This crisis has imparted a significant lesson to the Thai tourism sector, which accounts for 18% of the country's GDP. It has exacerbated existing negative factors, including economic recession, global debt, the trade war between China and the United States, natural disasters, and increasing pollution issues worldwide. The pandemic, occurring once every hundred years, has stifled all economic activities, leaving operators uncertain about how to keep their businesses afloat in a situation where 'uncertainty is the only certainty.'

Suphajee Sutheewasak, CEO of Dusit Thani Group, illustrated that this crisis is characterized by uncertainty, necessitating effective cash flow and risk management in a context where revenue-generating capabilities have completely vanished due to an imbalance between tourist demand and hotel supply. The Tourism Authority of Thailand (TAT) had previously predicted that Thailand would welcome 40 million foreign tourists throughout 2020, but has recently revised this estimate to a maximum of 8 million this year.

Dusit Thani Group believes that the government must find a 'balance point' between preventing a resurgence of COVID-19 and considering the economic context to drive Thailand's economy forward.

This requires a strategic adjustment by highlighting unique selling points alongside hygiene standards to instill confidence in tourists. For the 'Chinese tourist market', Thailand must expedite the 'rebranding' of its tourism sector by seizing the opportunity of having no domestic infections for over 60 days to attract Chinese travelers as soon as travel restrictions are eased. Currently, the top destination for Chinese travelers post-COVID is Japan, with Thailand closely following in second place.

 

“We must seize this opportunity to rebrand Thailand to capture Chinese tourists and others after Thailand has had no domestic infections for two months, while our main competitor, Japan, is still reporting new cases. However, we believe that establishing a travel bubble by September will be challenging, and Chinese tourists are likely to return to Thailand during the Chinese New Year in early 2021, missing the Golden Week holiday in October,”

Alisa Panthasak, Managing Director of Tiffany's Show Pattaya, shared that for the past 46 years, Tiffany's Show has been a must-see destination for international tourists visiting Thailand. Previously, the main tourists were from tour groups, but as behaviors changed, more travelers began to explore independently (FIT). The company has also built its brand by organizing the Miss Tiffany's pageant, resulting in an increase in FIT customers to 70%, with Chinese tourists making up 50-70% of that group.

“Despite facing numerous crises, this is the first time we have had to temporarily close our services, under the challenge of not being able to reduce staff, as most employees have been with us for over eight years, and it is difficult for performers to change careers,”

The company continues to pay salaries while allowing employees to pursue side jobs. They are also adapting by producing content for social media in both Thailand and China to keep customers updated on the brand's activities. They are considering 'live streaming' shows as a way to engage viewers this year, ensuring that Tiffany's Show remains in the minds of tourists, and preparing to support online sales when Thailand reopens to tourists. In the future, they may offer 'behind-the-scenes tours' to provide unique experiences that delve into the making of the show.

Tharathorn Baeleveld, CEO of Thai AirAsia, stated that Thai AirAsia entered the Chinese market 12-13 years ago and has been operating for over 17 years, currently transporting 3-4 million Chinese passengers annually, which accounts for one-third of the total Chinese market visiting Thailand.

Regarding marketing plans for China, it is essential to collaborate with both public and private sectors, including agents and owners of various Chinese travel platforms, to consistently present 'content' about Thailand to Chinese audiences.

In addition to shopping, Chinese tourists also enjoy the sea and seafood, and Thailand's beaches are currently beautiful, with nature recovering. Therefore, the team has been tasked with presenting content related to the sea and nature, communicating to Chinese tourists that Thailand is more appealing than before the COVID outbreak.

“I believe that whenever Thailand opens its skies, Chinese tourists will definitely be ready to visit. They are currently at the starting line, just waiting for the signal to go,” Tharathorn concluded.

SOURCE: www.bangkokbiznews.com