Connect with us

Thai Life

‘Brand Phuket’ boosted by northern resort alliance

Legacy Phuket Gazette

Published

 on 

PHUKET: Dissecting the term ‘destination marketing’ has proved an enlightening experience.

Wikipedia describes it as: “A proactive, strategic, visitor-centered approach to the economic and cultural development of a location, which balances and integrates the interests of visitors, service providers, and the community.”

Despite its wordiness, this pretty much sums up what destination marketing is all about.

For those not in the business (or perhaps slightly hungover) I implore you to take a moment to read it over again… very slowly.

Modern language dictates the use of acronyms, so with this in mind, destination marketing organizations can be readily referred to as ‘DMOs’. Now, isn’t that nicer and tidier? (And almost worthy of a rap group name?)

Looking north – not to Alaska or the North Pole, but up to Mai Khao Beach – we can see a DMO beginning to take shape.

It’s here that four of the island’s leading hotels – JW Marriott, Anantara, Renaissance and Sala Phuket – have teamed up for a joint-venture marketing initiative.

Screaming the hackneyed mantra “location, location, location” from the rooftops, these hotels are intent on drawing tourists to one of Phuket’s emerging tourist destinations.

It’s a bit like the island’s economic engine, tourism itself, humming away while a rugby scrum evolves for those looking to increase tourist numbers to their resorts.

Perhaps those clever people at Laguna Phuket, K.P. Ho and former Managing Director James Batt, were ahead of their time when setting up a destination marketing outfit several years ago.

At Laguna, Debbie Dionysius and her team have done the island proud with marquee events, including the annual triathlon and recent Ironman 70.3.

Of course big business is not a charity and Laguna has many rooms to fill, so the synergy surrounding these events increases the commercial opportunities involved for the hosts.

Taking a step back from our angst-filled lives, highlighted by petty jealousy, personal conflict and business wars, for a moment, it cannot be denied that these big events benefit Phuket on a much broader scale than just the organizers’ own self interests.

‘Brand Phuket’ remains a large fish still to be reeled in, and sometimes the voyage home takes the co-operation of different parties to land a trophy.

Recently the four leading hotels in Phuket’s north undertook the mammoth task of presenting a Culinary Arts Festival. Their general managers – Robert Lohrmann, Mark Hehir, Jason Nuell and John Ashenden – threw a big party for an entire weekend, with good results.

It was also a signal of intent and a confirmation, sent south to Laguna, Kata/Karon and even over to Cape Panwa, that event-based tourism remains a team game.

The fact remains that it’s the private sector that must be brand champions for Phuket’s tourism market.

The task of drawing visitors to the island, entertaining them and inspiring them to return, is not an easy one. And the new northern resort group have set the bar just a bit higher – and hopefully more events will find a home in Phuket.

This article was contributed by Bill Barnett, Managing Director of Phuket’s c9 Hotelworks. He can be contacted through www.c9hotelworks.com.

— Bill Barnett

 

Get more from The Thaiger

📱 Download our app on Android or iOS
👋 Have your say on our Thailand forums
🔔 Subscribe to our daily email newsletter
📺 Subscribe / Join YouTube for daily shows
👍 Like/Follow us on Facebook
🐦 FOLLOW us on Twitter
📷 FOLLOW us on Instagram

image

Join the conversation and have your say on Thailand news published on The Thaiger.

Thaiger Talk is our new Thaiger Community where you can join the discussion on everything happening in Thailand right now.

Please note that articles are not posted to the forum instantly and can take up to 20 min before being visible. Click for more information and the Thaiger Talk Guidelines.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Archiving articles from the Phuket Gazette circa 1998 - 2017. View the Phuket Gazette online archive and Digital Gazette PDF Prints.

Follow Thaiger by email:

Thailand6 mins ago

Royal Thai Police say bitterleaf can’t cure Covid

Coronavirus (Covid-19)25 mins ago

Tuesday Covid Update: 18,901 new cases, provincial totals

Thailand46 mins ago

Air Asia technician arrested for allegedly stealing electronics

Welcome back to Thailand!

Thaiger is getting behind local businesses for the restart of tourism in Thailand - up to 50% discounts across all advertising packages!

Pattaya1 hour ago

“Pattaya Move On” reopening likely to be postponed as Covid cases surge

Thailand1 hour ago

3 metre long python caught near family’s house in Phuket

Thailand3 hours ago

Government says not to buy Favipiravir/Avigan online, says it might be fake

image
Join the conversation on the Thaiger Talk forums today!
Phuket3 hours ago

Phuket bans alcohol sales at restaurants, issues order amid rise of Covid cases

Best of3 hours ago

Top 5 Mexican restaurants in Pattaya

Thailand4 hours ago

Good Morning Thailand | New restrictions, new Red Line train in Bangkok, Covid latest

Thailand4 hours ago

Ministry of Public Health says Pfizer vaccine will be allocated correctly, others disagree

Cambodia4 hours ago

Rollout of Covid-19 vaccination for teenagers gets underway in Cambodia

Phuket4 hours ago

Man goes missing off Freedom Beach, Phuket

Phuket4 hours ago

Phuket tourism sector calls for island to be “green-listed” for foreign tourists – VIDEO

Best of5 hours ago

Phuket’s best day trips and tours

Business5 hours ago

What is so important about the Sandbox?

Thailand5 months ago

Thailand News Today | Thai Airways in rehab, All go for Songkran | March 4

Tourism5 months ago

Phuket’s nightlife. Yes, bars and clubs are still open | VIDEO

Phuket5 months ago

Thailand News Today | Covid passport talks, Thai Airways heads to court | March 2

Tourism5 months ago

Phuket Thai food treats you need to try | VIDEO

Thailand5 months ago

Thailand News Today | Bars, pubs and restaurants ‘sort of’ back to normal | Feb 23

Tourism5 months ago

In search of Cat & Dog Cafés in Phuket Town | VIDEO

Thailand6 months ago

Thailand News Today | Gambling crackdown, Seafood market to reopen, Vlogger challenge | Jan 21

Thailand7 months ago

Thailand News Today | Covid testing for visas, Business impact, Vaccine approval | January 19

Thailand7 months ago

Thailand News Today | Weekend Bangkok bombs, Thailand fires, Covid update | January 18

Thailand7 months ago

Thailand News Today | Stray car on runway, Indonesian quake, 300 baht tourist fee | January 15

Thailand7 months ago

Thailand News Today | Governor off respirator, sex-trafficking arrest, condo prices falling | January 14

Thailand7 months ago

Thailand News Today | Chinese vaccine, Thailand ‘drug hub’, Covid update | January 13

Thailand7 months ago

Thailand News Today | Bangkok may ease restrictions, Phuket bar curfew, Vaccine roll out | January 12

Thailand7 months ago

Thailand News Today | Covid latest, Cockfights closed down, Bryde’s Whale beached | January 11

Thailand7 months ago

Thailand News Today | Southern floods, Face mask fines, Thai Air Asia woes | January 8

Trending