Bangkok, September 7, 2012: 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.
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