Thailand has always offered excellent value for money, but now more than ever it is important to communicate this, especially in comparison to the cost of travel to other destinations, particularly Europe and the Caribbean.

“Following on from the success of the three previous CHIC by Thailand brochures, TAT is proud to launch the 4th edition in the series. However, this year, the theme of the campaign has moved from CHIC to Amazing Value. Thailand is leading the way as a value for money holiday destination, and in light of recent changes in consumer purchasing patterns and spending behaviour; we saw an opportunity to showcase this.” said Khun Tanes Petsuwan, Director of TAT London. “The CHIC by Thailand brand will continue to run along side the value campaign because the luxury market is still very important to Thailand. Luxury is even included in the value brochure, under Luxury for Less, as this represents the most value for money, especially against destinations such as the Indian Ocean”.

Joanna Cooke, Marketing Manager for TAT UK was pleased to say “Thailand is very much back in business and tourist arrival figures from the UK on the increase. In the past 3 weeks, since TAT launched a succession of dedicated tactical campaigns with a range of tour operators, feedback has shown the number of bookings has grown significantly (over 200% YOY in some cases) and Thailand is out selling all other destinations.”

The new look brochure has been put together in a magazine style. It is designed to be fun, informative and easy to read and share with friends. There is an e-version available online at www.tourismthailand.co.uk 50,000 of the 80,000 copies printed will be inserted into the Mail on Sunday. TAT has also invested in new photography to enhance the campaign. While there are already many beautiful stock images of Thailand this is the first time TAT has commissioned a photographer to take specific photography representing value in Thailand. The new series of images include local Thai people, with price boards for holiday essentials such as eating out (lunch for 2), drinks and ice cream, spa massage and even a tuk-tuk journey.

Other specific Amazing Thailand Amazing Value activity TAT is undertaking for 2009/2010 includes:

• 120 branded London taxi cabs
• Various tactical campaigns with over fifteen UK and Irish tour operators and five airlines starting September 2009 for October to December 2009 travel
• A large scale outdoor branding campaign with four selected tour operators from October 2009 to April 2010
• The launch of the 2nd edition Amazing Thailand Card, TATs discount loyalty card www.amazingthailandcard.net
• Trade campaigns with TW and TTG plus the annual Thailand Training Manual in partner with Selling Longhaul
• Targeting niche markets such as golf and spa, longstay and special interests such as festivals
• A greater focus on Northern Thailand and touring. Showcasing the beauty and diversity of Chiang Mai, surrounding towns and I-san

A new e-strategy is also being developed to include more concise use of the tourismthailand.co.uk website, redesigned quarterly e-newsletter and social media sites such as Twitter and Facebook.

The Launch
The brochure launch took place at London Borough Market on Wednesday 30th September 2009 and in keeping with the value theme TAT created a Bangkok street market, lined with 6 delicious food stalls where guests were treated to local dishes such as Moo Ping (grilled pork with sticky rice) and street food favourite, Pad Thai.

Thailand Value currency notes were issued to each guest to reinforce the value for money message and were asked to ‘buy’ there dishes, drinks and massages using their value currency. From 27p for mixed starters, 55p portions of Green Curry to 36p for a tasty treat of coconut puddings it was clear the excellent value for money Thailand provides when eating out.

Singha Beer sponsored the beach bar, and at just 90p a bottle, Thai beer was a value choice. Also at the beach, upon white sands, was Sabai Leela spa. A relaxing 1 hour massage on the beach in Thailand is just £3.75p and guests were invited to experience a slice of R&R with the masseurs throughout the evening. From the Sky Bar, with an amazing Bangkok skyline backdrop, guests enjoyed the refreshing taste of Chang beer and a bespoke Thai cocktail designed especially by Rachel Rose Reid, winner of the 2009 Mekhong Cocktail Competition. Guests’ sipped cocktails at just £6 each but the view was free, now that’s Amazing Value!

Thailand Statistics
New research from The Post Office, their Holiday Cost’s Barometer, confirmed Thailand to be top of the value list in their annual study of long haul holiday spending. Thailand continues to offer significantly better value than traditional winter sun favourites such as the Caribbean. Comparing the average cost of nine essential holiday purchases (including a cup of coffee, three course evening meal and suncream) Thailand totalled just £38.13 less than a third of the cost in Australia and the Caribbean. A recent article in the Telegraph also noted that packages to Thailand are up to 25% cheaper than last year (according to Hayes and Jarvis) which has helped the recent surge in Thailand bookings.

Overall, from January to August 2009, UK arrivals are in decline of 7.57%, however, April and both July and August have seen noteworthy growth (August 9.84%). Total arrivals to date are 435,822 and with the targeted tactical campaigns in place plus the Thailand peak travel season ahead TAT is confident they can reach over 700,000 arrivals for 2009 and just a single digit decrease YOY.