Thailand Leverages Celebrity Girl Power in India
To bolster its policy of attracting more woman travellers to the country, the Tourism Authority of Thailand (TAT) recently appointing Indo-Australian former-MTV VJ Anusha Dandekar as its tourism brand ambassador in India.
Anusha won the role thanks to her love of Thailand, and the fact that she represents the demographic of holiday-makers the TAT wants to target. The announcement of her appointment was made at a press conference in Mumbai that introduced the TAT’s “Women’s Journey to Thailand” marketing campaign, which aims to boost international female travel to the Kingdom as well as celebrating Her Majesty Queen Sirikit’s 84th birthday.
“Once a negligible proportion of Thailand’s market mix and only visiting on family holidays, today women travelers represent 30 percent of our arrivals from India,” said Soraya Homchuen, director of the TAT’s Mumbai office. “We would like to scale this up to 60-65 percent by 2022. We have done this effectively before with groups and independent travelers,” she continued.
It is thought that the stylish, Aussie-born actress and VJ will appeal to young Indian women considering a vacation in the Land of Smiles. According to numerous studies in India and globally, 70-80 percent of holiday decisions are made by women. The results of a Thomas Cook study conducted earlier this year shows that 70 percent of women prefer to travel with friends as opposed to family.
Thailand is already extremely popular with young female travelers from around the world, thanks in large part to its stunning beaches and wealth of first rate shopping destinations. Thailand’s health and wellness sector – particularly its multitude of high-spend spas – are also particularly popular with female travelers. While beauty treatments like manicures and pedicures are popular, traditional Thai massage therapy is one of the most sought-after treatments.
“I have been to Thailand over 50 times during my career at MTV Asia,” said Anusha. “We shot there all the time and I’ve tried all the food. It’s one of my favourite places, and despite having visited so many times, it never gets old for me.”