TAT Seeks More Online Reach

The Tourism Authority of Thailand (TAT) aims to be a fullly digital organisation by 2015 to maintain its competitive edge in the region. "We have to go digital because others, such as the tourism bodies in Singapore, Australia, and New Zealand, have already done so. If we are still unchanged, we will lag behind our rivals," said TAT governor Surapol Svetaseni.

At present, about 30% of the TAT's services have already been put online and the proportion will rise to 80-90% in five years. "Going digital is cheaper, better and faster. All other parties are online. We must to do so or we would be left behind," he said.

Social networking, and mobile marketing through smartphones and tablet computers are very trendy. Customers have shifted to the internet to search information and book accommodations, air tickets and tour packages online. The TAT's Amazing Thailand page on Facebook has attracted around 1,600 "friends," ranking second in Asia after Japan.

The TAT will develop more tourism-related applications for smartphones. As well, it has joined with Google to add Thailand's tourist destinations on Google Maps and support Google Street View, part of the services of Google Maps and Google Earth. Google Street View provides panoramic views from various positions along many streets in the world. These views are photographed and give realistic atmospheres of the cities. It can choose to see 360 degrees of horizontal views and 290 degrees of vertical views.

Today tourists can use Google Street View to see places and their real atmosphere in major cities of the United States, Britain, France, Italy, Spain, the Netherlands, Japan, Australia and New Zealand. There is also a plan to compile marketing information with Google Barometer. Information searched with Google will be studied to find out which destinations are the favourite subjects of search by tourists.

The study has found that Bangkok is the most favourite subject of searches in Southeast Asia. As well, general information on interest rates, gross domestic product and unemployment are analysed to facilitate the planning of marketing campaigns for businesses.