Q: Why was it important for TAT to stage this event in Trat?
A: We know that around 800,000 Australians come to Thailand every year and we have to ask: where are they going?
If some of them feel that certain cities or products are not suitable, I want them to come, see and talk to us directly.
We want to ask them what do we need to improve or change and how can we better fit your idea of what your clients want?
My job is to make sure there is a good match between demand and supply and that what we offer really fits what the market is looking for.
Q: Why do you think Aussies aren’t coming to Trat in bigger numbers? Is it connectivity, lack of promotion, or something else?
(left: Jon Underwood with Pichaya Saisaengchan)
A: I think it’s mainly about awareness and confidence. The hospitality here is actually warmer than the commercial hospitality people may experience elsewhere and our tourism suppliers are very professional.
But seeing is believing. If agents and travellers haven’t seen it for themselves, they don’t feel confident to recommend or book it.
When they come and see how professional our tourism suppliers are and experience our authentic products and local culture, then they start to give more opportunities to these destinations and products.
It’s not just about helping the suppliers here; it’s also about giving their clients the chance to explore more and experience something more authentic.
Q: Are you concerned that Australians are moving away from Thailand to other destinations?
A: It’s very natural. New destinations and new products keep coming up. For example, Vietnam can be seen as a more exotic choice that people might want to try.
That’s just human nature because people like to try something new, whereas Thailand is low-hanging fruit – you can come back anytime.
Our job is to keep our standards high. People sometimes say Thailand is “losing its charm,” but we are still talking about around 30 million visitors a year.
Instead of just pushing for higher numbers, I actually prefer to see “proper” numbers that we can manage well.
The real challenge now is managing tourism dispersal. Not just how many people come, but where they go once they are here. That’s the most important thing.
Q: It’s a tough job selling a region that people don’t know much about. How is TAT doing this for Trat?
A: We’re trying it in two ways. We are encouraging visitors from within the region to come here, enjoy the experience and then go back and tell others how much they liked it. Word of mouth is powerful.
We are also working with media, content creators and social media influencers to get them here, let them experience the destination for themselves and then share those stories with their audiences.
We’re doing both approaches because personal experience, whether from friends or from trusted media, is what really convinces people to try a new place.
Aussie buyers meeting with Thai suppliers from Trat
Q: Where do you think Thailand should focus its tourism offerings going forward?
A: I think we should look at repeat visitors – people who have been to Thailand many times and feel they’ve “done everything” and “seen everything.”
I want those people to look at their bucket list again and realise there are still new places in Thailand they haven’t explored yet.
I’d like them to come back and think about the good old days when they first visited Thailand and then see how things have changed and improved between then and now.
We’ve been promoting Thailand in Australia since 1974 so we’ve been here for more than 60 years. Over that time, we’ve talked to so many people and many of them have wonderful memories of Thailand…even if they’ve started to forget them.
My hope is to remind them of those good times and to invite them back to create new memories in places they might never have considered before.
