This document discusses 10 key trends in tourism marketing: 1) Increasing accessibility through alternative gateway hubs and low-cost carriers. 2) Focus on competitiveness through pricing, integrated resorts, and technology. 3) Growth of customer power and need for early warning systems on reviews. 4) Opportunities in niche markets like medical tourism, spas, and experiential activities.

1. Niche Tourism
Lecture 2
New Tourism
Marketing Trends
Provided by
Presented by
Aj Scott Michael Smith
Saturday, 9th
October 2010

2. The PATA region

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5. www.PATA.org

6. Global Travel Community

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9. Tourism
Direct
Tourism Model
F&B
Transport
Hospitality
Entertainment
Gifts & Souvenirs
Retail – Duty Free
6-7% GDP
Indirect
Tourism Model
F&B
Retail
Health
Insurance
Employment
Economic + FX
Manufactured goods
Supply Chain Services
Public Transport (BTS/MRT)
Public Services (Tourist Police)
Private Transport (Vans, Taxi, Car)
14-19% GDP
7 to 9,000,0007 to 9,000,000
GDP=pC+I+G(eX-i)

10. Voluntary transfer of resources from
RICH to NOT-SO-RICH
Benefiting mostly at the community level
R
O
I Tourism

11. Source: PATA
International visitor arrivals trends to March
2010 Southeast Asia
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
30% Jan-08
Mar-08
May-08
Jul-08
Sep-08
Nov-08
Jan-09
Mar-09
May-09
Jul-09
Sep-09
Nov-09
Jan-10
Mar-10
IVAyear-on-year%change

12. Source: relevant NTOs, compiled by PATA
ASEAN tourism trends 1993-2009
Indonesia, Malaysia, Philippines, Singapore, Thailand & Vietnam

13. Source: relevant NTOs, compiled by PATA
ASEAN tourism trends 2004-2012F
Indonesia, Malaysia, Singapore &Thailand

14. Thailand: top source markets
Source: relevant NTOs, compiled by PATA
Scale = Ten Thousand

15. 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

21. Barriers to Travel
3
Does Not affect
My decision
Ranking

22. Barriers to Travel
1
Deters me
From visiting
3
Does Not affect
My decision
Ranking
Terrorism 1.89
2
Consider 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+PATA
Travel Survey 2009

23. EMERGENCY DECREE
?
26

24. 1
2
3

25. Other Concerns

26. 10 x Tourism Marketing Trends

27. 1: ACCESSABILITY

28. 60%

29. Alternate Gateway Hubs Emerging
Phuket
HCMC
Singapore
Hong Kong
KLIA
Bangkok
Manila
Kunming

30. Low Cost Carriers

35. Worlds Biggest & Best
Low Cost Carrier Airport

36. 2: COMPETITIVENESS

37. PRICING
20% - 70%

38. PRODUCT

39. Hong Kong
MACAU

40. Singapore Integrated Resorts

41. 3: TECHNOLOGY

43. # 4

44. INVESTMENT

45. 5: Sales &
Marketing

46. CUSTOMER POWER
“The worst
place we
have every
stayed at…”

47. PAX Early Warning Systems

48. 6: Aging Populations
Thailand Long Stay

49. Cruise
V
A
L
U
E

50. 7: Niche Market Opportunities
Under Water Weddings
GAP Year

51. SPA
Medical
Shopping
Experiential

52. 8: Domestic Tourism
No longer low cost
Local seasonality

53. 9: Rise of Regional States
Arrivals from SEA
Traveling to 2nd
Tier Destinations
Farm Stays
Community Based Tourism
Soft Adventure Tours
Cultural/Heritage Tours
Visiting Family & Friends

54. LOCATION
Regional
Tourism
1.2m
1.2m
96,643
96,643
639,673
639,673
152,663
152,663
102,018
102,018

55. Regional Highways & Rail (?)

56. 10: PARTNERSHIPS

57. PATA Task Force
1975 – Chiang Mai, A program for Expanding the
Airport
1989 – A Tourist Development Study on Khao Yai
National Park
2000 - Positioning the Thai-Eco-Land for Sustainable
Tourism Development: Trang, Krabi, Satun and
Pattalung
2002 - Tailoring Chang Islands for the New Market

58. PATA Task Force 2010-11
Thailand’s Sustainable Tourism
Review Public & Private sector Tourism interests
Coordinate with MOTS, TAT, TCT, etc
Thai and Farang experts
1TOURISM
DESTINATION

59. Together – Join PATA
www.PATA.org