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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Culture Show Performed by Chinese in Bhutan

Culture Show

Cultural show: Chinese artists perform at the Royal Institute of Management auditorium yesterday. The cultural troupe from the People’s Republic of China was led by China International Culture Association Vice President Dong Jungxin and officials from cultural ministry of Guangxi province and the Embassy of China, India.

Source: Kuensel

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Americans back on top in tourist arrivals

Americans back on top in tourist arrivalset

After falling second for the first time in 2012 to the Japanese, the Americans were once again #1

Tourism: American tourists dominated international arrivals last year, surpassing Japanese tourists who topped arrivals in 2012 .

Of the 52,798 international tourists, who visited the country last year, the highest were Americans, with about 6,927 visitors, a tentative arrival list by nationality show.

After the US, the other top source markets were China with about 4,764 tourists, Japan with about 4,015 and about 3,494 Thai tourists.

Americans continued to dominate international tourist arrivals until 2011.  However, in 2012, for the first time, it was Japanese tourists that topped the market.

Tourist arrivals by nationality

Japanese tourists surpassing American tourists in 2012 was mainly attributed to Their Majesties’ visit to Japan in 2011, which generated “enormous” publicity, followed by Tourism Council of Bhutan’s (TCB) follow-up promotions in Japan.

Also, for the first time in four years, Chinese tourists surpassed Japanese tourists, emerging as the second top source market last year.

The country usually saw the highest arrivals from the US followed by Japan.  In 2010, Germany saw an increase of about 42 percent in arrivals, overtaking the UK.

“During the same year, China represented a promising new market and was rated among the top five major markets for the first time with an increase of about 30 percent over 2009,” the tourism monitor stated.

In 2011, China emerged as the third top source markets with 2,896 visitors, records with Tourism Council  show.  During the same year, Thailand stood fifth among the top source markets with 2,235 visitors.

While arrival figures from top source markets were important, the tourism monitor stated that measuring source markets based on duration of stay was a valuable indicator. “Yield and revenue are linked to the duration of stay,” the monitor stated.

Despite the increase in arrivals from neighbouring Asian countries, Tourism Council  records indicated that tourists from US always visited for a longer period, contributing to higher revenue, followed by countries like the UK and Germany.

After dominating the top source market for a long time, the US dropped to the second in 2012, followed by Chinese, Thai and British tourists.  That year, the country recorded 105,407 international and regional tourists.

“A record increase in the top Asian markets like Japan, China, Thailand, Singapore and Malaysia propelled the Asia/Pacific region to be the dominating market region in the world,” the 2012 tourism monitor stated.

The increase in arrivals from neighbouring Asian countries, tour operators, said was an advantage for tourism industry, considering the effort towards promoting the country as a all year-round tourist destination.

A majority of Asians, tour operators said, travelled during summer months to escape the heat. “So that’s when we have to package tours and market accordingly to attract Asian tourists and so far, our efforts have paid off,” a tour operator said.

Last year, 116,224 international and regional tourists visited the country, an increase by about 10 percent or 10,810 tourists from the previous year.

Of the total arrivals, 44,267 were international or Dollar paying tourists, 8,531 under international business, while the rest 63,426 were regional tourists.

Source: Kuensel

By Kinga Dema

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Trekking’s picking up steam

Trekking’s picking up steam t

A group of trekking tourists on the Laya-Gasa trek last month

… with travellers from closer to home, the so-called regional tourists

Tourism: A growing number of regional tourists are venturing into trekking activities, with many high-end regional tourists wanting to visit Bhutan for trekking only, say tour operators.

Visitors from India, Bangladesh and Maldives are referred to as regional tourists.  They are exempt from the minimum daily tariff and do not require visas.  Regional tourists, who come in by air, are considered high-end, owing to their contribution to tourism through airline earnings.

A local tour operator, Fly to Bhutan, catered to about three Indian trekking groups, comprising 16 people, so far, this year. “We also had the first group for the Laya-Gasa trek,” said the sales and operations manager, Dorje. “Indians are more interested in short duration treks, which range from four to five days.”

There are no separate records maintained for regional trekking or cultural tourists.  Tour operators, catering to Indian tourists, said there could be about 100 trekking tourists from India this year.

