But how many officials have succeeded? Will the current Tourism and Sports Minister Suvit Yodmani find a way?

So far, there are no concrete measures on how to draw more affluent tourists. But there is an interesting movement in Phuket. The Phuket Tourism Association wants to limit the number of visitors to the island to five million a year to match local resources.

Phuket can do this because its reputation is recognised throughout the world. But many other provinces can also take their own measures to welcome only the type of tourists wanted.

Surat Thani, for example, can also do so because of its natural beauty. Koh Samui was recently rated by global travellers as one of the top exotic destinations in the world. Nearby Koh Pha-ngan also boasts beautiful sandy beaches. However, the authorities have no concrete tourism plans for the island. Right now, Pha-ngan relies on the notorious Full Moon Party where troops of stoned backpackers rush to cavort all night on the beach.

The TV programme "Lum Dam" last Saturday showed a scene of two foreigners taking a leak openly on the beach.

Is this what the tourism authorities want the island to be for the next 10 years? What about the drug crimes involved and the mountains of garbage that follow cheap tourism?

Indeed, such a beautiful island should be reserved as a quiet retreat for well-heeled travellers. It is sad that not far away from the south of Thailand, Langkawi Island in Malaysia is drawing such deep-pocketed travellers, though it is a small island with beaches not as nice as ours. There, promised tranquillity, many retirees are ready to spend US$1 million (Bt36 million) for a small bungalow.

Why can't we do that?

achara_d@nationgroup.com