Thai image needs boost in China
Written by Admin on Thursday, August 28th, 2008
Thai image needs boost in China
Nouveaux riches opt for other markets
CHADAMAS CHINMANEEVONG
Thailand should recreate its image among Chinese tourists in order to secure this market in the long run, say experts in the Chinese tour market.
Today, the country’s image among Chinese travellers is quite poor. It is plagued by low-quality travel agencies, which have put unattractive tour programmes such as transvestite shows on their itineraries.
There are a lot of tourism destinations besides Pattaya to be promoted, such as Hua Hin, Koh Samui and Chiang Mai, said Shen Bo, the executive vice-general manager of the Shanghai Airline Tour International (Group) Co.
If Thailand does not take this seriously, it is expected to lag behind other countries in drawing Chinese tourists and miss out on huge revenue, he said.
”Although the Thai government has tried to crack down on low-quality tour agents, the private sector has not co-operated with the authorities as expected,” Mr Bo said.
As a result, high-income Chinese tourists choose to go to developed destinations including the United States and Europe instead.
Also, big wholesale travel agents in China are no longer selling Thai destination packages as a top priority. He said Chinese tourists were the main target group of many tourism operators because of their higher purchasing power.
Most of them are middle-class and educated. Travel spending via travel agents in 2007 was recorded at US$1,435 per head on average.
Most importantly, the Chinese government also encourages people to travel overseas by allowing them to travel in 134 countries. Asia is the most popular destination. In 2007, around 88.74% of all Chinese tourists chose to travel in Asia.
According to Wang Xinjun, the managing director of Ivy Alliance Tourism consulting Co, the criteria for choosing a destination among Chinese depends upon attractiveness, expense, and leisure time. Travel agencies are the first choice to organise trips.
Most consider the travel agency brand, an attractive itinerary, and good service before they decide on their trips.
Travel agencies are also the first source of travel information for Chinese, followed by the internet, relatives and friends.
