First and only in Asia – Central Pattana targets high-end UAE customers and joins hands with UAE national CRM ‘Fazaa Card’ to mark ‘Global Elite Destination’ helping drive further tourism growth
เกริก บุณยโยธิน
23 July, 2025 at 14.26 pm
– Highlighting success by joining hands with partners around the world, such as WeChat Pay, Alipay, MasterCard, Esaad, Trip.com, Klook, KK Day and leading shopping malls around the world, such as The Shilla Duty Free, Lotte Duty Free Korea and Daimaru Japan, etc.
Central Pattana plc, Thailand’s No.1 real estate developer and operator of Central shopping centers nationwide, is reflecting on its strategy of success to become the ‘Global Elite Destination’, targeting high-end customers from the Middle East and has announce a major collaboration with Fazaa Card, the largest national CRM program of the United Arab Emirates (UAE), a premium membership card established by the UAE’s Ministry of Interior with over 1.5 million members. Central Pattana is the first and only shopping center developer in Asia to enter a partnership at the ecosystem level with a UAE national-level partner and is offering special privileges at centralwOrld, Central Village and Central Phuket, which are located at top tourist destinations. Central Pattana aims to help further stimulate the economy and tourism and intends to expand this partnership nationwide in the future.
Dr. Nattakit Tangpoonsinthana, Chief Marketing Officer for Central Pattana plc, said: “The Middle Eastern tourist group is a high-value and high-potential market for Thai tourism. In 2025, the group is able to generate cash flow from their spending per trip at up to 90,000-100,000 baht. The partnership with Fazaa Card is a promising step in the Thai retail industry in driving forward the country’s tourism. This partnership also reflects Central Pattana’s success to access the ecosystem of high-end international customers worldwide, which is in line with the Tourism Authority of Thailand’s policy that focuses on attracting ‘quality shoppers’. Major members of Fazaa Card include high-ranking government officials and civil servants, investors, those who receive special privileges from the Golden Visa Card and those with high-purchasing power. There are three strategies to fuel the partnership, including:
1. Strategic Alliance with a National-Level CRM: We have established a strategic alliance with Fazaa Card, a premium membership card from the United Arab Emirates (UAE), which is a powerful network where members can enjoy special privileges from over 7,200 leading brands covering 92 countries worldwide. This is an important strategy that directly targets customers with high-purchasing power from the Middle East who have premium lifestyles and prefer to travel abroad. This alliance not only helps to accurately reach the upper-level target group, but also elevates Thailand’s potential to become the ‘Global Elite Destination’ and allows the utilization of Fazaa’s powerful CRM database and platform to design joint campaigns in order to help boost spending and further promote the image of Thai brands internationally. Previously, Central Pattana has achieved a collaboration with Esaad Card, an UAE membership card established by the Dubai Police.
2. Curated Experience for High-Spending Tourists: We have fully penetrated the premium tourist market from the Middle East by offering exclusive privileges for Fazaa Card members to deliver a superior experience in all aspects. The pilot program has been launched at our three shopping centers in three major popular tourist cities: centralwOrld, Central Village and Central Phuket. The data shows that customers from the Middle East spend up to 104,138 baht/trip on average and prefer long-term vacations of 10-12 We aim to perfectly meet their needs for most popular activities. The program started in July 2025, with the top three most popular activities being shopping, beach tourism and medical tourism. The top destinations for this group of customers are Bangkok, Phuket, and Chonburi (Pattaya).
Special privileges for Fazaa members include welcome packages with discounts of up to 40% from leading stores in shopping centers, Exclusive Lounge Access at centralwOrld and Central Village, Aquaria Phuket tickets at Central Phuket, Shuttle Bus Passes from centralwOrld to Central Village and from Central Village to Suvarnabhumi Airport, free gifts and exclusive discounts from Erb, Divana Signature Café, and Karmakamet.
Expanding Global Partnerships for Thailand’s Tourism Economy: Moving forward to strengthen our reputation as the Global Elite Destination, creating a complete tourism ecosystem by seamlessly connecting the world’s leading partners, including WeChat Pay, Alipay, MasterCard, Trip.com, Klook, The Shilla, Lotte Duty Free and Daimaru. This reflects the success of our strategy to continuously build a collaborative network with world-class partners, with the aim of further attracting quality tourists to Thailand and elevating the role of Thai shopping centers as the first and only ‘Global Destination’ definitely worth visiting.
