tatctu performance
TRANSCRIPT
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!