Thailand is looking to reinvent its image as a MICE hub by focusing on its strengths in the country’s provinces. The recent Chiang Mai and The North Travel Mart (CTM) proved to be an ideal platform for buyers from different countries to match their requirements with sellers from Chiang Mai and its neighbouring provinces By Steena Joy
Chiang Mai is Thailand’s second largest province and goes back a long way. The 720 year old province is home to the ancient kingdom of Lanna for which the Thai government is working towards getting it ceritified as a UNESCO World Heritage Site. The province recently hosted the Chiang Mai and The North Travel Mart (CTM) 2014. Held at the expansive Chiang Mai International Convention and Exhibition Centre, CTM 2014 attracted a total of 370 buyers and international media from around the world, and offered opportunities for 120 tourism business operators in Northern Thailand to promote their products and services to the global market. The event attracted 87 buyers and eight media from Europe, Africa and the Middle East. There were 58 buyers and 10 media from ASEAN, South Asia and the South Pacific. From East Asia, there were 101 buyers and 32 media.
Speaking at the opening ceremony, Thawatchai Arunyik, governor of the Tourism Authority of Thailand (TAT) said, “The CTM 2014 was held with tremendous success thanks to the collaboration from Chiang Mai Province, the Chiang Mai Tourism Business Association, Chiang Mai Provincial Administrative Organisation, Association of Northern Tourism Federation, Tourism Council of Chiang Mai, the Thai Hotels Association Northern Chapter, and all related stakeholders. We believe that Chiang Mai and the neighbouring provinces will receive more exposure in international tour operators’ promotions in the next season, and result in more visitors to the area.”
The CTM show is held every other year in Chiang Mai to provide product updates to international buyers, and offer the opportunity to small-and-medium businesses to be presented on the global scene. The event’s key highlight remains the market briefing by heads of TAT’s 27 offices overseas in order to provide the latest market updates and trends.
The highlight of the opening session was the unveiling of TAT’s new marketing campaign titled ‘2015 Discover Thainess’. The new campaign will focus on seven themes namely Energetic (sports and games), Fun (street food, shopping, festivals), Creative (arts and crafts), Prestigious (Thai history), Feel Harmonious (village life and Community Based Tourism – CBT), Feel Sophisticated (luxury and royal projects) and Peace of Mind (health and wellness and meditation).
The campaign will be completed in three phases. The first phase will be to build momentum which has already started in October and will go on till December. In this phase a soft launch of the ‘2015 Discover Thainess’ campaign was done at the WTM in November. The second phase will be the actual launch on January 14, 2015 at Lumphini Park in central Bangkok. The third phase will be expanding awareness about the campaign through marketing, partners like media and travel agents and also through social media like YouTube and Facebook. He said, “The ‘2015 Discover Thainess’ campaign will offer the chance for foreigners to appreciate the essence of ‘Thainess’ through the Thai way of life, Thai culture and Thai experiences. This distinctive character of ‘Thainess’ is the magnet of Thailand, which draws tourists to explore and share their experiences with local Thai communities.”
The event was followed by trips to the famous Doi Suthep Temple and the Royal Park Rajapruek where delegates enjoyed cultural performances and were treated to traditional Thai street food delicacies in Lanna style.
India representation
A trade delegation of tour operators and media attended from India. The delegates were from across India including Mumbai, Delhi, Pune, Chennai Ahmedabad and Bengaluru. Sohail Zaveri, executive director, Equino Fun Holidays, Pune said, “Chiang Mai has potential especially for FITs as an alternative to Phuket or Pattaya. The accommodation options are very good but awareness of the activities offered here is lacking. Like for example there is dirt biking, shooting range, etc but no one is aware. TAT must also add Indian restaurants and nightlife to attract the Indian visitor.”
Radha Jayalakshmi, director, World Famous Tours, Chennai said, “It was very useful as I got to meet a lot of sellers, though language is a problem. English speaking guides are necessary. Thailand is still an interesting destination for the India market.”
Paras Lakhia, executive director, Uniglobe Utopia Travel, Ahmedabad, opined, “The CTM was good but there were very few suppliers. The sellers were more of hotels and less of products. Also, Chiang Mai needs to work on its nightlife offerings.We also need more Indian dining options as food is a very important aspect of travel for the India market. The night safari location can be an interesting MICE venue.”
Jacob Kurien, manager-sales, Govan Travels, Kochi, observed, “CTM was definitely beneficial as we got exposure to the destination. I could meet prospective suppliers and discovered new places of interest like Pai Town near Chiang Mai. I think that this province will interest the Indian traveller, both FIT and MICE and even smaller families.”
Bengaluru-based Monesh Devjani, director, iTrip Holidays, said, “This is my first time to Chiang Mai. The Mart was good, well organised. I got to meet quite a few DMCs and got a fair idea of the hotels in the area. There was a good mix of products including adventure operators. However, awareness of this destination is lacking. I think that middle to high end FITs would be interested in this region. Tiger Kingdom in Chiang Mai is also a good attraction that I think will interest the Indian visitor.”