TOURISM There’s a lot more on offer than the excitement of Bangkok and the lure of pristine beaches
Land of beauty offers rich rewards

Traditional oriental charm mixes with tranquil surroundings and good value for money for visitors

ourism has been one of the bedrocks of Thailand’s economic success during the past two decades. The country is blessed with mountains, pristine beaches, and a rich cultural history, and is supported by a well-developed infrastructure. Perhaps its biggest asset, though, is its people – always friendly and welcoming to their foreign guests.
Every year, the country attracts around 10 million visitors, including up to a million from the UK alone, all lured by this unique mix of modern amenities, complete with traditional oriental charm and natural beauty. As a bonus, Thailand also offers tremendous value for money for visitors from western Europe and north America.

Yet most of these arrivals travel to a fairly narrow band of destinations, centred on the capital, Bangkok, plus the numerous beach resorts dotted around the country, such as Phuket and Koh Samui.
Officials at the Tourism Authority of Thailand (TAT), the government agency that promotes the sector, believe that visitor numbers could be doubled with the right marketing efforts.
It has already been remarkably successful at putting the country firmly on the world tourism map. Its most recent international promotions – ‘Amazing Thailand’ and ‘Be My Guest’ – have helped to re-affirm the country’s position as one of Asia’s premier travel spots.

M.R. Sarisdiguna Kitiyakara, president of the Imperial Hotels Group, says overseas visitor numbers could double in five years

Away from the beaches, business is certainly good for many of Bangkok’s leading hotel chains, the sharp end of the tourism industry and a highly competitive market where only the fittest survive.
According to M.R. Sarisdiguna Kitiyakara, president of the Imperial Hotels Group, overseas visitor numbers have the potential to double to 20 million within the next five years.
The Imperial Hotels Group runs three hotels in Bangkok, plus numerous hotels and resorts across Thailand, as well as the Plaza Athénée brand in Bangkok and New York.
M.R. Sarisdiguna believes that, at a time when others have suffered, the group has been able to flourish as a result of its broad and diverse customer base. “The Imperial Hotels Group has a diverse customer base, which gives us an edge over our competitors in the region,” he says. “Had we only concentrated on the corporate arena, our profits would have plummeted. Therefore we try to manage a healthy balance between corporate and leisure business.”

He says the current focus is based primarily on leisure visitors, nonetheless, with the Imperial Queen’s Park Hotel in Bangkok boasting the largest conference capacity in the city, business travellers are still clearly well catered for. And the government and TAT are keen to capture a larger slice of the global conference and exhibitions business through the MICE (Meetings, Incentives, Conventions and Exhibitions) programme.
Certainly, it is an important initiative for the Imperial Hotels group and other leading chains. “As a top player in this area, we are certain that the MICE programme can complement our business objectives,” says M.R. Sarisdiguna.
The Plaza Athénée, a well-respected luxury hotel in central Bangkok, has likewise thrived on leisure tourists while the number of business travellers has dipped.

Hendrik Bosch, general manager of the Hôtel Plaza Athénée, has used clever marketing to attract Royal visitors

Hendrik Bosch, general manager of the Plaza Athénée, says that the hotel has been able to carve out a successful brand image in such a tight market because of clever marketing and its ability to attract high-profile visitors.
When the hotel opened for business, for example, it hosted a number of prominent weddings involving some notable dignatories. “A lot of media and high society people, as well as some Royal Family members, attended these weddings, and so the hotel’s name has become widely accepted by people in Bangkok,” he says.
Mr Bosch believes it is not only high-value European visitors will drive the development of the local tourism sector but also regional visitors from southeast Asia.
In the longer term it is the wealthy US market and China that present the greatest opportunities, however. “In the future, China will become such an important market, providing huge opportunity not only for the tourism industry, but also world class businesses,” adds Mr Bosch. “Once the American market knows more about Thailand, it will become another huge potential market.”

The Hôtel Plaza Athénée has been the attractive setting for a number of high-profile weddings

But there is much more to Thailand than its bustling capital city and the sun-kissed beaches that abound in the country. Diversification of both visitors and attractions is a top priority. The need to add value to the tourism industry is also high on the agenda.
TAT is keen to develop the idea of healthcare tourism, for example, in which the country promotes revitalising and relaxing activities in a natural and tranquil setting.
The country offers traditional Thai massage, meditation and other therapeutic treatments at a range of world-class health spas. There are also efforts to promote eco-tourism.

For mature travellers, there are even moves to promote Thailand as a retirement destination for European and American retirees, offering low cost and highly-developed healthcare facilities alongside the usual tourist attractions.
Above all, one of the prime attractions of Thailand in the modern world is the country’s long-serving reputation as a safe and peaceful destination.