Industry

Issue 64

Thailand’s five-star resorts are benefitting from TAT’s emphasis on the booming global health and wellness tourism sector.

The health and wellness tourism trend has captured the hearts and souls of holidaymakers around the globe. According to Global Wellness Economy Monitor 2017, revenue from global wellness tourism grew by 14% from US$494.1 billion in 2013 to US$563.2 billion in 2015. This growth rate is more than double that of tourism expenditure (6.9%) overall. World travellers made 691 million wellness trips in 2015, 104.4 million more than in 2013.

Thailand is one of the top 10 wellness tourism markets in Asia Pacific. Dr Yuthasak Supasorn, the governor of the Tourism Authority of Thailand (TAT) affirmed the importance of this sector in his Action Plan 2017 press conference on 11 July 2016, highlighting health and wellness tourism as one of four niche markets that will remain a strong focus of the authority in 2017. Dr Supasorn also stated that TAT will focus more on women and senior travellers seeking health and wellness tourism.

Nammon Dachakajornsook, director of Sales and Marketing at Kirimaya Golf Resort Spa, Khao Yai, welcomes this business opportunity.

“We are truly ready for this tourism trend,” she says. “Our spa, MAYA Spa, can provide a range of spa services to customers seeking a five-star standard. It offers signature treatments, facials and body treatments, and massage programmes. And if any customer requires greater privacy, we can also provide our services in their own rooms. All our customers are impressed with the quiet and peaceful atmosphere. Moreover, our products are all made from natural and organic Thai herbs.”

Komjet Chantaravisoot, executive director of Santhiya Resorts & Spas, believes that Thailand has something essentially Thai to offer its customers.

“Our resorts not only provide the feeling of Thai-ness through the décor and the way that we welcome our customers to make them feel like they are visiting a traditional Thai house, but we also provide a unique spa experience,” he says. “We have had very good feedback from our guests, especially at Santhiya Koh Yao Yai which has nine traditional teak Thai houses, each one blending into nature and offering sea views. Rooms for oil and foot massage, steam rooms and private jacuzzis are also provided for customers who love their privacy and relaxation at the same time.”

Chantaravisoot believes that Thai-ness also extends to the unique qualities of the local products used and the attention to service provided, that are testament to the country’s sustained success.

“Our staff are professional and they have a service mentality,” he says. The products that we use in our spas are all Thai products made from Thai herbs. Since there are outstanding scents and aromas and experiences that our customers have never had in other countries, those who have visited us once will always come back to us again.”

For more information, please visit: www.kirimaya.com, www.santhiya.com

Photo courtesy of Kirimaya Golf Resort Spa, Khao Yai , Santhiya Resorts & Spas

Words by Patcharee Taedangpetch

 

Issue 63

Thai tourism continues to play a significant role in the growth of the country, with record profits and a new campaign, the Tourism Authority of Thailand (TAT) is readying itself to host ATF 2018.

TAT announced its targets for 2017 and launched its new campaign Shaping Our Tourism Journey Together at the ASEAN Tourism Forum (ATF) 2017 hosted by Singapore from January 16 to 20.

“In 2016, we achieved a new record breaking situation in terms of revenue and number of tourist arrivals with 32.6 million visitors, generating 1.65 trillion baht (around US$46 billion) in revenue, and increasing by 9% compared with the previous year,” said Dr. Yuthasak Supasorn, TAT’s governor at the event.

“In 2017, in order to achieve our goal of 1.8 trillion baht (approximately US$50 billion) with 34.5 million overseas travellers, we developed an innovative new campaign called Unique Local Experiences to promote Thailand tourism to the world.

“Today, more and more people are looking for the real and authentic local stories. We therefore deliver unique Thai local experiences to our tourists to attract them and to change their perspectives to visit Thailand not only for the sightseeing experience, but also for learning and touching the real Thai lifestyle, … and experiencing so many remarkable things in this amazing country.”

TAT’s governor also informed the audience that Thailand is preparing to host ATF 2018 in Chiang Mai, and announced its theme ASEAN – Sustainable Connectivity, Boundless Prosperity. He hoped that this event would cement closer cooperation among ASEAN countries.

