HE Weerasak Kowsurat, Minister of Tourism and Sports, met with 16 key representatives of private sector travel trade associations and travel operators on 28 February to set a new strategic direction for promoting tourism to Thailand.

Travel trade associations play a vital role in driving the Thai tourism industry forward. In conjunction with state agencies, provincial administration offices and local communities, their involvement in strategic planning efforts and general ongoing support are critical to the successful implementation of national tourism promotion plans.

This first joint public-private sector forum, a personal initiative of the newly appointed Minister of Tourism and Sports, provided an opportunity for stakeholders to exchange ideas.

The initiative reflects the new minister’s belief that a vibrant tourism industry which is well-balanced, profitable and sustainable will benefit all involved, allowing stakeholders to enjoy their fair share of the resulting business.

The 16 participants were representatives from the Tourism Council of Thailand (TCT), the Professional Guide Association of Thailand (PGA), the Thai Boat Association (TBA), the Thai Ecotourism and Adventure Travel Association (TEATA), the Thai Tour Promotion Association (TTPA), the American Society of Travel Agents (ASTA) Thailand Chapter, the Thailand Incentive and Convention Association (TICA), the Association of Domestic Travel (ADT), the Pacific Asia Travel Association (PATA) Thailand Chapter, the Thai Hotels Association (THA), and the Association of Thai Tour Operators (ATTO), Air Asia, Bangkok Airways, Orient Air and Thai Airways International.

The new Tourism Act establishes a Joint State and Private Sector Committee on Tourism Cooperation at both local and provincial levels. This enables private sector players to fully participate in the planning and development process.

During the meeting, Minister Weerasak announced that the Thai Cabinet had designated 2008-9 both Visit Thailand Year and Thai Investment Year. The Minister of Tourism and Sports reminded all that bringing about an economic revival is a top national priority. The Royal Thai Government is currently focused on restoring confidence in the country and the Thai economy. Thailand’s tourism promotion plans must therefore reflect and support the national agenda. To achieve this goal, the minister emphasized the need for Thailand to present a single, consistent message: the promotion of quality tourism.

During the exchange of ideas, recommendations from the private sector for the Thai government and Ministry of Tourism and Sports (MOTS) were presented by the Tourism Council of Thailand on behalf of its member associations. Private sector tourism operators urged the MOTS to focus increased effort on the development of tourism sites and attractions; continue with mega-projects initiated by previous governments; provide comprehensive support to private sector operators in the areas of investment and facilitating access to investment funds; foster the development of expertise and skills for individuals employed in the Thai tourism industry; and introduce measures that will ensure effective tourism management.

Minister Weerasak assured private sector representatives that the recommendations proposed were very much in line with plans drawn up by his ministry.

The minister said that in order to facilitate the re-positioning of existing and potential tourism products, efforts are under way to compile an inventory of tourism attractions and sites in all 76 provinces of the kingdom. This will complement efforts to re-position existing and potential tourism products.

Potential tourism products will be classified into three groups — high, medium and low. This will provide a basis for further development. Destinations and attractions with excellent tourism-related infrastructure and a high level of readiness, those with clear potential, and those which support provincial tourism strategies and plans will all be given priority in tourism development efforts.

The classification of individual tourism sites will also facilitate investment promotion, particularly in attracting investment for large-scale tourism projects such as theme parks, game parks and sports complexes. The scope of investment projects will also cover the development of integrated travel networks which in turn contribute to tourism development. Such projects are ideal for promoting joint investment with overseas investors. All such developments, along with the restoration and rehabilitation of existing products, can be viewed as being part and parcel of the development of new tourism products tailor-made for quality niche market segments.

The minister also indicated that a recent cabinet decision endorsing the formation of the Committee on the Development of Air Transportation and Airports is a positive development. Entrusted with responsibility for prompt problem-solving and spearheading the development of Thai airports, this committee will expedite Thailand’s efforts to be the regional aviation hub. This will be an added plus to the kingdom’s international tourism marketing efforts.