Manila (Philippines) – February 1, 2016 (travelindex) – On the occasion of the conclusion of the ASEAN Travel Forum (ATF) 2016 in Manila, we recently had the opportunity to briefly discuss the balancing of source markets and the expected impact of the MRA-TP on Thailand with Her Excellency Kobkarn Wattanavrangkul, Minister of Tourism and Sports of Thailand.

Please explain the vision for tourism in Thailand in 2020, particularly with regard to the role of ASEAN as a unified destination.

The Thai Tourism Strategy (2015–2017) serves as an instrument for implementing the government's tourism policy and the National Tourism Development Plan (2012–2016). Its vision is: "To create the foundation for the sustainable and balanced development and promotion of Thai tourism into high-quality destinations."

The goal is to achieve concrete results within two to three years, focusing on urgent measures. We aim to position Thailand as a sustainable, high-quality travel destination. This aligns with ASEAN's strategic tourism goals of being competitive and sustainable.

Thailand continues to support the promotion of ASEAN as a unified tourist destination through various campaigns, such as cooperation with other ASEAN member states in conducting joint marketing activities; the promotion of connecting routes between ASEAN countries; the publication of promotional materials; and the support of ASEAN in utilizing the channels of the ASEAN Promotional Chapter for Tourism (APCT) in the Indian and Australian markets, as well as the ASEAN-China Centre, the ASEAN-Japan Centre, and the ASEAN-Korea Centre, to promote ASEAN in these respective markets.

Are any major new tourism projects planned in Thailand in the next five years? What benefits do you expect from these projects for Thailand?

According to the Thai Tourism Strategy (2015-2017), the main focus is on developing tourism products and services, facilitating travel for tourism, promoting tourism safety, and developing the logistics system for tourism.

The new development will take place in two ways:

1. Area-based: Focus on 5+3 areas

1. Lanna Civilization (Chiang Mai/Chiangrai/Lamphun/Lampang/Phayao/Phrae Nan) 2. Isaan Civilization (Nakhon Ratchasima/Buriram/Surin/Sisaket/Ubon Ratchathani) 3. Active Beach (Chonburi/Rayong/Chanthaburi/Trat) 4. Royal Paradise (Phetchaburi/Prachuapkhirikhan/Chumphon/Ranong) 5. Andaman (Phuket/Phang Nga/Krabi/Trang/Satun) Three more tourism development zones have been completed:

1) The World Heritage Tourism Development Zone (Sukhothai, Pitsanulok, and Tak); 2) the Mekong Tourism Zone (Nongkhao, Nakhon Panom, Mukdaharn, and Bungkan); and 3) the Lower Chao Phraya Tourism Zone (Singburi, Angthong, Ayutthaya, Pathum Thani, and Nontaburi). The Ministry of Tourism and Sports will later submit this proposal to the Cabinet for approval.

2. Thematic. Here, the focus is on new travel patterns, destinations and the expansion of existing markets, especially cruises and yacht destinations, ecotourism, long-term stays, weddings and honeymoons, HALAL and food products, MICE, sports tourism, film locations and health and wellness.

This year's figures show that visitor numbers in Thailand are driven more by the Asian market than by traditional European visitors. What specific strategies are you pursuing to continue this trend?

Currently, our focus is on increasing tourism revenue rather than visitor numbers. Adapting our marketing strategies to the growing Asian markets is essential. Thailand has conducted a study to better understand the needs and behavior of travelers from ASEAN countries, particularly high-spending tourists. The goal is to provide optimal service to ASEAN travelers and to develop this market efficiently and sustainably. At the same time, we are not neglecting our European partners, as one of our objectives is to balance our source markets to reduce our dependence on any single market.

We continue to tap into new source markets by building alliances in countries with high growth potential, targeting discerning leisure travelers and tourists with high purchasing power. Our goal is to strengthen Thailand's tourism brand as a preferred destination offering excellent value for money by highlighting experiences such as the Thai way of life, Thai culture, and environmental conservation. Developing new segments is also essential. Thailand holds great potential for promoting premium and niche markets such as luxury travel, health and wellness, and weddings and honeymoons.

How will the ASEAN Economic Community support Thailand in increasing the number of high-quality visitors? Can you provide a forecast of how these expectations regarding visitor numbers and associated revenue will develop?

Thailand is one of the ASEAN countries that must adhere to ASEAN and international standards to remain competitive. We are confident that our diverse range of high-quality products and services will attract more qualified visitors in the future.

Improved connectivity between ASEAN states through air, land and sea routes, as well as the ASEAN Open Skies, including the development of a common ASEAN visa, which will certainly make it easier for travelers to visit ASEAN and, of course, Thailand as a starting point or destination.

We have taken strategic measures to facilitate regional travel. Thailand recently announced the introduction of the new multiple-entry tourist visa (METV) for foreign visitors to promote its upcoming integration into the ASEAN Economic Community (AEC) and boost Thai tourism.

Previously, we focused on the increase in tourist numbers and tourism revenue. Year 2015: 28.8 million tourists / 2.2 trillion baht; Year 2016: 2.3 trillion baht; Year 2017: 2.5 trillion baht (US$75 billion).

Currently, we are focusing on increasing tourism revenue rather than increasing visitor numbers. For 2017, we expect tourism revenue of approximately 2.5 trillion baht (about 75 billion US dollars).

Will the ASEAN Mutual Recognition Agreement on Tourism Professionals (MRA-TP) help to ensure the distribution of wealth from tourism?

The Ministry of Tourism and Sports has signed an agreement on the recognition of tourism professionals from ASEAN. The main objective of this agreement is to facilitate the mobility of tourism professionals within ASEAN and to promote the training and further education of professionals in ASEAN member states to ensure standards recognized by the international community. With the opening of the free ASEAN community, certified professionals with recognized qualifications in tourism have the right to work in ASEAN member states, but must comply with their respective laws and regulations. ASEAN's development into a single market with a production focus enables the free exchange of capital and skilled labor. Highly skilled tourism professionals can move from lower-wage countries to higher-wage countries. Similarly, lower-skilled tourism professionals can benefit from this opportunity by working in higher-wage countries.

What was the main theme of your message to the participants of the recently concluded ATF in Manila? The building of a socio-cultural ASEAN community and ensuring the equitable distribution of wealth from tourism.

For all media inquiries regarding the ASEAN Working Group on Tourism Marketing and Communication, please send an email to [email protected] or to the ASEAN Secretariat at [email protected].