But in recent years there has been a growing feeling that the performance of Thailand, one of the world's major tourist destinations, is slipping in the face of stiff competition from other countries.

According to caretaker Tourism and Sports Minister Pracha Maleenont, the country's share of the international tourism market shrank from 9.3 per cent in 2000 to 8.6 per cent in 2004. The average amount spent per tourist per day also fell significantly. The minister stressed the importance of Thailand reclaiming its market share while at the same time boosting tourist spending.

This is not easy to do given the fact that many countries around the world, including emerging competitors in Southeast Asia, are now capitalising on tourism as their cash cow. Many of them are targeting the same groups of international visitors that Thailand is after - from budget-conscious tourists to high-spending holidaymakers.

Government tourism development planners, promoters and members of the tourism business community who met earlier this week to map out a tourism master plan agreed that Thailand had to redouble efforts to sharpen its competitive edge if tourism growth was to be sustained. The general consensus was that Thailand must continue to cater to mass tourism while at the same time increasing its ability to corner visitors from the higher end of the market, such as business travellers in the MICE (meeting, incentive, convention and exhibition) category, as well as develop niche markets such as spa visitors, golfers, shoppers, honeymooners and senior tourists.

Even in the most favourable circumstances, it is a difficult task to achieve. It does not help that there is continuing tension and lack of close coordination between the Ministry of Tourism and Sports and the Tourism Authority of Thailand (TAT).

The ministry is supposed to be in charge of development of tourism infrastructure while the TAT concentrates on marketing activities. Unfortunately, while such division of labour presents a clear-cut scope of responsibility it is also the source of friction, particularly competition for government funds, which gets in the way of policy coherence and efficient implemention of a tourism master plan. This cannot be good, as Thailand has to compete in a highly volatile global tourism environment, beset by fears of economic slowdown, terrorism, rising transport costs, natural catastrophes and outbreaks of infectious diseases.

It also does not help that TAT's policy has always been geared almost entirely towards marketing that involves the development of various new tourism products and creating business opportunities for specific groups of well-connected business operators at the expense of good stewardship of the overall tourism industry.

The Ministry of Tourism and Sports also has a problem, with its lopsided approach that emphasises tourism development projects involving exploitation and commercialisation of natural resources while neglecting to take good care of the environment.

Without an effort to ensure sustainable tourism development, Thailand will soon find that some of its major attractions, which have until now been like the goose that lays golden eggs, have deteriorated and fallen into disrepair. Serious consideration must be given to renewal and upgrade of tourism facilities and rehabilitation of the environment.

Operators of tourism businesses also have an important role to play. They must ensure the right balance between commercialisation and conservation by incorporating social responsibility in the way they conduct their business.

The government must put more money into preservation of the environment and natural beauty that attracts tourists in the first place. Unless Thailand finds an innovative path to more sustainable tourism development, the prospects of its tourism industry will not be very promising.