Members of the Thai tourism sector were in buoyant mood too.

“Our hotels have been fully booked all year, almost every year,” said Komjet Chantaravisoot, executive director of Santhiya Resorts & Spas. “International tourists especially Europeans, truly love the Thainess represented through our decorations and the warm hospitality and kind service of the Thai people. These have been the unique selling points of the country that we should maintain,”

Piyawan Chirayus, the director of sales of Merlin Hotel in Phuket, while agreeing about the strength of tourism in Thailand, stressed the need for close collaboration within the sector.

“Though our tourism situation is obviously positive, we still need to meet our buyers in person to hear their feedback, in order to keep on improving our services to meet their expectations and increase their satisfaction to make them return to visit again and again,” he said.

Mingkwan Metmowlee, vice president of the Association of Thai Travel Agents also commented upon the strengths of country’s tourism.

“Thailand has a very high potential in tourism,” she said. “We have all the necessary things to support tourists including transportation, services, tourism locations, culture and knowledge. According to the new campaign Visit ASEAN@50: Golden Celebration launched at the event, we think that 2017 will be a very good year for Thai tourism, as more and more ASEAN travellers show an interest in coming to visit Thailand.”

For more information, please visit: www.atf2017.com, www.tourismthailand.org
Photo courtesy of ATF2017
Words by Patcharee Taedangpetch

 

Issue 61

Greater regional integration and increased market opportunities have provided a Thai company that previously specialised in Original Equipment Manufacturer (OEM) products to create its own mark.

Despite considerable success in producing a wide range of electric appliances for major companies, Thai Habel Industrial, launched its own high-quality LED TV under the Altron brand in 2015.

“Since our establishment in 1987, Thai Habel Industrial has been manufacturing and assembling electric appliances, such as colour TVs, LCD TVs, LED TVs and DVD players, as well as kitchen appliances serving as an OEM for major modern trade,” says Narindej Thaveesangpanich, the company’s deputy managing director.

“We have promoted Altron to the domestic market, as well as tapping into business opportunities in neighbouring countries, such as Cambodia, Laos, Myanmar and Vietnam (CLMV). We aim to expand our base within the CLMV area, and then move into other potential markets in ASEAN,” he continues.

Having successfully generated export sales of over 100 million baht (approximately US$2.8 million) in its first year in India, Bangladesh and Nepal, where they still use CRT TVs, Thaveesangpanich plans to penetrate the African market where the classic TV is still in use.

Thai Habel Industrial’s marketing strategy aims at creating brand awareness and credibility, with a target of achieving sales worth 300 million baht (US$8.4 million) by the end of 2016. The company also benefits from third party certification, such as ISO, Thai Industrial Standards Institute and the Thailand Trust Mark by the Ministry of Commerce.

Thaveesangpanich says that the ratio of domestic and export sales for Altron compared with OEM is currently 30:70.

“What we need to do is to focus on ‘Building Strength Within’,” he says. “Market research has revealed a segment of customers who feel proud to be Thai and have confidence in the quality of Thai products assembled in Thai factories. This has motivated us to develop Altron TV; a quality television produced by a Thai company for Thai people.”

The goal for the next five years, is for Thai Habel Industrial to strategically grow its business in a more sustainable way, with the majority of sales being derived from the Altron brand, both domestically and regionally.

The implementation of the Asean Economic Community (AEC) has already impacted on the company’s business strategy with it looking increasingly towards its near neighbours.

“We are getting more opportunities not only to be a distribution centre, but also a manufacturing base in the CLMV sub-region, thanks to the geographic advantage of Thailand – not to mention being the transportation hub for the region,” he says.

For more information, visit www.thaihabel.co.th or www.altronthailand.com

Words by Natthinee Ratanaprasidhi

 

 

Issue 62

Far from being an inauspicious place for doing business, Africa is a continent full of opportunity so long as you have the right product.

Africa is a continent ripe for business, especially healthy food and drink targeted at the local consumer, according to a Thai business person well-versed with the market.

“In many areas Africa imports about 80% of all food consumed, because the region cannot provide adequate supplies locally,” says Nampetch Tatiyawong, the head of international business at Thai soymilk exporter Green Spot.

