-i)
  10. 11. Voluntary transfer of resources from RICH to NOT-SO-RICH Benefiting mostly at the community level R O I Tourism
  11. 12. Source: PATA International visitor arrivals trends to March 2010 Southeast Asia
  12. 13. <ul><li>Source: relevant NTOs, compiled by PATA </li></ul>ASEAN tourism trends 1993-2009 Indonesia, Malaysia, Philippines, Singapore, Thailand & Vietnam
  13. 14. <ul><li>Source: relevant NTOs, compiled by PATA </li></ul>ASEAN tourism trends 2004-2012F Indonesia, Malaysia, Singapore &Thailand
  14. 15. <ul><li>Source: relevant NTOs, compiled by PATA </li></ul>ASEAN tourism trends 2004-2012F Cambodia, Lao PDR, Myanmar, Philippines & Vietnam
  15. 16. Thailand: top source markets Source: relevant NTOs, compiled by PATA Scale = Ten Thousand
  16. 17. Source: relevant NTOs, compiled by PATA Scale = Ten Thousand Source market: arrivals from China (PRC) Cambodia, Malaysia, Singapore, Thailand & Vietnam
  17. 18. Source: relevant NTOs, compiled by PATA Source market: arrivals from India Malaysia, Singapore & Thailand
  18. 19. Index of Foreign Arrivals To SEA and Thailand, year 2005 = 100.0
  19. 20. Thailand: international visitor arrivals trends Source: TAT , Ministry of Tourism & Sports and eTTR Daily Note: May 2010 figures are estimates based on Bangkok International Airport data, May 2010 from eTTR Daily
  20. 21. Thailand: international visitor arrivals trends Source: TAT and Ministry of Tourism & Sports Data: international arrivals (excludes overseas Thais)
  21. 27. Barriers to Travel 1 Deters me From visiting 3 Does Not affect My decision Ranking Terrorism 1.89 2 Consider Changing Destination Infectious diseases 1.91 Racial discrimination 2.10 Natural disaster 2.18 Airport delays & hassles 2.40 1 2 3 4 5 Source: Visa+PATA Travel Survey 2009
  22. 28. EMERGENCY DECREE ? 26
  23. 29. 1 2 3
  24. 30. Other Concerns
  25. 31. 10 x Tourism Marketing Trends
  26. 32. 1: ACCESSABILITY
  27. 33. 60%
  28. 34. Alternate Gateway Hubs Emerging Phuket HCMC Singapore Hong Kong KLIA Bangkok Manila Kunming
  29. 35. Low Cost Carriers
  30. 40. Worlds Biggest & Best Low Cost Carrier Airport
  31. 41. 2: COMPETITIVENESS
  32. 42. PRICING 20% - 70%
  33. 43. PRODUCT
  34. 44. Hong Kong MACAU
  35. 45. Singapore Integrated Resorts
  36. 46. 3: TECHNOLOGY
  37. 48. # 4
  38. 49. INVESTMENT
  39. 50. 5: Sales & Marketing
  40. 51. CUSTOMER POWER “ The worst place we have every stayed at…”
  41. 52. PAX Early Warning Systems
  42. 53. 6: Aging Populations Thailand Long Stay
  43. 54. Cruise V A L U E
  44. 55. 7: Niche Market Opportunities Under Water Weddings GAP Year
  45. 56. SPA Medical Shopping Experiential
  46. 57. 8: Domestic Tourism <ul><li>No longer low cost </li></ul><ul><li>Local seasonality </li></ul>
  47. 58. 9: Rise of Regional States <ul><li>Arrivals from SEA </li></ul><ul><li>Traveling to 2 nd Tier Destinations </li></ul><ul><ul><li>Farm Stays </li></ul></ul><ul><ul><li>Community Based Tourism </li></ul></ul><ul><ul><li>Soft Adventure Tours </li></ul></ul><ul><ul><li>Cultural/Heritage Tours </li></ul></ul><ul><ul><li>Visiting Family & Friends </li></ul></ul>
  48. 59. LOCATION Regional Tourism 96,643 639,673 1.2m 152,663 102,018
  49. 60. <ul><li>Regional Highways & Rail (?) </li></ul>
  50. 61. 10: PARTNERSHIPS
  51. 62. PATA Task Force <ul><li>1975 – Chiang Mai, A program for Expanding the Airport </li></ul><ul><li>1989 – A Tourist Development Study on Khao Yai National Park </li></ul><ul><li>2000 - Positioning the Thai-Eco-Land for Sustainable Tourism Development: Trang, Krabi, Satun and Pattalung </li></ul><ul><li>2002 - Tailoring Chang Islands for the New Market </li></ul>
  52. 63. PATA Task Force 2010-11 Thailand’s Sustainable Tourism <ul><li>Review Public & Private sector Tourism interests </li></ul><ul><li>Coordinate with MOTS, TAT, TCT, etc </li></ul><ul><li>Thai and Farang experts </li></ul>1 TOURISM DESTINATION
  53. 64. Together – Join PATA www.PATA.org

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