Ambitious targets drive Phuket

Can Phuket cope with 30% more tourists next year? Tourism Authority of Thailand’ Phuket office thinks so mainly by tapping into four emerging markets. TAT Phuket office director, Chanchai Doungjit   told TTR Weekly,  last week that Phuket tourism after a slow start to the year is picking up. “I think that with this rate, Phuket can close the year with 6.5 to 7 million visitors,” he said. Last year, Phuket welcomed 6 million visitors, of which 2 million were Thailand residents and another 4 million were international tourists. Markets that are expanding for Phuket are Russia and China that are increasing by 107% and 105% each on figures of 142,582 and 140,297 tourists for the first half of this year. “Add India and the Middle East and we have four significant emerging markets that were not very important to us two years ago. Especially, Middle East countries as there are now direct flights that make it easier for residents in that region and Europe to connect conveniently to flights to Phuket. Both Qatar Airways and Etihad Airways fly daily flights (Etihad uses an Air Berlin codeshare). By November, Emirates will fly daily services to Phuket. Mr Chanchai said that he is pushing marketing promotions in these markets with familiarisation trips for travel agents and the media, road shows and travel fairs. “India and the Middle East can supply tourists year round, which are good for Phuket especially in the rainy season,” he said. “We can tap niche markets in India such as weddings and honeymoons as spending is very high.” The downside is that wedding markets wants clear the blue skies of the high season and that comes at hefty hotel surcharges. TAT is looking at other niche markets too such as sports and wellness. “Sports tourism is already growing with the Phuket Triathlon, Quicksilver Surf Competition and next May we will host an event under the International Triathlon Union come to Phuket. The wedding market is also experimenting with ceremonies that are more attuned to local traditions such the local Baba wedding or Peranakan wedding ceremony that is being revived by the Peranakan Association. TAT’s moves will be welcomed by Phuket developers that are opening more resorts  and adding attractions, but the prospect of increasing tourism by 30% a year will not be welcomed by local communities and action groups that say tourism is out of control. From ttrweekly