Established in 1954, Green Spot exports its products to more than 40 countries around the world. In addition to markets in Asia, it targets Africa, particularly Ghana and Nigeria.

“As African countries do not have much luxury shopping, consumers spend their money on the household, especially on food,” says Tatiyawong, adding that Africans take great care on their diet and healthy living, choosing health drinks that improve their wellbeing.

Word of mouth is still vital for market penetration.

“If they [consumers] are impressed by a product, they will recommend it to friends, especially in West Africa,” Tatiyawong says. “In Nigeria many products are imported for both locals and expats.”

In addition to health drinks, instant or ready-to-eat foodstuffs are proving popular.

Having official endorsement, such as attaining the Thailand Trust Mark also helps strengthen brand recognition, and generates consumer trust and recognition.

“Thai rice as well as products with a Made in Thailand label are accepted as quality, especially with consumers who spend their money on attaining a better life,” she says. “The key thing is to ensure that your products are a good quality and at a price lower than those imported from Europe, so there’s always room for your brands.”

As consumers pay increasing attention to healthy living, Green Spot is targeting becoming the market leader in quality soybean-based drinks, through constant product development.

“We just continuously create our healthy new products focusing on non-dairy alternatives, such as almond milk, rice milk or grain milk in both Asia and Africa,” says Tatiyawong.

For more information, visit www.greenspotthailand.com

Words by Natthinee Ratanaprasidhi

 

Issue 60

Sipso demonstrates how important innovation is to remaining competitive within the global marketplace.

Thailand aims to be the world’s leader in food exports with a target annual growth of 10%, or US$22.8 billion (800 billion baht), Deputy Prime Minister Somkid Jatusripitak declared at the opening of THAIFEX-World of Food Asia hosted by the DITP in May.

To answer the future demands of the food industry, Thai food manufacturers must consider innovation to be a key ingredient. Sipso, the producer and exporter of ready-to-eat Thai desserts and rice-based food, has already proved the worth of investing in innovation and technology.

“I want to add value to Thai agricultural products before exporting them to other countries, and rice has been a major raw material for Sipso products since the beginning,” says Dararat Piatanom, managing director of Sipso Tropical Drink, the owner of the Sipso brand. “Our challenge was how to extend the product’s shelf life without damaging the original flavour of the food.

“Research and Development (R&D) is very important for the food industry because it helps us to differentiate our products from competitors,” she adds.

In 2003, the company launched its best-selling creamy rice pudding. Later, the company extended its product line into other rice and coconut-based products, such as Thai desserts, cooked rice, rice drinks and coconut water.

“Our products are ambient,” says Piatanom.” This means that consumers can store them at room temperature for two years. They can eat our food anywhere and at anytime, just remove the cup’s lid. If they prefer hot food, they can heat it in a microwave.”

Sipso’s founder adds that the company also works closely with its business partners in target countries to adjust its food recipes to meet local preferences.

“Consumers in each country prefer different flavours and textures,” she says. “For example, we produce the rice pudding with coconut milk for consumers who do not drink cow’s milk and we serve Thai desserts with red beans for Japanese consumers.”

Currently, Sipso exports products to many countries, mainly in Europe, North America, Australia and New Zealand.

“In addition to our existing markets, we are exploring opportunities in Myanmar, Malaysia and Singapore and will export products to Japan and Poland soon,” Piatanom says. “Our diversified export markets and products help us to overcome all economic downturns, for example, when the US was down, we earned revenue from other growing markets.”

Sipso will focus more on marketing its Thai desserts, including sticky rice pudding and tapioca pudding, as it has seen the rising demand for coconut milk-based products and wants to promote Thai menus to the world.

“It’s challenging to maintain the quality of food that uses coconut milk because it spoils easily. However, by using technology, Sipso can extend the shelf life of this kind of food for two years without any preservative,” Piatanom says. “Anything is possible but we have to think differently.”

For more information, visit: www.sipsothai.com or email: This email address is being protected from spambots. You need JavaScript enabled to view it.">This email address is being protected from spambots. You need JavaScript enabled to view it.

Words by Somhatai Mosika

 

 

Tags: Food | Innovation | R&D | DITP
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