President Choksiri Rodboonpha said TPC planned to create a network of sales agents to boost its sales effectiveness.

The Thailand Elite Card, which was launched by the Thaksin government in 2003, offers huge privileges to wealthy foreign tourists, including free first-class Thai Airways travel and VIP treatment upon arrival in Thailand, plus a special five-year, multiple-entry visa. It also provides discounts at hotels and restaurants.

A lifetime Elite Card costs Bt1 million if the holder lives abroad, and Bt2 million if the holder lives in Thailand.

When launched, the card was expected to attract 100,000 holders within its first year. But earlier this year, TPC said it had just over 2,000 members and was planning to restrict membership to fewer than 7,000 as a means of delivering better service, as well as more than doubling the cost of the card. Yesterday, the number of cardholders was said to be "more than 1,500".

Choksiri said his company would hold training courses for its sales agents from 25 countries this year and then unify both its distribution system and its distribution standards.

Choksiri said TPC would train and advise country and distribution partners about the establishment of companies and enhance their understanding of the card's membership benefits in terms of recreation, medical and healthcare and liaising with government agencies.

Paitoon Pongkesorn, head of the executive committee, said Thailand was the first country in the world to offer elite membership services.

"TPC now has more than 1,500 members, mostly business operators, industrialists and investors. They're a class of people representing a potential business community," she said.

TPC is in the process of selecting additional vendors in Thailand. These include 10 golf courses, 10 spas and four hospitals. They will also become coordinating centres for immigration matters, international driving licences, visa extensions and work permits.

"TPC is also working with the Land Department in studying land ownership," said Paitoon.

Under the law, foreigners who want to buy a rai of land must deposit a Bt40-million bond for at least five years. However, she said TPC hoped to get Parliament to rewrite the law and switch the provision of the bond to buying an elite card.

Derek Murphy, chairman of a new sales agency called Thailand Elite Australia, said that his organisation had begun marketing card membership on the Gold Coast, and similar campaigns would soon begin in Sydney and Melbourne.

Suchat Sritama

The Nation

Chon Buri