Targeting the Thai market

Targeting the Thai market

As per the PM’s directions, tour operators are preparing packages for the lean season 

Tourism: Following the prime minister’s instructions, tour operators and hoteliers in the country have begun working on developing packages to attract Thai tourists during the leaner months of June, July, and August this year.

Some tour operators have already set targets and started appointing marketing representatives in Thailand, while hoteliers are working out discounts they could offer besides Thai specific services.

Last month, lyonchhoen instructed the tour operators to develop packages to attract Thai to commemorate Bhutan’s 25 years of diplomatic relation with Thailand.  The initiative was also expected to help promote tourism during lean seasons and make Bhutan an all year round tourist destination.

The target is to bring in 3,000 to 4,000 Thai tourists in June, July and August this year.  The least visited months of June, July and August in 2012 saw 6,580 tourists, while 3,229 visited Bhutan in January and February.

Tour operators said, although they have just about three months to market, the proximity with Thailand didn’t require much preparation.

“We have to try our best to bring in more Thai tourists,” a tour operator said. “It means competition, unlike the peak season, when we have the protective tariff where our cut is already included.”

Being a new initiative, another tour operator said they have to bring down their profit margins. “The amount of profit will depend on our bargaining power with hotels, guides and transporters.”

But despite the short notice, many tour operators appreciated the initiative, as it would help everyone in tourism to upgrade their services.

For instance, it would help hotels recruit permanent staff even during lean seasons.

“We’re hoping the initiative would help take the weight off the peak season, during which we lack capacity,” said another tour operator, whose agency is targeting 600 Thai tourists.

Hoteliers are working out room charges, depending on the number of tourists tour operators bring in.  All tourists are required to be provided accommodation in hotels rated three-stars and above.

A three star hotel in Thimphu charges Nu 3,000 to 4,000 a night, depending on the facilities.

One of the hoteliers in Thimphu said he would be able to give up to 30 percent discounts during the lean months for Thai tourists. “It’s a good initiative and our business depends on how many tourists we’re able to attract,” he said, adding they were hopeful that the initiative works, so that there is something to look forward to during leaner months.

An official from Zhiwaling hotel said they were preparing for Thai tourists with certain products. “We’re planning to hire a Thai chef, besides providing a lean season discount of about 25 percent,” the official said.

There are 75 tourist standard hotels in the country categorised three-star and above.  Paro has the highest number of hotels, resorts and guesthouse at 37, followed by Thimphu and Bumthang with 27 and 23 each.  Another 63 are currently under construction, records with TCB show.

The association of Bhutanese tour operators’ president, Karma Lotey, said, more than 30 tour operators have signed up with the tourism council to attend a travel fair in Bangkok.

The national airlines, Drukair, is also exploring off-season discounts of more than 30 percent.

Drukair’s chief executive officer, Tandin Jamso, said they would provide a discount of more than 30 percent from June to August to attract Thai tourists. “In collaboration with local tour operators, packages are also being developed.”

Today, the airfare for foreigners for the Bangkok-Paro sector, inclusive of taxes, is about USD 830 for a round trip, and about USD 420 for a one-way ticket.

From 2,235 Thai tourists in 2011, the country recorded 3,573 Thai tourists in 2012, making Thailand the fourth top source market.  Last year, there was a slight drop with 3494 visitors.

Source: Kuensel

By Kinga Dema

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Bhutan Makes Top Three in Tourist Destinations

Really not a bad start to the year for the country and especially the tourism sector, given that Bhutan has only been selected as one of the three finalists in the “Destination Stewardship.”
The Destination Stewardship Award goes to a destination which successfully demonstrates a program of sustainable tourism, while incorporating social, cultural, environmental and economic benefits.
The award is categorized for the Tourism for Tomorrow Awards and it is hosted by the World Travel and Tourism Council (WTTC).
This year’s awards panel received 133 applications from more than 46 countries on six continents, with Bhutan shortlisted to top three of this pool.
The Tourism Council of Bhutan (TCB) has already started to come up with new activities to be warm and hospitable hosts to the tourists.
But before that, said the Joint Director of Marketing and Promotion Department, TCB Chhimmy Pem, “couple of challenges needs to be addressed”.
She said the regional spread of tourist sites and introduction of more products are the main challenges for the TCB. Therefore from 2013, TCB have already done a thorough research and a proper study to have regional balance, in consultant with the Dzongkhag Administration.
“At the moment the tourist site is mostly concentrated in the western regions and in eastern regions we have limited hotels,” she added.
The TCB has plans to encourage more home-stays in the rural regions and some of the rural houses in Trashiyangtse have already been selected as venues for the tourists. Henceforth, tour operators and tourist should not face problems of not having proper hotels or lodging facilities.
Phobjikha the best roosting place for the Black-necked Cranes have identified 20 houses as home stay locations for tourists.
“It will be started by this year as villagers are being trained on hospitality in order to host the guests positively,” said Gewog Gup Jamtsho.
Joint Director Chhimmy Pem said “Butterfly tour in east and Community Based tourism is being planned.”
She added that Merak and Sakteng in Trashigang and Nabji-Korphu in Trongsa are some of the sites selected for community-based tourism. This is mainly to have regionally balanced visits for tourists.
“Tourism is not a substitute for the livelihood but it’s a supplement for people’s livelihood,” she stressed.
Tourism Officer Phuntsho Gyeltshen said the TCB had worked to come-up with new trekking routes. The study is meant to introduce old trade routes as trekking routes for tourists.
Trashigang to Samdrup Jongkhar and Bumthang to Zhemgang are some of the routes selected for trekking routes.
Feasibility studies in consultation with respective dzongkhag administrations and local leaders were undertaken to identify the routes. “We have asked them to come up with their prioritized sites too,” said Phuntsho Gyeltshen.
A substantial increase in terms of employment opportunities is a real possibility since Bhutan is listed as one of the top tourist destinations for 2013 in popular magazines such as Travelers Magazines of National Geographic, New York Times travel magazines and Forbes magazine.
The officiating Director of corporate performance Department under TCB, Kinley Wangdi said as there is more number of tourist visits, the services should be good and consequently the employment opportunities will never decrease.
In 2011 there were 23,095 employment opportunities under the tourism industry and in 2012 it increased to 25,987.
“We cannot have an immediate benefit but within these 5 years we will have a good development from the tourism industry,” he added. The TCB expects more tour operators from Trashigang, Gelephu and other southern regions.
In 2011, the total tourist visitors were 100,833 and in 2012 it increased to 105,414. And it’s obvious that this year tourist visitors will be more than that.
The TCB to this end has decentralized the tourism development in Zhemgang and Haa regions. It has even come up with a circuit approach whereby 6 eastern dzongkhags are merged into two circuits with a specific theme. Similar approach has been taken with other three regions also.
“For the southern regions TCB will mainly focus on Manas as eco-tourism and community based tourism,” said Kinley Wangdi.
Community-based tourism will mainly promote culture, local festivals and natural tourism. Similarly other regions are also chosen with a specific theme and would promote tourism in a balanced manner.
The Gross Domestic Product (GDP) contribution from tourism sector in 2011 was US$ 152mn and 89% of tourists were satisfied with their visit to Bhutan.

By Thinley Wangmo | 25 January 2013 in The Bhutanese

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