Thailand plans off-peak promotion

Thailand is planning a major campaign to promote its off-peak season of May and June.

It hopes to take advantage of the economic downturn in Britain to pitch itself as a value destination.

“We are under no illusion that this is going to be a tough year,” said Chris Lee, trade marketing manager for Tourism Thailand.

“At a time when UK household budgets are being continually stretched Thailand’s value for money proposition has never been more important.”

The campaign will include activities focusing on the student, honeymoon, and family markets, alongside the core 45-plus market.

The off-peak promotions will begin with Family Thailand and TAT are working with Travelbag, Virgin Holidays and Goldmedal on a variety of activities including print, online, outdoor advertising and national radio.

In the first quarter of 2011, visitor arrivals from the UK to Thailand showed an increase of 1.5% with over 250,000 UK nationals visiting the Kingdom.

“This increase was particularly pleasing as the first quarter of 2010 had delivered double-digit growth,” said Lee.

“March 2010 figures also benefited from an early Easter and so given the current market conditions we are delighted with these results.”

By Bev Fearis