Trekking tourists are charged about Nu 10,000 per night, per head, which is inclusive of food and lodge. “We provide the same services, just as we cater to international trekking tourists,” he said. “We target high-end tourists, as they can afford to pay.”

“It also helps to have good counterpart agents in India,” added Dorje

Tourism council of Bhutan’s (TCB) Damcho Rinzin said regional tourists comprise family visitors, who mostly engage in cultural tourism activities. There is an increasing young, active and outdoor experience-seekers interested to visit Bhutan. “So it’s important that we promote our nature related adventure tourism products to these kinds of adventure seekers,” he said.

Despite getting queries on trekking based activities from a lot of high-end regional tourists, tour operators said logistics was an issue, as regional tourists didn’t route through a tour operator.

Last year, almost two-thirds of the total regional tourists came on their own, while the rest were part of packaged tours through tour operators, according to TCB.  Tour operators in India also offer packaged tours, partnering with local hotels in Bhutan.

Keys to Bhutan, destination management company for Make My Trip, India, has been targeting the Indian market for more than eight years, promoting both trekking and outdoor activities. “Somehow we’ve failed as it didn’t pick up as expected,” said general manager, Raju Rai.

Raju Rai said it was challenging to promote treks, which required trekking permits from various agencies. “Due to such formalities, we gave up after a few groups,” he said. “But now I’m sure there’s a proper channel to obtain permits for regional tourists, which could have eased things.”

TCB’s Damcho Rinzin said managing regional tourists has been a challenge because of their flexibility in arranging their trips, on their own. “However, we encourage and highlight the benefits of using the services of professional Bhutanese tour operators,” he said. “We’re also looking at improving and initiating systems to make it easier for regional tourists to route their travel through a local tour operator.”

Last year, 105, 407 tourists visited the country, of which 50,722 were regional visitors from the neighbouring countries of India and Bangladesh.

As is the trend, last year, a majority of the regional tourists comprised visitors from India, said tourism officials.  About 86 percent of the visitors were from India, followed by about 12 percent from Bangladesh, and the rest from Maldives.

TCB official said there are huge numbers of regional tourists, who travel to other countries from the neighbouring countries. “If we can tap the high-end segment, then it’ll highly benefit our tourism industry,” said Damcho Rinzin. “Regional tourists, especially from India, travel in summer months, when it’s low tourist season in Bhutan.”

As of October this year, 95,931 visited the country, of which 43,398 were international tourists and 52,533 were regional tourists.

Source: Kuensel

By Kinga Dema

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Tourist numbers register increases

Tourist numbers register increases 

Tourism: About 20,160 regional and international or dollar paying tourists visited the country last month.

This was an increase of 27.98 percent from those who visited the country in October last year.  Tourism council of Bhutan (TCB) recorded 15,752 regional and international tourists last year.

The month is also considered as the time of the year when tour operators, hoteliers, guides, and handicraft shops make more money.  Drukair also deploys additional flights to accommodate the increase in passengers.

The total tourist arrivals until last month was 95,931, records maintained by TCB stated. “About 43,398 were international and 52,533 regional tourists,” an official from TCB said.

This was also an increase of 7.6 percent from same period last year. “Until October last year, 89,139 tourists visited the country,” the official said.

Regional tourists are those from India, Bangladesh, and Maldives.  They do not pay the minimum daily tariff of USD 250 and USD 200 during the peak and lean seasons, and do not require visas.  Most of the regional tourists are from India.

“Looking at the trend so far, we’re positive that we’ll be able to meet our 2013 target,” said a tourism council official.  By the end of the 11th five-year plan, TCB intends to meet the goal of 200,000 tourist, officials said.

The president of association of Bhutanese tour operators, Karma Lotey, said the tourism industry should promote more high-end tourists than sheer numbers. “This will help in the preservation of our culture and tradition and promotion of GNH values,” he said. “As a small nation, we need to tread carefully for the sake of the sustainability of tourism business in the future.”

Source: Kuensel

By Kinga Dema

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Boom in Chinese tourist numbers

They now make up the third major market for the industry

Tourism: From 19 in 2003, Chinese tourists visiting Bhutan is emerging as the third major market for the tourism industry after Japan and the United States since 2011.

The tourism council of Bhutan (TCB) recorded the highest number of Chinese tourists last year at 3,766, an increase of more than 30 percent from the previous year.

