The
Tourism Authority of Thailand (TAT) has called for stronger regional
partnerships to promote connectivity and harness the forces of
technology to improve the ASEAN travel & tourism industry.
Speaking
at the Asia Pacific Digital Travel Forum on 30 August 2012, TAT
Governor Mr. Suraphon Svetasreni outlined how the TAT has made good
use of rapidly-changing technology for everything from brand
campaigns to promoting special deals to crisis management.
Said
the Governor, “As the world heads towards increased digitization,
the TAT will remain a strong advocate of the research, development
and implementation of digital tools and technologies at both the
national level and
at the individual business level. We also have a strong focus on
gaining insights of future trends in the travel industry.”
His message was
directed at the more than 200 participants of the Asia Pacific
Digital Travel Forum, which was organised by the Tourism Technology
Association (TTA) with the support of the TAT, the Ministry of
Tourism and Sports Thailand, and the ASEAN Tourism Association
(ASEANTA).
Described
by TTA president Mr. Apichai Sakulsureeyadej as the first of its kind
to be held in Thailand, the Forum was designed as an opportunity for
both the public and private sectors to come up to speed with
the policies, plans and products impacting in the rapidly-changing
world of technology.
Governor
Suraphon said, “This is an important step
in gaining a common understanding to create solutions for the tourism
industry which will lead our region to become the tourism destination
of the world. The ASEAN Economic Community, or AEC, will soon go into
full effect. Thailand, through the TAT, has taken up the task of
being Chair of the Marketing Sub-Committee for the ASEAN region.
“We
accepted this position and responsibility because we know we have the
right tools, resources, and personnel to lead the ASEAN community.
This also means that our think tank has to keep abreast of
technologies that can be applied to market the ASEAN Tourism
industries and not just Thailand. What we would like to see is the
cultivation of partnership among countries within the region through
increased connectivity using technology,” he added.
Mr.
Suraphon noted the impact the digital era is having on the travel
industry, from facilitating bookings, to making decisions, writing
online reviews, sharing information, upgrading
professionalism, conducting research, and much more.
“The
Internet has changed consumer behavior in many ways, especially for
people who travel. We see dynamic changes in the way people buy their
travel products, the destinations they chose, the amount of time they
have to travel and the amount of money they
spend. We are monitoring all these changes closely and adjusting our
strategies accordingly.
"Indeed,
the TAT has been using digital marketing to promote Thai tourism for
many years, and we will continue to tap into a wider pool of
travelers through social networks, online
games, mobile and the applications,”
said Governor Suraphon.
The
forum was also addressed by Mr. Ajin Jirachiefpattana of the Ministry
of Information and Communication Technology, who outlined Thailand’s
National Broadband Policy and plans for development of broadband
services. He said the Royal Thai government’s goal was to
ensure broadband
network access for at least 80% of the population
by 2015 and at least 95% by 2020. As of this year, only 33 % of total
Thai population has access to broadband.
Mr.
Ajin also said that plans were underway for the two
state-owned telecommunications corporations,
TOT Public Company Limited and CAT Telecom Public Company Limited, to
provide free Wi-Fi for 20,000 hot spots at public areas. These will
be expanded within the next five years to 250,000 free Wi-Fi hot
spots nationwide.
