The Tourism Authority of Thailand (TAT) plans to take over management control of its wholly owned subsidiary Thailand Privilege Card (TPC), focusing on quality services rather than marketing activities.

Tourism and Sports Minister Suvid Yodmani yesterday said the agency would add two more representatives as TPC board members,

joining Phornsiri Manoharn, the governor of TAT, who was the only TAT member at present.

A TAT source said the agency was considering appointing Pradech Payakvichian, adviser to the authority and a member of the National Legislative Assembly, and Pensuda Praiaram, deputy governor for tourism products and who used to handle administration and personnel, as board members.

The TAT is also preparing deputy governor for administration Santichai Euerchongprasit as an alternative.

TPC was set up during former prime minister Thaksin Shinawatra's time in office and has been attempting to sell Thailand Elite Cards to foreign millionaires. It is a wholly owned subsidiary of the TAT.

"The Cabinet has approved the further operation of TPC, so the company will be going ahead, but it needs more careful management," said Suvid.

He added that as the owner, the TAT should have more power and rights of management in TPC than in the past.

Phornsiri said once TPC's management reshuffle was complete, her agency would be more involved in the subsidiary.

The TAT will focus on services rather than marketing activities in order to give members better services. Call centres and other service units are the first priority for improvement. Meanwhile, the TAT will decrease marketing and promotion activities.

"TPC now has 2,400 members and that is a big number. We needed to improve our services for them," said Phornsiri.

Moreover, the TAT will reduce operating costs at TPC and cut unnecessary expenses.

Phornsiri also said the authority planned to encourage tourism from both overseas and domestic markets in the second half of the year through more activities and promotions.

It plans to launch an advertising campaign under theme of "Welcome to my Country - Thailand", through BBC broadcasts in the Middle East, Asia, Pacific countries and Australia. The TAT is spending Bt20 million producing the commercials, which are scheduled to run from next month to September.

The TAT also plans to set up offices this year in Moscow, Ho Chi Minh City and Dubai.

The agency will also launch a domestic promotion to run nationwide from July to October. Travellers' guide books are to be released and holders can get discounts on products and services worth up to Bt50,000.

Suchat Sritama

The Nation