TOURISM : 'Amazing' once again

TOURISM : 'Amazing' once again

CHATRUDEE THEPARAT

Phornsiri Manoharn, the new governor of the Tourism Authority of Thailand (TAT), intends to promote the tourism industry to earn up to 730 billion baht by 2010 from an estimated 540 billion this year.

The TAT is also reviving its ''Amazing Thailand'' promotional slogan, she said.

''Total revenue from Thailand's tourism industry (foreign and domestic) should top 1.19 trillion baht by 2010,'' said Mrs Phornsiri, who will serve for 26 months instead of the normal four years, because she will turn 60 in 2009.

Despite the shorter term, Mrs Phornsiri pledged to lay a four-year foundation for the industry. She pledged to promote quality tourism in terms of destinations, staff, products and tourists themselves.

Multilingual staff and tour guides should be developed, she said, to help Thailand take the tourism lead in the region.

The TAT projects foreign arrivals to reach 17.65 million in 2010, up from 14.8 million forecast this year, with spending per trip rising to 41,473 baht from 36,993.

Thai tourists are expected to make 91.18 million trips by 2010, up from 81.99 million this year, generating 465 billion baht, up from 377.8 billion.

She also said the TAT had revised its 2007 marketing plan by reviving ''Amazing Thailand'' to promote the country abroad, which the private sector preferred over ''Thailand Unforgettable''.

A new logo would be ready in time for the Asean Travel Forum in Singapore on Jan 28, she added.

Bangkok Post
Friday January 12, 2007