1. TAT Chengdu Office
Tel: +86 (0)28 64656299
Fax: +86 (0)28 64656399
http://weibo.com/tatchengdu
http://t.qq.com/tatchengdu

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

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

4. 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)

5. 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)

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

7. 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)

8. Market Trend
New Trend
 The number of the Chinese outbound  There will be more demands for High-
tourists will keep increasing; second-tier end luxury tourism products.
and third-tier cities are new growing
points
 Post-80s and 90s become the main force
 Group tour products will be in severe in Chinese outbound market.
competition. Products innovation and
upgrade are inevitable
 The number of FIT and the number of
 Shopping Tour is still popular among the tourists who use Online Reservation
Chinese outbound tourists. will continue to grow.
 Beach tour is becoming more and more  Social media will become the new
popular. carrier of tourism promotion.

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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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.

16. 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

17. 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

19. 94,907 Viewers

20. 56,507 Viewers

21. 23,858 Viewers

22. 23,858 Viewers
View ers
350,000

23. Example: Art@Thai
Table 1: Increase of Number of Art@Thai
2000  Mainly to promote North
Thailand
1750
1500
1250
Online & offline combined
Number
1000
750
500 activities
250
0  Winners must have lots of fans
24 May 2012
26 May 2012
28 May 2012
30 May 2012
1 June 2012
3 June 2012
5 June 2012
7 June 2012
9 June 2012
11 June 2012
13 June 2012
15 June 2012
17 June 2012
19 June 2012
21 June 2012
23 June 2012
Live Weibo show is required
during the trip
Time
Participants No. of Arts@Thai No. of Picture Increase of TAT Weibo Fans Travel journals need to be
written after the trip
Table 2: Weibo Information of Art@Thai Winners (Till June 23, 2012)
Name No. of Fans No. of Weibo sent Related to Number of Forward of Number of Comments of
Art@Thai Weibo Weibo
Yang Liu 2053 48 38 124
Lily 12971 41 173 397
Zhang Rui 1903 48 80 546
Ye Bo 17624 59 291 227

24. Example: Art@Thai

25. Example: Art@Thai

26. 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

27. 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

28. 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

29. Example: Quality Thailand
 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
 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.

30. 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

31. 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

32. 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

33. 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

34. 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

35. 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

36. 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

37. 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

38. 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

39. Published Articles about
TAT Opening Ceremony

40. 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

41. 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

42. 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

43. Pengyou Reality Show
Peng You Channel :
i.youku.com/pengyouchannel

44. 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

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

46. 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

47. Product Analysis
Best Selling Destination Reasons :
(Regular)  Prices of flight tickets are too high
 Bangkok  Travel agencies in West China
have not well connected with the
 Phuket
local travel agencies or hotels of
 Pattaya other destinations
 Not enough promotion
Best Selling Destination  The scenery of some places in
(Seasonal) Thailand is too similar to local
environment (Chiang Mai)
 Samui

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

49. 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

50. 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

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

52. Main Agents To Be Met

53. Thank You!