TOURISM Most of the growth this year has been due to the rise in the number of arrivals from Europe
A variety of attract ions for visitors

Colourful festivals and traditions make Thailand a unique holiday destination

hailand has for many years been a major destination for tourists from all over the world and the industry contributes $6.3 billion in revenue, or 5.8 per cent of gross domestic product. The magnificent scenery, accessibility, first-class facilities, excellent infrastructure and friendly people have put this South East Asian nation firmly on the tourist map.
Year-on-year figures released by the Tourism Authority of Thailand (TAT) indicate that 7.45 million tourists visited the country to the end of September, an increase of 7.3 per cent on the same period in 2000. The TAT has now revised its growth figure downwards to less than one per cent overall as a result of the September 11 terrorist attack on the US.

Juthamas Siriwan, deputy governor of TAT, says environmental awareness is a significant factor in sustainable tourism

However, the TAT hopes to turn a crisis into an opportunity by emphasising Thailand’s neutral stance – as it is not in conflict with any other nation, it is therefore a safe destination for holidaymakers. “We have always paid a lot
of attention to tourist security,” says Juthamas Siriwan, TAT’s deputy governor. “We have tourist police to take care of the safety and possessions of every visitor.”
Most of the growth in tourism this year has been as a result of an increase in arrivals from Europe. Indeed, even in September the number of tourists from the European Union rose by 14.2 per cent. Nevertheless, current predictions are that numbers are likely to fall 30 per cent in the last quarter and the government is sufficiently worried to offer full support for the sector through tax incentives.
Finance minister Somkid Jatusripitak points out that tourism could bring in substantial income with low investment. He says that, despite international tension, those who enjoy travelling will continue to explore interesting and safe tourist destinations.

Rules and regulations for film-makers have been relaxed in another move to encourage visitors. In the first five months of this year, 178 foreign films were shot in Thailand, following the success of The Beach, and this has brought in more than $12.5 million of investment. The promotion of foreign film-making in the country contributes to job creation, income distribution and tourism promotion.
There will be more English-language signage – which will certainly ease navigation around the heaving capital of Bangkok, notorious for its difficult and often misleading street names. The government also plans to introduce tourism as a subject into the school curriculum.
Other measures include conservation, more efficient refuse collection, and additional rest areas along the motorways. “Environmental awareness is a significant factor of sustainable tourism,” notes Ms Juthamas. “The TAT is now enhancing community-based tourism in order for local communities to help protect their own environments and resources.”

Many of the country’s least-known regions offer a wide range of scenic attractions. “The uniqueness of tropical agriculture can also be a good selling point,” says Ms Juthamas. “Visitors to fruit orchards or plantations can learn about the farmers’ lifestyles.”
The convention and exhibition business also draws thousands of foreigners to Thailand every year. Thailand is among the top 25 countries, by market share, holding international conventions and exhibitions – the US tops the list, followed by the UK.
A prime location is the Queen Sirikit National Convention Centre (QSNCC), set on a lakeside in the heart of Bangkok’s business and financial zone. Built to international standards, the QSNCC opened in 1991 and is one of the biggest centres of its kind in South East Asia.

Exhibitions and conventions draw thousands of foreigners

The main hall can seat up to 5,200 people. Other halls and meeting rooms can seat from 50 to 650. It is equipped with state-of-the-art technology, and has an advanced public address and paging system. It also offers simultaneous translation for 4,000 people through cordless infrared links that can handle up to six different languages at a time.

Phensom Damapong, managing director of NCC Management and Development, says Thailand has a comparatively low cost of living plus stability

The government looked to the private sector to manage the centre’s operations and marketing, appointing NCC Management and Development, whose major shareholders include SC Asset Group, Ekamai Holding Group and the ministry of finance. The company also manages the 4,100 seater Golden Jubilee Convention Hall at Khon Kaen University in Khon Kaen province, and three centres in New Zealand.
Managing director Phensom Damapong says: “We contribute directly to the Thai economy by providing facilities to serve international events, which bring in high returns. Indirectly, the convention business has helped to increase the country’s tax revenues as well as import duties. I believe that the exhibition and convention industry plays a crucial role in stimulating commerce and employment in society as it brings more foreign exchange into the country.”

The industry is highly competitive in South East Asia, and Singapore is planning the biggest convention centre in the region, says Ms Phensom. “However, Thailand has the advantages of a comparatively low cost of living and many natural resources. More importantly,” she adds, “the political situation is stable”.
She accepts that one disadvantage is that the Thais are not as fluent in English as Malaysians or Singaporeans. But over at Diethelm Travel, a Swiss tour operator based in Bangkok, general manager Marcel Schneider points out that Thais are service-minded, and hotels are well-established and offer good value.
“What we have to concentrate on is theme tourism, such as cultural and adventure tourism, golf holidays and others,” he says.
Jeff Crowe, director of marketing at the JW Marriott Hotel in Bangkok, where most guests are businessmen, says the tourism authority’s promotional campaigns have been very effective. The Marriott chain also plans an upmarket hotel and spa in the holiday resort of Phuket. “Among the five-star hotels, about 25 per cent of customers are from the UK,” he adds.

Pongsak Viddayakorn, president of Bangkok General Hospital, has ambitious plans to create Thailand’s top hospital alliance

Top healthcare is fast becoming another attraction to bring visitors to Thailand. About 40 per cent of the country’s health service is delivered by private companies, some of which have an international reputation for their high standards. Many are staffed by doctors and nurses who have trained in the US.
Bangkok General Hospital is part of the Bangkok Dusit Group, a listed company which has 11 hospitals in its portfolio and plans to expand to 18 next year. According to the hospital’s president, Pongsak Viddayakorn, Bangkok General has an ambitious strategy to create Thailand’s top hospital alliance.
After acquiring a 51 per cent stake in the Bangkok Nursing Home this summer, it hopes to gain 10 per cent of the private hospital market. The alliance is also expected to set the country on the road to becoming the healthcare hub of South East Asia. “We plan to double our market share by expanding the hospital base and network,” adds Dr Pongsak.