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Croatia will be the up and coming destination within


... Croatia will be the up and coming destination within Europe The Rise of Myanmar Market Briefing for TATAP 2013 * Obama administration easing some ... – PowerPoint PPT presentation

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Title: Croatia will be the up and coming destination within

NEW YORKMarket Briefing
US Arrivals to Thailand
Market share by Asian Destinations
Spend by Competing Destinations
Market Trends 2012 - 2013
  • US adults in the younger generations were more
    positive than their older generation counterparts
    coming out of the recession.
  • Gen Ys and Gen Xers as well as boomers are
    charging less and using cash more for the payment
    of expenses.
  • Vietnam will top in Asia and Panama and Ecuador
    tie for the top spot in Central and South
  • Travel agents nationwide indicate that Croatia
    will be the up and coming destination within

The Rise of Myanmar
  • Obama administration easing some sanctions
  • US beginning the process of targeted easing of
    the ban on export of US financial services and
    investment as part of a broader effort to
    accelerate economic modernization and political
  • Growing intrigue of Nobel peace laureate Aung San
    Suu Kyi as the leader of reform in Myanmar
  • Welcomed almost 300,000 foreign visitors in 2010
  • Arrivals totaled 221,190 for the first 8 months
    of 2011 a 20.39 increase over the same period
    in 2009.

Consumer Trends 2012 - 2013
  • Travel abroad for health reasons only accounted
    for 1 of travel in 2010
  • Family cruising and travel are expected to
    resurge in 2012
  • In 2010, US travelers made travel decisions in 90
  • Airline reservations were made an average of 60
    days prior to travel
  • The internet (40) and travel agents (31) were
    the main booking sources for US travelers
    overseas in 2010
  • Tour Operators accounted for only 4

Market Behavior 2012 - 2013
  • Internet
  • Use substantially different from other forms of
  • Over a third of US adults are spending more time
    online than Gen Ys, and Gen Xers.
  • Mobile
  • Will be considered the Go To travel resource in
  • 44 plan on using their mobile phone or
    smartphone more as a destination resource
  • 47 expect to use them for their travel needs at
    the destination
  • Social Media
  • 20 of US adults report using social media more
    than before
  • Television
  • One in five US adults currently watch more
    television that they have in the past
  • Magazines
  • Only 9 of US adults spend time reading magazines
  • Newspapers

Market Analysis
  • External Factors
  • Internal Factors
  • Looming threat of political instability and the
  • negative press associated with it.
  • Lack of direct access from the East Coast of
  • the US. This places Thailand at a serious
  • disadvantage in relation to its
  • Weakened brand image. Due in part to the
    negative national press that resulted from the
    floods of 2011 and to a lesser extent the
    political unrest of 2010
  • Not perceived as a green destination.
  • Within the mature phase of the tourism product
    life cycle
  • Overcrowding at tourist attractions and beaches
  • Perceived sex haven status
  • Oil prices climbed
  • past 105/barrel for US crude
  • Gasoline prices exceed 4 per gallon in key
  • travel states
  • Reduced seat capacity by airlines which could
  • lead to high airfares
  •  Higher airport and Govt taxes imposed on
  • airfares
  • The looming threat of surcharges due to
  • increased fuel costs
  • The rising political unrest in the Middle East
    stands to impact negatively on crude oil prices.
  • Competitors become stronger in terms of spend and
    brand awareness

Product Analysis for Thailand
  • Existing Product
  • New Product
  • Value for Money
  •  Friendliness of its People
  • Product Diversity to include
  • Unique culture
  • Natural beauty
  • Tourism product and Services
  • 1st world transportations hubs and
  • Beaches
  •  Gateway to Indochina
  • Growing World Class hotel/superstructure
  • World Class Spas
  • Exotic brand appeal
  •  Well known in the gay community as an
  • accepting destination
  • Ecotourism Product
  • Medical Tourism/Cosmetic
  • Wellness/Body and Soul

Best Selling Destinations
Model Projects
  • Launched in Feb12
  • Thai the Knot Program Launched Jan 12
  • launched Apr 12
  • Focusing on the honeymoon market under the theme
    Thailand - To live, To love, To laugh

Thai the Knot(
Go Thai Be Free(
Collaboration - Achieving Goals in 2013
Consistency in the submission of relevant
packages to keep populated
Support For the hosting of educational trips
for travel professionals and travel
writers Partnership - For the undertaking of
major projects within the marketplace that will
entail coop marketing, sponsorship at local
events, hotel giveaways, etc. Communication To
keep our office abreast of any new developments
that would be worthy of dissemination to the
press, travel agents and consumers.
US Travel Patterns
Seasonality High Season Dec. thru
Apr. Shoulder Season Apr thru. Jun Sept
thru. Nov. Summer June thru August. Travel
Patterns Heaviest travel coincides with the
winter months in North America. Vacation time
often taken to coincide with holidays f for
example Thanksgiving (Nov) and Presidents Day
(Feb). Summer travel less likely due to school
vacation, graduation, weddings, hot weather and
the high cost of airfare Marketing Any
promotions/sales initiatives should be enacted at
least 3- 5 months prior to the date of travel.
Marketing Tips for the Private Sector
  • Populate your Website with information and
    packages specific to the target markets you seek
  • Be a Friend to the TAT overseas office in
    markets you wish to grow business from
  • Use the internet to your advantage by joining
    likeminded groups
  • Use Google search engine to your advantage
  • Populate relevant chat rooms with your
    URLs/Social Networks
  • Offer pricing in US dollars
  • Sell more with pictures and less with words
  • Be an expert submit articles to media outlets
  • Utilize the benefits of memberships in
    international organizations
  • Keep your Website content and package offers
    updated at all times

2012/13 Consumer and Trade Shows
(No Transcript)