1. By Chattan Kunjara Na Ayudhya TAT New Delhi Office

2. Indias Potential

Per Capita Income rising by 5% per year

Per Capita Expenditure rising 10% per year

Look East policy by countries is Indian-friendly

India is the fastest wealth creator in the world. Now there are 1 million US$ millionaires in India. With this newfound wealth comes the burning desire to flaunt it.

India is a young country, with almost half of its population under the age of 20. About 22 million middle class teenagers live in Indias cities. They have a hunger for knowledge, wealth and to travel beyond India.

3.

Economy grew at an average of 8.5% yearly for past 3 years.

Now a trillion US$ economy and worlds 12 thlargest economy.

Likely to become one of the worlds top three economies in the next 20 years and worlds second largest consumer market in a few years.

Growing middle class of 300 million people.

And thats not all

4.

Population now over 1 billion people, may overtake China by 2030.

Second largest diaspora of any nation. NRIs (non-resident Indians) and persons of Indian origin making economic impact around the world.

Cheap, ambitious graduates that number more than the entire population of France.

Estimated80million Internet users in 2010.

5. Indias Up, Up and Away (GDP) (100 billion US$) 6. The Many Faces of India

Rich India

- US$10,000+/year/household head

- 1.2 million households

- Expanding by more than 20% per annum

- Travel abroad frequently

- Concentrated in big cities

7.

The Wanna-Be India

- US$4,000-10,000/year/household head

- 40+ million households

- Expanding by over 10% per annum

- Will number 65 million households by end of 2010

- Growing quickly in Tier 2 cities

8.

The Uphill Climb India

- US$1,500-4,000/year/household head

- 110+ million households

- Mass migration into cities

9.

Poor India

- Below US$1,500/year/household head

- 40+ million households

10. Indians Love to Travel

International departures from India grew from 3.7 million in 1997 to 9.8 million in 2007.

50 million outbound trips by 2020, US$28 billion spending.

In 2007, Indians spent US$8.2 billion on foreign travel alone, up from US$1.3 billion in 1997.

On average, Indians spend US$1,789/person/trip.

Over 28 million passport holders.

11. More Money = More Travel (million trips) 12. Thailand is No. 2 in Asia for Indians, No. 3 in the world

Approximately 614,531 Indians visited Thailand in 2009, second only to the 725,536 Indians who visited Singapore. Thailand is No. 3 in the world after Singapore and U.S.A.

TAT targets 650,358 arrivals for 2010, a 5.83% increase.

For a tourist market with over 100,000 arrivals into Thailand in 2009, India registered the highest growth rate at +14.45%.

13. So what can Thailand do?

The Amazing Thailand, Amazing Value campaign is proactively promoted in India:

-Thai-ness

-Beaches

- Nature

- Heritage

-Health & Wellness

-Chic & Trendy

-Festivals

14. Positioning: Common Messages

Thailand is value for money.

Thailand is fun for the whole family.

Thailand means quality holidays.

Thailand is close.

Thailand is variety.

Thailand is like a nice in-law.

15. The Consumer Promise Thailand is a year-round holiday destination for the entire family that offers high quality products and services at great value for money. 16. Getting to Know the Indian Tourist

The most price conscious in the world.

- Will always look for savings.

- Have great perseverance in bargaining.

- Wont spend more than what he has.

Cash rich but time poor, especially middle class.

- Want improved quality in a short time.

- No room for errors.

Willing to splurge for personal enjoyment, i.e. shopping, entertainment, spas, sports, dining, etc.

17.

Among the fastest learners on the planet.

• Always watching & observing.

• Curious about other cultures.

• Ready to adapt & adopt new things while traveling.

• Seek out new experiences for boast factor.

Most are fluent in English.

Do lots of research before traveling.

Very late bookings. Wait for last-minute deals.

18.

Travelers in 25-44 years old range, up to 65 years old

65% male/35% female

In India, from North & West 65%, South 25%, East 10%

Educated and from upper social status

Usually married (75%) with children in same household

Travels with family members (66%)

Traditional holiday period is April-June because schools closed

19.

But 2009 was a strange year..

- October-December had greatest number of tourists to Thailand, with December 2009 showing most increase of +96.63%.

- This sharp rise was due to confidence in the economy and major companies paying withholding bonuses until years end.

- Anomaly or trend? Is Thailand now a year-round destination?

20. Other Must-Know Facts

Hindus dont eat beef!No

About 40% of Indians are vegetarians!Yes

13.4% of Indians (over 156 million people) are Muslims!

No

Late lunch (1.30 p.m.) & dinner, usually 9-10 p.m!

Make sure you have some Indian food on the menu!

Indians drink alcohol, but usually only at parties!

Many Indians like Thai food, but not all. Some may be allergic to Thai spices! For Indian food, they expect to be served by waiters.

21. More Fun Stuff

Indians prefer hotels with good accessibility to shopping, food and nightlife. Can be anything from luxury pool villas to more modest three-star accommodation.

Indian males are not heavy smokers.

Therell be endless requests for room service and assistance. Room temperature drinking water is a must.

Overall, Indians appreciate warm smiles, courtesy and a relaxed atmosphere everything theyre not getting at home!

22.

Indians have 3 main travel periods

• School holidays (April 15-June 30)

• Diwali (5 days around late Oct.-early Nov.)

• Christmas & New Year (late Dec.-early Jan.)

Indians get visa on arrival at airport

-Visa fee exemption important

Like LCD TVs, electric kettle in room, Bollywood movies, & cricket

23. Why Travel?

- Business (40%) Including MICE!

Holiday (20%)

VFR (Visiting Friends & Relatives) (20%)- Strong growth

Others, like education (20%)

* Corporate travel good whole year.*Honeymoons peak Nov.-Dec. & Feb.-Mar.

*FIT fastest growing segment.

*Groups mainly first-timers and seniors.

24. More Into Niche Experiences

• • • • Sports tourism

• • • • Luxury travel

• • • • Weddings late Sep.-Dec.

• • • • Honeymoons & anniversaries

• • • • Cruises

• • • • Bollywood filming

25. What Kind of Thailand Holiday?

Shopping & food

Sightseeing/entertainment/nightlife

Exploring new country

De-stress

26.

What matters on holiday?

Nature & environment

Culture & Art

Safety

Hygiene

27. What influences decisions?

1. Internet

- Vital initial opinion formed.

2. Travel Agents

- Face-to-face consultation deciding factor.

3. Print Media

4. Recommendations by friends

28. What You Must Do

Work with travel agents in New Delhi and Mumbai (65% market share).

Make sales calls to India (Indians want to feel important). Come with other properties too.

Have an attractive website (remember 80 million users).

Join TAT road shows & travel shows.

Consider hiring a representative.

Invite travel agents and media to you.

Make friends with Thai travel agents.

Train your staff about this market & its consumers.

29. Requirements for Success

Indias continued economic growth

Thailands political stability and safety guaranteed for Indian tourists

Thailand remains attractively affordable for holidays

Increased flights to Thailand, preferably from Indian cities to regional tourist destinations

30.

Regular two-way travel between the two countries

*Overcoming old ideas and embracing new challenges

31.

Bollywood star Priety Zinta on a trip to Thailand after the Tsunami on December 26, 2004:

The voyage is an affirmation of life.

32.

Thank You

Danyavad