Niche Tourism Lecture 2
New Tourism Marketing Trends
Provided by
Presented by Aj Scott Michael SmithSaturday, 9th October
2010
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TourismDirect Tourism Model
F&BTransportHospitalityEntertainmentGifts & SouvenirsRetail – Duty Free
6-7% GDP
Indirect Tourism Model
F&BRetail Health InsuranceEmploymentEconomic + FXManufactured goods Supply Chain ServicesPublic Transport (BTS/MRT)Public Services (Tourist Police)Private Transport (Vans, Taxi, Car)
14-19% GDP
7 to 9,000,000
7 to 9,000,000
GDP=pC+I+G(eX-i)
Voluntary transfer of resources from RICH to NOT-SO-RICHBenefiting mostly at the community level
ROI Tourism
Source: PATA
International visitor arrivals trends to March 2010 Southeast Asia
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%Ja
n-0
8
Mar
-08
May
-08
Jul-
08
Sep
-08
No
v-08
Jan
-09
Mar
-09
May
-09
Jul-
09
Sep
-09
No
v-09
Jan
-10
Mar
-10
IVA
yea
r-o
n-y
ear
% c
han
ge
Source: relevant NTOs, compiled by PATA
ASEAN tourism trends 1993-2009Indonesia, Malaysia, Philippines, Singapore, Thailand & Vietnam
Source: relevant NTOs, compiled by PATA
ASEAN tourism trends 2004-2012FIndonesia, Malaysia, Singapore &Thailand
Thailand: top source markets
Source: relevant NTOs, compiled by PATA
Scale = Ten Thousand
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
Barriers to Travel
3Does Not affect
My decision
Ranking
Barriers to Travel
1Deters me
From visiting
3Does Not affect
My decision
Ranking
Terrorism 1.89
2Consider 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+PATATravel Survey 2009
EMERGENCY DECREE
?26
1
2
3
Other Concerns
10 x Tourism Marketing Trends
1: ACCESSABILITY
60%
Alternate Gateway Hubs Emerging
PhuketHCMC
Singapore
Hong Kong
KLIA
Bangkok Manila
Kunming
Low Cost Carriers
Worlds Biggest & Best Low Cost Carrier Airport
2: COMPETITIVENESS
PRICING
20% - 70%
PRODUCT
Hong Kong
MACAU
Singapore Integrated Resorts
3: TECHNOLOGY
# 4
INVESTMENT
5: Sales & Marketing
CUSTOMER POWER“The worst place we
have every stayed at…”
PAX Early Warning Systems
6: Aging Populations
Thailand Long Stay
CruiseVALUE
7: Niche Market Opportunities
Under Water Weddings
GAP Year
SPA
Medical
Shopping
Experiential
8: Domestic TourismNo longer low costLocal seasonality
9: Rise of Regional States
Arrivals from SEA Traveling to 2nd Tier Destinations
Farm StaysCommunity Based TourismSoft Adventure ToursCultural/Heritage ToursVisiting Family & Friends
LOCATIONRegional Tourism
1.2m
1.2m
96,643
96,643
639,
673
639,
673
152,
66315
2,66
3
102,018
102,018
Regional Highways & Rail (?)
10: PARTNERSHIPS
PATA Task Force1975 – Chiang Mai, A program for Expanding
the Airport 1989 – A Tourist Development Study on Khao
Yai National Park2000 - Positioning the Thai-Eco-Land for
Sustainable Tourism Development: Trang, Krabi, Satun and Pattalung
2002 - Tailoring Chang Islands for the New Market
PATA Task Force 2010-11Thailand’s Sustainable TourismReview Public & Private sector Tourism
interestsCoordinate with MOTS, TAT, TCT, etcThai and Farang experts
1TOURISMDESTINATION
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