Japanese were the number one international visitor at 6,967 last year, a 77 percent increase from the previous year, followed by 6,007 from USA.

Last year, tourist arrivals stood at 105,407; of which 54,685 were dollar-paying tourists, and 50,722 were regional visitors from the neighboring countries of India and Bangladesh.

The wedding of the Hong Kong actor couple in Bhutan in 2007, according to tour operators, helped promote Bhutan as a tourist destination.  In 2010, about 21 Bhutanese travel companies visited China for marketing and promotion.

 “Bhutanese culture isn't the main attraction for Chinese tourists,” said a tour operator. “It’s to do with the happiness factor. Most Chinese tourists say they come to experience happiness in Bhutan.”

Chinese tourists usually visit the country in October and during their New Year, which coincides with the Bhutanese Losar.  Students visit during their summer breaks in July and August.

Officials of the national airline, Drukair, in an earlier interview, said it was mostly Chinese tourists, who usually flew in from Kathmandu in February, and this year there were also requests for chartered flights.

According to UN world tourism organisation (UNWTO), Chinese travellers spent USD 102B on international travel in 2012, about 40 percent more than what they spent in 2011. “More than 80M Chinese travelled internationally in 2011, outspending German tourists, the longtime leader in overseas travel spending for the first time,” the UNWTO report released in April this year states.

In Bhutan too, China made it to the top five major markets for the first time in 2010, with an increase of about 30 percent in arrivals from 2009. (see graph)

According to the 2012 Bhutan tourism monitor, Chinese tourists visited Bhutan for a short holiday period. “Their time of visitation is spread throughout the year, with a slight majority skewed towards September to November months,” the monitor states.

Chinese tourists, who visited the country, were highly educated, with the majority holding university degrees, according to TCB.  About 64 percent of the total visitors were in Bhutan for the first time, while about 27 percent of them came for the third time.

About 34 percent of Chinese tourists came to visit only Bhutan, while the rest combined their trips with neighboring countries, like Nepal and Thailand.

Just as Chinese travel in other parts of the globe in large groups, a majority of Chinese tourists also came to Bhutan in groups. “About 49 percent of the visitors came in as ‘group of friends’, followed by about 21 percent as couples, and about 20 percent as part of organised tour groups,” according to the tourism monitor.

A leading tour company in China has estimated that about 90 percent of the Chinese visitors travel in larger groups, moving from destination to destination while staying at budget hotels.

Visitors from USA stayed for eight days last year, according to TCB records, while Chinese and Japanese tourists spent an average of 4.96 and 4.88 days respectively. “Asian tourists staying for shorter duration is a stable trend and does not seem to change with the years,” states the monitor.

Last year, a majority of the Chinese visitors flew in by air through Kathmandu, while the rest came through Thailand.

Despite the drop in international tourists arrival this year, tour operators said they were expecting more Chinese tourists.

Source: Kuensel

By  Kinga Dema

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Thimphu and Paro make it to the top 10 friendliest cities in the world

The Top 10 Friendliest Cities in the World

Readers of Condé Nast Traveler magazine have named a seaside, partygoers' destination on an island in the south of Brazil the friendliest in the world.

Thimphu Seen from Kuenselphodrang

Florianopolis beat out other cities like Thimphu, Bhutan; Charleston, South Carolina; and Kilkenny, Ireland to become the highest rated destination when it comes to welcoming visitors with open arms.

A common thread among the top 10 friendliest cities is that most are small to mid-sized destinations from less affluent, modest countries such as Bhutan, Burma, Ireland and Indonesia.

Predictably, nowhere is there a New York, London or Tokyo in sight.

And interestingly, while the top 10 friendliest list includes a lone US representative (Charleston, South Carolina), half of the cities listed as the top unfriendliest destinations are American.

Paro Dzong

Here are the top 10 friendliest cities in the world, according to readers of Condé Nast Traveler magazine.

Friendliest

1. Florianopolis, Brazil
2. Thimphu, Bhutan
3. Queenstown, New Zealand
4. Charleston, South Carolina
5. Paro, Bhutan
6. Margaret River, Australia
7. Mandalay, Burma
8. Kilkenny, Ireland
9. Ubud, Bali, Indonesia
10. Chiang Mai, Thailand

Source: Yahoo News Singapore

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