TAT Chengdu OfficeTel: +86 (0)28 64656299

Fax: +86 (0)28 64656399 http://weibo.com/tatchengdu

http://t.qq.com/tatchengdu

Outline

Market Situation Market Trend SWOT Analysis Product Analysis Trade Show/Rode Show in the Market Main Agents To Be Met

Outline

Market Situation Market Trend SWOT Analysis Product Analysis Trade Show/Rode Show in the Market Main Agents To Be Met

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)

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)

Outline

Market Situation Market Trend SWOT Analysis Product Analysis Trade Show/Rode Show in the Market Main Agents To Be Met

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)

Market Trend

New Trend

The number of the Chinese outbound tourists will keep increasing; second-tier and third-tier cities are new growing points

Group tour products will be in severe competition. Products innovation and upgrade are inevitable

Shopping Tour is still popular among Chinese outbound tourists.

Beach tour is becoming more and more popular.

There will be more demands for High-end luxury tourism products.

Post-80s and 90s become the main force in Chinese outbound market.

The number of FIT and the number of the tourists who use Online Reservation will continue to grow.

Social media will become the new carrier of tourism promotion.

Outline

Market Situation Market Trend SWOT Analysis Product Analysis Trade Show/Rode Show in the Market Main Agents To Be Met

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

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

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

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

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

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.

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

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

94,907 Viewers

56,507 Viewers

23,858 Viewers

23,858 Viewers

350,000 Viewers

Example: Art@Thai

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Participants No. of Arts@Thai No. of Picture Increase of TAT Weibo Fans

Table 2: Weibo Information of Art@Thai Winners (Till June 23, 2012)

Table 1: Increase of Number of Art@Thai Mainly to promote North ThailandOnline & offline combined activities Winners must have lots of fans Live Weibo show is required during the trip Travel journals need to be written after the trip

Name No. of Fans No. of Weibo sent Related to Art@Thai

Number of Forward of Weibo

Number of Comments of Weibo

Yang Liu 2053 48 38 124

Lily 12971 41 173 397

Zhang Rui 1903 48 80 546

Ye Bo 17624 59 291 227

Example: Art@Thai

Example: Art@Thai

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

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

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

Example: Quality Thailand

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.

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

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

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

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

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

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

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

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

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

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

Published Articles about TAT Opening Ceremony

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

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

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

Pengyou Reality Show

Peng You Channel :i.youku.com/pengyouchannel

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

Outline

Market Situation Market Trend SWOT Analysis Product Analysis Trade Show/Rode Show in the Market Main Agents To Be Met

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

Product Analysis

Best Selling Destination (Regular) Bangkok Phuket Pattaya

Best Selling Destination (Seasonal) Samui

Reasons : Prices of flight tickets are too high Travel agencies in West China

have not well connected with the local travel agencies or hotels of other destinations

Not enough promotion The scenery of some places in

Thailand is too similar to local environment (Chiang Mai)

Outline

Market Situation Market Trend Market Analysis Product Analysis Trade Show/Rode Show in the Market Main Agents To Be Met

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

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

Outline

Market Situation Market Trend Market Analysis Product Analysis Trade Show/Rode Show in the Market Main Agents To Be Met

Main Agents To Be Met

Thank You!