In an exclusive interview with Travel Trade Insider, Vachirachai Sirisumpan, Director, Tourism Authority of Thailand (TAT), New Delhi office shares extensive strategies of the tourism board to revive tourism and his outlook for the Indian market.
Q. With Covid-19 pandemic hitting the tourism sector globally, how’s TAT working to revive the tourism industry in the coming months?
A. To overcome the crisis and look ahead, Tourism Authority of Thailand (TAT) has set a reviving direction for the tourism industry which are as follows:
· Reboot : By stimulating domestic travel, once the situation within the country is well under control for infection. It is important to build tourist confidence as well as encourage tourist arrivals through marketing campaigns and promotions for Thais to travel within Thailand.
· Rebuild : To work and support the travel and tourism business as well as the local tourism community to prepare and adapt to the “New Normal” and enhance long-term competitiveness such as training to upskill travel and tourism personnel.
· Rebrand : Maintain and continue to promote the “Amazing Thailand” brand among Thai and foreign visitors and build confidence for travelling to Thailand as “Top of Mind Destination”.
· Rebound : By stimulating a revival of the international markets by maintaining existing customers and promote the potential segments in line with “New Normal”.
· Rebalance : Focus on sustainability management framework and responsibility to society and the environment.
Q. The Thai tourism industry has proved incredibly resilient over the years surviving countless negative experiences, do you think travellers will be confident enough to travel to the destination once international flights resume?
A. For the Thai as well as the global tourism industry, we have experienced many crises or challenges, but this is considered the most intense. And as in the past a strong spirit and cooperation within the tourism industry in Thailand together with support from our international partners such as travel agents, airlines and media have been a very important part to bring trust and confidence to the tourists.
The current situation in Thailand, I can say that the country has been able to control the spread of infection effectively this is due to the cooperation of public and private sectors as well as support from Thai people. And with the recently launch of “Amazing Thailand Safety and Health Administration” or SHA project aims to make tourism a part of the overall national preventive measures and ensure that both Thai and foreign tourists have a positive experience, and that they are happy and confident in the sanitation and safety of Thailand’s tourism products and services.
However, my personal opinion, though the tourists do have the confidence to travel to Thailand, they also have to consider on travel and aviation measures currently in place both at destination and the home country as well. Therefore, in the beginning stage of travel, there will be those essential travelers, followed by business travel. Leisure travelers will wait and see how the travel measures will start to relax.
Q. What are your plans to reach out to the Indian market once the restrictions on travel are eased by both Indian and Thailand government?
A. Since the start of Covid-19 situation and during the lockdown in India, both TAT offices in India, New Delhi, and Mumbai, with the support of the Royal Thai Embassy and three Royal Thai Consulates General in India, maintain and promote “Amazing Thailand” as a well-loved destination among Indian visitors and build confidence for travelling to Thailand as the first-choice destination.
TAT has been continuously and consistently updating the situation in Thailand with our partners in the travel trade and directly to the consumer as well as conducting various online activities to get both travel trade partners and consumer to engage with us.
Currently, we are in talks with partners for joint promotions and marketing for preparation once there are clarifications and travel is eased by both countries.
Q. Presently, when the work has completely become online, how are you engaging with travel partners to educate them on various existing and upcoming products and experiences?
A. During lockdown in India, TAT has been organizing as well as joining many webinars with our travel trade partners in India and Thai travel trade and hospitality fraternity for travel agents in India. TAT Office in Bangkok also organized webinars for Thai travel and hospitality businesses on the Indian market as well. Indian market is one of the very important markets for us and we look forward to welcoming back the Indian tourists to “Amazing Thailand” again when the situation permits and it is easier to travel.
Q. Considering the high number of positive cases in India, is there any likelihood that Indian tourists won’t be allowed to visit Thailand initially once international flights to Thailand resume?
A. Since I am based in Delhi, I am aware that the Indian Government and related agencies are making tremendous efforts along with the Indian public to fight Covid-19. Also, our travel trade partners and friends in India are in high spirits and are keeping the momentum of travel and tourism moving at this challenging time. So, I would like to take this opportunity to extend my heartfelt thank you for all support and cooperation to TAT.
To answer this question, in my opinion once the international flights resume between both the countries, Thailand and India, it would depend on both countries’ government regulations and measures to be taken for fit to fly and 14 days of quarantine. In case rules provide for quarantine both at destination and at the home country when coming back, I am afraid these measures would not facilitate leisure travel. It will be for those essential travellers first. I believe both countries are doing their best to protect the citizens and residents within the countries as well as to make sure that all international visitors will be safe as well.
Lastly, I do hope and pray that situation in India will get better soon and our travel and tourism industry both in India and Thailand could get back to normalcy at the earliest.