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
