Thailand targets high value Chinese travellers
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Thailand has unveiled plans to shift its tourism marketing focus to “high-spending, long-stay” Chinese visitors.
Late last week, the Tourism Authority of Thailand (TAT) revealed the results of a study it had conducted into the travelling habits of “high-value” Chinese nationals.
This study showed that the majority of wealthy Chinese travellers are “over 18 years with a good educational background, well-being, stable job [and] high-income”. Such travellers, according to the TAT, spend three times more than “normal tourists” per trip.
It then divided these travellers into three groups: the ‘Reformer Group’ (estimated to total approximately two million people) who “like to explore new experiences… [and] show respect to the host country”; the ‘M Group’ (3.8m people) who “constantly want to improve their own image”; and the ‘High Value Mainstream Succeeder Group’ (4.3m people), who “work hard to get ahead in life”.
With the Chinese mass-market now “flowing steadily” into Thailand, the TAT says it believes it can take advantage of these three newly-identified groups with a series of tactical campaigns.
These campaigns will be undertaken by the five TAT offices in China (Beijing, Shanghai, Guangzhou, Chengdu and Kunming) and will emphasise a series of Thai tourist activities, including shopping, spa treatments and golf. They will also encourage Chinese travellers to visit new destinations, such as Northeast Thailand.
Mainland China is now the top source of visitor arrivals to Thailand. The country contributed 4.62m visitors to Thailand last year, and the TAT is aiming to increase this to 5.6m in 2015. These visitors are expected to generate an estimated THB230 billion (US$6.9bn) for the Thai economy.
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