PATA is renewing the call for a Thailand tourism recovery campaign that seeks to rebuild international consumer confidence.

"We believe that we must rebuild international confidence in Thailand as a destination that already offers tremendous value. As we now enter the low season, hotel rates are extremely competitive. We prefer to see an image building campaign, rather than a strategy based on product discounting. We are also advising hotels to add value to room rates by including free wi-fi, breakfast etc, rather than simply slash prices," says PATA CEO Greg Duffell.

"Until tour operators have the confidence to send their clients to Thailand, and tourists/business travellers feel confident that they will enjoy an uninterrupted trip, price cutting alone will not bring back the numbers," he adds.

"Our long-standing and much respected role as industry advocates means that we have a duty to advise our members on how best to address major issues and crises. This applies in equal importance to all member categories, and I know that TAT Governor Suraphon Svetasreni appreciates our frank, open and honest assessment of what now needs to be done to restore confidence and to support those employed in travel and tourism across Thailand."

PATA, working in tandem with the PATA Thailand Chapter and its broadly-based membership, continues to advise the Tourism Authority of Thailand on recovery strategies and has also met today (Wednesday 2 June) with the Bangkok Metropolitan Administration to discuss issues affecting the capital city.