Sukhothai Stakes Claim For Share Of Tourism Pie

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Sukhothai stakes claim for share of tourism pie
BAMRUNG AMNATCHAROENRIT
THE NATION
Sukhothai



SUKHOTHAI: -- Sukhothai is well known among Thais as a province rich in historical sites, underscoring its importance for cultural tourism. The 775-year-old city, however, has never reaped maximum benefits because tourists, especially locals, choose to make only a short visit there and go somewhere else for their overnight stay.

This is an issue that has worried the local community for a long times. They believe their province is second to none in Thailand as a tourist site, offering unique travel from holidaying amid natural beauty to gaining knowledge of our civilisation from the historical ruins going back to the golden days of the Sukhothai Kingdom, especially the reign of King Ramkhamhaeng the Great.

Things are starting to change, though.

Led by Sukhothai Governor Sumitra Srisombut, the local community and business sector are making joint efforts to more aggressively promote Sukhothai Tourism Year 2012-2013, with a marketing budget of at least Bt10 million. They made a strong commitment on Thursday evening last week. Her mission is to lure tourists to stay here at least two nights.

"Sukhothai is a diamond for tourism in Thailand, but it is hidden in the mud. It's time to let it shine by publicising it. In tourism development, however, the city must be kept unique and traditional for cultural orientation,'' she said.

Sumitra was appointed as the province head in November last year. She has started to promote tourism to boost the grassroots as a way to lift the living standards.

Today, the province, with a population of 615,000, mainly earns its income from agricultural output, resulting in being exposed to the risk of price fluctuations annually. Income per head per year is about Bt60,000, putting the province at more than 50th in the country's rank in term of income earning.

The province has enormous potential for tourism, thanks to two World Heritage Sites - Sukhothai Historical Park and Si Satchanalai Historical Park. The two sites were registered with the United Nations Educational, Scientific, Social and Cultural Organisation in 1991 and have gained worldwide popularity.

Sumitra plans to cash in on this advantage by promoting Sukhothai as a World Heritage travel hub in the region. Foreign tourists will start their trip here before going on to other regional heritage sites.

Last year, 800,000 tourists visited Sukhothai. Of the total, 70 per cent were Thais and the rest foreigners. Total tourism revenue totalled Bt1.5 billion.

She expected the tourist numbers to increase to 1 million by the end of this year. In 2014, the number will climb to 2 million, with estimated total tourism revenue of Bt2 billion. Income per head in Sukhothai is expected to increase at least 10 per cent by the end of this year. Tourism will create new jobs, not only boosting hotel occupancy rate, but also restaurants, souvenirs, and transport.

Saratwadee Asasupakit, director of the Sukhothai office of the Tourism Authority of Thailand (TAT), said this is the first time the province is defining its clear direction on tourism.

Saratwadee said current facilities in the province may not be enough to serve the growing number of tourists. Currently, there are 2,000 rooms in total, including guesthouses. Big hotels have a maximum of 80 rooms. Increasing room supply will help secure its tourism in long term.

Today, the province is looking for ways to achieve its mission. It is trying to become more colourful, with illumination. Light and sound shows will be organised regularly to welcome tourists.

Major events will be held every month throughout the year. Coffee corners with Wi-Fi service will be added in big numbers, while hotel operators will have to do business more strategically by offering promotions to boost occupancy rate for the whole year. At present, occupancy averages 70-80 per cent.

Abroad, Sumitra will use her connections to approach ambassadors to put Sukhothai on the tourism map in their countries, as well as promote it in Nara, Japan, and Xi'an, China through cooperation between the two cities. Both have World Heritage sites.

Sumitra has taken on a huge challenge in the last phase of her term as governor before she turns 60 next year.


-- The Nation 2013-04-01

[Ianatlarge]

Suk is a pretty town and the archaeological sites are great, but there will have to be a sizeable increase in infrastructure before the town could deal with more tourists.

[johnnynmonic]

yes, nice town, but aside from the old city, there really isn't much to attract tourists. Seems like for the most part they stop off for a few hours, and either move onward, or go back to stay in Phitsanulok.

[chiang mai]

The family is from Sukhothai hence I've been there probably fifty times over the past ten years, there's nothing there, only in recent times has a halfway decent hotel sprung up. Anyone who can find Dream Cafe will get some decent food, everyone else will get the ususal Thai fare, breakfast at the Pai lin hotel is to be missed at all costs. The only reason that they see so many tour groups is that it provides a convenient and inexpensive stop over between Bangkok and Chiang Mai, the history park, zzzzz!

[SiggiCM]

wow typical thi mathematic, increase in 1 year from 1 million to 2 million tourists who stay 2 nights,

so lets calculate:

now 2000 rooms, but for 2000000 people stay 2 nights (in shared double rooms) no siingle tourists they need 6000 rooms

by a 100% booking sitiuation, if we calculate 70% booking what is very good and reachable they need 8300 rooms

so hurry up and built guest house and hotels until end of year to get the missing number of 6300 rooms

[Payboy]

promoting Sukhothai as a World Heritage travel hub in the region

Hubba Hubba

[WhizBang]

I have not been to Sukhothai in many years. From what I remember, not much there (outside the historical sites), and precious few hotels.

Also, Sukhothai should be careful in what they wish for. Unbrideled development will spoil the quiet nature of the city, not to mention pushing prices up, for everyone.

Better to be a quiet jewel off the beaten track, than the center of tourism.

[Locationthailand]

Ask Yingluck to entice some investor to build a 400 room hotel. She has the little black book...

Edited April 1, 2013 by Locationthailand

[HeavyDrinker]

The problem with poor old Sukhothai is that it lacks the more prominent 'grandeur' of Ayuttyha not to mention it's geographical isolation from the tourist trail.

Unless you really are a History buff, there is little to keep anyone there for more than a day which for me is a crying shame as the Historical Park is one of Thailand's true gems.

What they need first up is a good film made about the era to first revitalise the Thai interest in the area as Suriyothai and later Naresuan did for Ayuttyha.

When I read the above, it seems to be merely based on wishful thinking from the Sukhothai authorities and seems filled with almost resignation, which is a great shame as they obviously have a deep love for their town (and rightly so) but what is really needed here are alternative attractions to drag the tourists in over merely the ruins themselves.

While they lack the spectacular ruins of Angkor, I feel they could/should learn a lot from how the authorities in Siem Riep turned their town from a sleepy backwater with a sluggish river flowing through it (and a market with more guts than a Sam Raimi film), into the cosmopolitan place (and highly efficient tourist destination) it is today.

In SR they saw the bigger picture and made the town a nice place to hang out in it's own right. There may be a lesson in that for Sukhothai.