ATTA public relations director Adit Chairattananont, who is responsible for the Miracle Thailand Card, said that despite the wobbly launch earlier this year, the new card will eventually have a strong impact in international markets.
He explained that the wobbly start was “due to difficulties securing discounts from sponsors and because finalising the agreements took longer than anticipated.” However, he added, “Sales have just started to pick up last month.”
The Tourism Authority of Thailand signed a Memorandum of Understanding on March 22 with Krungthai Bank to issue the debit card. ATTA is assisting with promotion through its travel agency members to reach bona-fide tourists before they arrive in Thailand.
“So far, the feedback from association members has been fine. However, we need to give more information on processing so they can help to promote the card to their clients overseas.”
Mr Adit said, “Asian travellers were the main target, particularly India, China, Vietnam and Indonesia.”
However, there have been no reports so far on how many cards the association has sold through its members.
The Miracle Thailand Card reduces the need for travellers to carry cash during their holiday in the Kingdom. They buy the card and deposit up to B30,000 cash in a linked ATM account.
It also offers extra value in the form of discounts at leading shopping malls and tourist spots, as well as medical and life insurance cover in the case of an accident.
The biggest benefit is the life insurance cover for foreign tourists. If there is a fatal accident, the family or next of kin will receive compensation of B1 million from the insurance firm underwriting the card project.
The card will also include a seven-day personal accident insurance scheme of up to B10,000 for outpatient treatment and B500,000 for inpatient treatment.
“If tourists are involved in an accident they can present the card at any of 260 participating hospitals across the country.”
It will also function as a debit card, allowing travellers to buy items up to the limit of cash in the account supporting the card.
An official from the Krungthai Bank Marketing Strategy Department told TTR Weekly that 30,000 cards had been sold to international travellers. No details of the ATTA-related sales were given.
“Since the start of the campaign in March, the life and accident insurance cover attracted the most interest followed by the shopping discounts linked to the card,” the official said.
Japanese and Chinese were the main card customers, the source added.
“Because of the positive feedback, we will expand the card’s use to delegates attending events including spa and medical market [shows] next year.”
Travellers can buy the card on arrival at the ATTA counter at Suvarnabhumi Airport, or at Krungthai Bank Currency Exchange booths or Tourism Authority of Thailand offices nationwide.
The basic card costs B100 or B50 for ATTA members who sell cards on to travellers. The card is valid for use from now until December 31, 2012, but there are plans to extend the card beyond that date, depending on feedback from the market.