2. Outline
Market Situation
Market Trend
SWOT Analysis
Product Analysis
Trade Show/Rode Show in the Market
Main Agents To Be Met
3. Outline
Market Situation
Market Trend
SWOT Analysis
Product Analysis
Trade Show/Rode Show in the Market
Main Agents To Be Met
4. Market Situation
China 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. Market Situation
Inbound 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. Outline
Market Situation
Market Trend
SWOT Analysis
Product Analysis
Trade Show/Rode Show in the Market
Main Agents To Be Met
7. Market Trend
Outbound 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. Market Trend
New 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. Outline
Market Situation
Market Trend
SWOT Analysis
Product Analysis
Trade Show/Rode Show in the Market
Main Agents To Be Met
10. SWOT Analysis
Strengths
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. SWOT Analysis
Weaknesses
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. SWOT Analysis
Opportunities
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. SWOT Analysis
Threats
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. 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. 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. 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. 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 with
TAT Chengdu Office & media representatives
High-solution pictures have to be taken during the trip
and journals have to be written after the trip
Pictures were selected and exhibited in Kuanzhai Alley
23. Example: Art@Thai
Table 1: Increase of Number of Art@Thai
2000 Mainly to promote North
Thailand
1750
1500
1250
Online & offline combined
Number
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 trip
Table 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
26. 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
27. 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
28. 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
29. 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.
30. 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
31. 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
32. 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
33. 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
34. 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
35. 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
36. 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
37. 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
38. 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
40. 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
41. 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
42. 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
44. Promoting Thailand Image in
16th 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
45. Outline
Market Situation
Market Trend
SWOT Analysis
Product Analysis
Trade Show/Rode Show in the Market
Main Agents To Be Met
46. Product Analysis
Existing 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
47. Product Analysis
Best 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 promotion
Best Selling Destination The scenery of some places in
(Seasonal) Thailand is too similar to local
environment (Chiang Mai)
Samui
48. Outline
Market Situation
Market Trend
Market Analysis
Product Analysis
Trade Show/Rode Show in the Market
Main Agents To Be Met
49. 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
50. 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
51. Outline
Market Situation
Market Trend
Market Analysis
Product Analysis
Trade Show/Rode Show in the Market
Main Agents To Be Met
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.