Ignorance is hindering sales

Confusion and “hazy” geographical knowledge is hindering a bounce-back in bookings to Thailand.

At a Tourism Authority of Thailand and Travel Weekly-hosted forum in Phuket last weekend, UK trade delegates admitted ignorance among agents and consumers was partly to blame for current poor sales.

Thomas Cook Signature managing director Joanna Edmunds said: “We have to be realistic – the levels of knowledge are not what we want them to be. Geography in the UK is hazy at best and the public’s not necessarily clear where Phuket is. We’ve got a real job to do in terms of education.

“There are lots of agents who are very familiar with Thailand but plenty who do not have a very good understanding.”

Read the full story in this week’s Travel Weekly.