ASIATIQUE THE RIVERFRONT announces its readiness to be an Asia Travel Destination

General Press Releases Friday August 17, 2012 11:02
Bangkok--17 Aug--4D Communications

ASIATIQUE THE RIVERFRONT announces its readiness to be an Asia Travel Destination, after attracting 60% more local and foreign tourists each month - building its momentum in international circles and readying marketing activities throughout the year

ASIATIQUE THE RIVERFRONT delighted tourists, both Thai and foreign, exceeding expectations in just four months after its launch. There have been more than 2.4 million visitors, and it is expected to attract as many as 7.8 million people in late 2012. It is also readying a strategy to become an Asia Travel Destination and a landmark of the city of Bangkok, with the goal of becoming a World Class Travel Destination within 2013.

Mr. Napat Charoenkul, Project Director for ASIATIQUE THE RIVERFRONT, revealed that after its official launch, ASIATIQUE has been ranked on the website of painaidee.com (www.painaidii.com) as the number one shopping venue and tourist attraction in Thailand over the past four months. It also received a review on the global website CNNGo as a riverside attraction that many people have fallen in love with. As such, ASIATIQUE is clear that its marketing strategy, comprised of 3 major aspects, is working well.

The first aspect is the retail theme with much historic value. About 120 years ago, the land that ASIATIQUE occupies was a warehousing facility. Using historical facts, the development incorporates restored and new buildings, allowing visitors to experience days and stories of yesteryear on a prime waterfront locale. With a 300 meter long promenade adjacent to the Chao Phraya River, ASIATIQUE is also located on a river bend, allowing for the most beautiful night vistas.

Another aspect is that the shops, restaurants, and activities are in line with current lifestyle trends, imparting a real night market feel. A variety of products are offered at reasonable prices. Products suitable for both Thais and foreign tastes. As for the more than 45 restaurants and bars, they are well known establishments in Thailand with few or no chains. Entertainment is not of the usual variety that can be seen anywhere else; such shows include Joe Louis puppetry and Calypso Cabaret. There is also a space for large events, the only place in Bangkok along the river with such capacity. These main factors have led to ASIATIQUE’s success in such a short period of time.

“During the past four months, over 2.4 million tourists traveled to experience the wonder of ASIATIQUE. We have had to adjust plans to accommodate the steadily increasing number of visitors. The car park is being expanded to an area on the opposite bank for an additional 1,000 cars. Air and ventilation systems are being improved in all warehouses to make the atmosphere more comfortable in the shopping areas and throughout the development. Services are being upgraded in order to meet World Class Travel Destination standards in 2013. Total revenue in the first year is expected to be 250 million baht; 80% of the revenue comes from store rents and 20% from event space rent,” said Mr. Charoenkul.

Mr. Dhwat Sommanobhat, Head of Marketing and Public Relations of ASIATIQUE THE RIVERFRONT, commented on the responses from visitors, saying, “Customer feedback has been very good. We initially expected about 10,000 people a day on weekdays and 20,000 on weekends, but during the past four months, we have seen crowds of 15,000 to 20,000 on weekdays and 50,000 to 60,000 people on the weekend - about 2-3 times more than the anticipated. This has positively affected the businesses, especially the restaurants. And it has clearly boosted sales for the retail stores. We expect it to be very busy in the last quarter of the year during the High Season. The ASIATIQUE marketing team strategy is to push Theme Retail as a major selling point. There will also be the introduction of various activities to generate buzz and build on the momentum, drawing new customers in and keeping repeat customers from being bored. And we plan to soon add to the project, developing even more amenities on more than 50% of remaining land available.”

“In the beginning, Thai customers accounted for up to 90% of visitors. Foreign visitors have increased significantly - either in the form of private tours or individuals. The proportion of Thais and foreign tourists is about 50:50 on weekdays; from Friday to Sunday, it is 65:35 respectively. International visitors are from Hong Kong, China, Japan and ASEAN nations. We expect that when the Calypso Theatre and ASIATIQUE Theatre are fully open, the number of visitors from Europe will significantly increase. We received strong support from the Tourism Authority of Thailand and were authorized to use the “Amazing Thailand” logo. The ASIATIQUE marketing team also participated continuously in road shows, presenting the project to target markets in China, Japan, India and Europe. We also have the support of ATTA in terms of reaching group tours, and PATA in reaching out to the MICE sector in Europe,” Mr. Sommanobhat said.


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