With its deep meaning understood by heart by the Thai people, the iconic word “Nam Jai” is front and centre of the new tourism initiative that TAT recently launched in partnership with six strategic partners – Thai Car Rental Association, Pattaya Bus Co-Operative Limited, JS 100 Radio, FM91 Trafficpro Radio, Chulalongkorn University and Bangkok University.
Presiding over the launch of the “Nam Jai” project, H.E. Mr. Pipat Ratchakitprakan, Minister of Tourism and Sports, said: “The word “Nam Jai” signifies the warmth and hospitality of the Thai people. This ‘Nam Jai’ initiative aims at encouraging Thai people and everyone in the tourism industry to be hospitable hosts to all guests to our home, and also inspiring them to help protect the country’s natural and cultural assets – altogether a solid foundation of a ‘good host’ and sustainable tourism.”
The ‘Nam Jai’ initiative also forms a part of the four pillars of the tourism policy under the Ministry of Tourism and Sports, which are: better safety standards (safe); enhancing attractions (clean); promoting reasonable pricing for products and services (fair); and promoting environmental consciousness and community based tourism (sustainability), according to Mr. Pipat.
Tourism is one of the most important sectors driving the Thai economy, and has enjoyed continuous robust growth in generating high income for Thailand. The number of international tourist arrivals to Thailand in 2019 is expected to exceed 41 million people, generating 2.21 trillion Baht or constituting about 1 in 5 of the overall income of the country.
Mr. Tanes Petsuwan, TAT Deputy Governor for Marketing Communications, said: “TAT recognises the importance of being hospitable hosts to all visitors to Thailand and making the kingdom a preferred tourist destination for new and repeat visitors. Over the years, we have placed great emphasis on several activities including seminars and workshops under the ongoing ‘Good Host’ network programme.
“This newly-launched “Nam Jai” initiative is to set a revived trend for the Thai people to be inspired to extending generosity and kindness to foreign visitors, thus reiterating the famous character of the Thai people – remarkably resilient in their way of life under the “sanook” (fun) and “mai pen rai” (don’t worry about it) attitudes to not get stressed out and to be kind and hospitable towards others.”
TAT is promoting its “Nam Jai” initiative online via the Facebook Fanpage: AmazingThaiTay and www.namjaitat.com with a ‘Nam Jai power’ activity. Thai people are invited to symbolically share Nam Jai on their Instagram profile or photo and use #พลังน้ำใจไทยไม่มีหมด and #namjaithai. Outstanding photos and stories will be selected for a special music video of an all-time-hit Thai song ‘Nam Oei Nam Jai’ to reach a wider audience.
TAT also plans to organise a series of workshops and seminars for tourism stakeholders and the general public, starting with groups that are mostly likely be in constant contact with tourists including taxi drivers and guides as well as students and volunteers.