TAT lures new faces to Hua Hin

With numbers softening as visitors return to Andaman resorts, Hua Hin starts targeting new markets.

Tourism Authority of Thailand’s Prachuap Khiri Khan Office is struggling to maintain its level of international visitors, mainly Scandinavians and Europeans.

Some of the leisure bookings are returning to Andaman beach towns after central Thai destinations were in favour since 2005. The agency is also looking into other Asian markets to create a wider visitor base.

The high visitor numbers to Gulf of Thailand resorts, mainly as a result of the 2004 tsunami began to recede last year. TAT’s Prachuap Khiri Khan director, Pinnat Chareonphol, said Scandinavia and other European markets had to be continually stimulate the market to maintain last year’s performance. TAT is also trying to lure new visitors from Asian countries as well as from a booming Russian market.

“We will have to stimulate the Scandinavian and European markets since they are shifting their holiday choices back to the Andaman areas. Of course, we have seen a drop, but it is not that bad because during the Andaman’s recovery, the resorts here were almost full house. We are losing some of what we unexpectedly gained.”

New markets TAT is tapping include Japan, Korea, Singapore, India, Vietnam and Russia. Visitors from the first three markets are already booking Hua Hin, attracted by good spas and golfing. Hua Hin is starting to appeal to Russians who currently head to Pattaya and Chang Island.

“These tourists love entertainment and shopping. But we think we can aim for those who prefer tranquillity and stylish accommodation. Golf courses might be attractive to some,” said Ms Pinnat.

Another large market that loves shopping and which the TAT office is expecting to visit is India. It has high potential with many high-end, high-yield tourists.

“TAT in Delhi said Indians are showing interest in Hua Hin, and requesting information on the destination’s offerings. They are finding alternatives to Pattaya. Although Hua Hin has very few shopping options, we will organise a road show to tap into this huge market as well as invite travel agents to see for themselves,” she added.

TAT also reports that Vietnam is showing potential. The interested segments are honeymooners and young couples. Vietnamese newlyweds are looking for new places to go for their honeymoons. Thailand could win this market as it is an affordable destination; it is within close proximity which means cheap travel and it has excellent accommodations plus attractive tourism resources.

The Prachuap Khiri Khan office director expects visitor numbers to grow by around 5% to 6% this year, or about the same level as 2007 over 2006. Last year, visitor numbers reached approximately 2.4 million consisting of 1.9 million Thais and 450,000 foreigners.

“Thais continue to stream into Hua Hin because it is a close destination to Bangkok. There are also activities and festivals all year round, which attracts both Thais and foreign guests,” said Ms Pinnat.

She mentioned that besides luring tourists to the destination, TAT will develop and promote tourism routings, linking nearby attractions to extend lengths of stay, such as Pranburi- Hua Hin-Sam Roi Yod and Prachuap Khiri Khancity-Tab Sa Kae-Kui Buri-Bang Saphan and Koh Talu.