Thai govt's tourism revenue goal must be backed by action, say experts

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TOURISM
Govt's tourism revenue goal must be backed by action, say experts
Bamrung Amnatcharoenrit
The Nation

BANGKOK: -- Academics and tourism-industry experts have welcomed the government's plan to achieve Bt2.2 trillion in tourism revenue in 2015 to strengthen the national economy. However, it should define a clear direction to prepare for such a goal, which will need some time to achieve.

Merely one or two years may not be enough to reach the goal. Right now, it is essential that the government consider the country's readiness, especially infrastructure development, if it wants to woo a growing number of quality tourists. And more important, the government has to realise the readiness of the local community to cope with such a change, the experts said.

Speaking at "Thai Tourism Bt2.2 trillion, How to Sustain?", Dr Naligatibhak Sangsanit, director-general of the Designated Areas for Sustainable Tourism Administration (DASTA), said the country should not promote itself as a value-for-money destination if it wants to create sustainable tourism, especially revenue earnings.

From 2003 to 2012, the trend was clear that Thailand's tourism kept more focus on tourist numbers. During this period, foreign tourist numbers rose 123.44 per cent, while tourism revenue rose only 16.37 per cent. Last year, about 22 million foreign tourists came to the Kingdom.

Clearly, tourism in the country is concentrated in only 10 major destinations, including Phuket, Pattaya and Hua Hin. To increase tourism revenue, the government should look for new locations, especially in secondary provinces, to ease the concentration in the major destinations. New destinations should also be positioned clearly as a tourism product to drive spending by tourists. To that end, logistics would play a key role in getting tourists to these sites.

Naligatibhak said DASTA had also promoted a strong foundation in grass-roots tourism for its sustainability. The promotion aims to capitalise on local identity. Tourism will be integrated into communities as a way to increase their earnings. According to DASTA's data, the local community's earnings had increased 25 per cent so far.

French model

Paradej Payakwichien, former governor of the Tourism Authority of Thailand (TAT) and currently in charge of the Community-Based Tourism Office, said the government should have a clear policy on tourism management. France was an example of a country that had successfully balanced tourist numbers and revenue earnings. It has not faced congestion in tourist areas.

Thailand should understand foreign markets as well. At present, Europe is quite mature. China and India are new markets with big potential. The government should know how to attract rich tourists from those two countries. So far, they have gone to other nations because Thailand has had ongoing problems with crime prevention and infrastructure. Mega-project construction is also uncertain due to political instability.

However, some areas of Thailand show a good trend. For example, Hua Hin, Krabi and Chiang Rai have welcomed fewer tourists compared with other parts of the country, but they have earned high revenue because of the quality of the tourists they do get.

Paradej called for the government to speed up improvement of the country's tourism facilities. The rail system is an example. Even if it is old, the government can maximise its facilities as a choice for low-cost carriers.

TAT deputy governor Wilaiwan Tawitsri said her agency had tried to balance its promotions between increasing the number of tourists with earnings this year. Quality tourists are in focus. Tourism highlights attracting them include golfing, medical services, weddings and honeymooning.


-- The Nation 2013-09-06

[jalansanitwong]

Here we go again ... Thai gov talking about attracting quality tourists. What is a quality tourist ?

answer.....someone who spends 1 million baht in 10 days on cheap tacky handicrafts, cheap rubbish CD's and phones , junk watches ,overpriced bath towels and polluted beaches.

When your money is finished go home and dont complain.

Thats the Thai idea of a quality tourist.

They wont get many of them coming here.

Its the mass market for Thailand and its here to stay. Get over it K.Sombat !

I like living in Thailand but i never go anywhere near its filthy beaches. Theyre mostly 3rd rate crap some infested with stray dogs. If you want a real beach you will have to go to Australia.......expensive.

You get what you pay for.

[clockman]

We have just see recently, the quality of tourists!!!!!!!!!!!

[EyesWideOpen]

My god , could this mean finally the end of the jet ski mafia ?????

[gemini81]

Since when does Thailand have 'experts'?!

[catmac]

Constantly telling those that don't fit the "quality" model - love Jalansanitwong's criteria - that they are not wanted here, should ensure a healthy industry, eh Ms Tawitsri?

P.s. Has anyone in TAT noticed the melt down of the Indian rupee. I wouldn't put too much hope in a boom of Indian "quality" tourists.

[WhizBang]

Here we go again ... Thai gov talking about attracting quality tourists. What is a quality tourist ?

Well, there was that Russian guy that exposed himself to the 7/11 staff. He was pretty good quality. No?

To TAT, this is, in fact, the kind of tourist you ARE attracting.

Try cleaning up the country first. That means clean up all the rubbish everywhere, clean up all the scammers, clean up the police and end the massive corruption. Then, maybe, you will start to attract the 'quality' tourists you hope for.

[bigbamboo]

I can understand how TAT measures the numbers of 'tourists' (anyone recorded entering the country legally) but how they gauge the revenue is more problematic.

How much tourist cash is actually accounted for? Or do they just go by the answers given on questionaires?

[Emdog]

The "quality" tourists stay at "quality" resorts owned by "quality" buddies of those yahoos in office. It is all about feathering friends and there own nests. The money does not get down to street level vendors and the "common folk". Even these cheap package tours with tons of Russians coming to Pattaya are not helping local businesses, many of which I see closing. Face it, until you offer a quality experience for all, you are not going to get those high rollers. Better to have ten backpackers spending 500 a day and enjoying the shabbiness of it all than try to get some hiso who spends 5000 but none gets to the locals.

[Tomtomtom69]

Here we go again ... Thai gov talking about attracting quality tourists. What is a quality tourist ?

Well, there was that Russian guy that exposed himself to the 7/11 staff. He was pretty good quality. No?

To TAT, this is, in fact, the kind of tourist you ARE attracting.

Try cleaning up the country first. That means clean up all the rubbish everywhere, clean up all the scammers, clean up the police and end the massive corruption. Then, maybe, you will start to attract the 'quality' tourists you hope for.

Yes and clean up the poor image Thailand has due to prostitution, heavy traffic, pollution and of course as you mentioned, scammers, dual pricing and overcharging etc. and improve the English language abilities of Thais, improve the quality of the tourism products here and then maybe, just maybe more quality tourists will think about traveling to Thailand and associate it with quality rather than going to China, Japan, South Korea, North America, Australia and Europe where they currently travel to. Currently Thailand suffers from an image problem mostly associated with prostitution, scams, dual pricing, heavy traffic, pollution, chaos and unfortunately, quality is not part of it.

BTW yesterday an American tourist, naked, took a female Thai hostage and brought her to a 7-11 in Pattaya. Apparently he was drunk and possibly suffering from hallucinations or something as his drink was apparently spiked. Anyway, a simple search will bring up that story for you. "Pattaya" and "quality tourists" can never possibly appear in the same sentence together as Pattaya is famous the world over for it's poor, seedy and chaotic image.

[Nooky2]

Since when does Thailand have 'experts'?!

Not only that but there seems to be a lot of them. Nearly every government declaration refers to an expert.

Thailand, hub of experts!!!