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Wherever
you are in the world, the travel industry is susceptible to
global shifts and imbalances that leave some industries entirely
untouched. In Thailand in 2004, a number of issues gave rise
to concern for the industry’s prospects in the coming year.
Despite their severity, the events that unfolded at the end
of 2004 soon overshadowed these issues. Natural disaster struck
Thailand’s shores reeking havoc and causing widespread destruction.
The tsunami
that hit six of Thailand’s southern provinces on 26 December
2004 had a death toll in Thailand of 5,300 with more than
280,000 perishing throughout the region. The tsunami putting
a temporary stop to tourism in some parts of the country and
casting doubt on the travel industry both in Thailand and
throughout Asia. Coupled with ongoing issues like rising oil
prices, there were some very bleak predications offered for
2005. Despite the anxiety, Thailand’s travel industry proved
entirely resilient, and the first half of 2005 produced some
optimistic figures. According to a recent Tourism Authority
of Thailand (TAT) report, the number of foreign tourists coming
to Thailand in January dropped as expected, leaving 18% fewer
visitors on Thai soil. February though showed that January’s
dip was temporary as there was a 7% increase in the number
of visitors against the same last year. March further showed
the resilience of travel in Thailand with a 17% increase.
Although unrest in Thailand’s south saw a slight decrease
in the number of visitors around April, many analysts are
encouraged by the upward trend experienced at the beginning
of the year and predict it will continue into the second half
of 2005. There are a number of reasons for this level of optimism.
Although
events at the end of 2004 did put some tourists off visiting
Thailand, most simply avoided areas hit by the tsunami. Tourism
was spread thinner across the kingdom, and took in more regions,
but numbers of visitors remained essentially the same. As
a result, key players in the industry are looking forward
to a 20% increase in revenue during the 2nd half of 2005,
with some of the ‘trendier’ destinations such as Khao Lak
(where the tsunami hit) losing out to Thailand’s more traditional
tourism destinations (Pattaya, Chiang Mai. etc.). However,
unlike some of the countries affected, Thailand was perfectly
positioned to deal with the tsunami and there has been a hasty
repair of the destruction it caused. The restoration of Thailand’s
islands and beaches has been well publicized on global television
and in the world’s press, and alongside high profile events
like the testing of Thailand’s new tsunami warning system,
there is an increased confidence in Thailand. As the country‘s
travel industry advances towards the peak tourism season (starting
at the end of September/early October) there is a firm expectation
that visitors will return to even the worst hit places, with
Thailand’s hotels and airlines working hard offering fantastic
promotions and packages to ensure this prediction comes true.
Like the
travel industry in general, Thailand’s airlines suffer from
even nominal drops in visitor numbers. Coupled with a rise
in fuel costs, many have been forced add fuel surcharges to
fares to maintain flights to certain destinations. Despite
apparent gloom for Thailand’s airlines, creative thinking
and cooperation has helped redress the balance. Some airlines
are involved in marketing procedures that jointly market a
number of airlines, not just their own. Involving airlines
from a variety of countries, Thai Airways’ ‘Star Alliance’
is a perfect example of this type of cooperation. This collective
approach also helps bring down the price of fuel, helping
stabalise fuel costs. In addition, the introduction of web-based
booking systems is further driving down costs ensuring airlines
maintain their competitive edge in a fiercely competitive
market and ensuring the country has the means for a full recovery
of its travel industry.
Despite
the odds being stacked against a quick recovery, why exactly
has Thailand’s travel industry Thailand’s bounced back so
readily? Diversity is very probably one of the key reasons
for its success through stormy times. Visitors need not search
hard for a viable alternative to their favorite destination
in Thailand, and after years at the forefront of world tourism,
Thailand has the systems in place to adapt and adopt and ensure
its travel industry remains flexible and attractive. What
then does all this mean for foreign visitors? It means that
business is very much as usual. If you have given the prospect
of a visit to Thailand even fleeting consideration, consider
it further – there’s certainly nothing to stop anyone having
a great travel experience. In Thailand, the range of choice
is astounding and whatever travel experience you desire, you
can find it. With this in mind, take a look further through
www.discoverythailand.com
and consider your travel options. A visit to Thailand might
just be exactly what you need…
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