Tourist numbers visiting Thailand have increased 1,400 per cent in the past three decades. The country has been among the top destinations in Asia for international visitors for a long time.

But the writing is on the wall. Travellers have a lot more choice these days. So the country is looking to attract visitors from its own backyard to keep the cash registers ringing.

The Tourism Ministry's job is to sell Thailand to the world as a happening destination. In other words, it has to keep the multi-billion-baht industry healthy.

It does this through destination marketing campaigns, advertising and public relations, marketing and sales promotions and participation in international travel-trade shows.

In tandem with the sales pitches, it is endeavouring to have the industry - from five-star hotels to guides - meet professional standards and practices in accordance with new legislation.

The ministry sends its people into the field to see these standards are complied with.

And, on top of all this, minister Suvit Yodmani is preaching an ethos of efficiency, transparency, fairness, cooperation and coordination.

To keep the Kingdom fresh, emphasis is being placed on the development and conservation of tourism assets and enhancing quality so that it can attract top-end visitors and quality tourists.

To keep its reputation intact, it is clamping down on notorious, so-called "zero-dollar" or "zero-cost" tours. These are packages purchased by Asian and other visitors in their home countries. Operators work on razor-thin margins to keep things cheap. Railroading the unsuspecting holidaymakers into shops where the unscrupulous shift quickly into hard-sell mode makes the money.

Although the growth in visitor arrivals will be more gradual, those that do come will be impressed by the quality experience, the government hopes. It is banking on more repeat business and foreign investment.

The ministry is demanding standards be maintained so that visitor confidence is increased through fair pricing and improved security.

The Amazing Thailand campaign this year set an arrivals target of 15 million international visitors. These people are expected to generate revenue of Bt547.5 billion, or Bt36,500 each.

Next year the country is looking to be the tourism capital of Asia and attract 20 million visitors generating revenue of Bt789 billion - that is Bt39,450 a head.

The latest strategic plan is determined to move the country out of the low-price trap and into the realm of a paradise. The next campaign will hawk the Kingdom as "Happiness on Earth".

Meanwhile, back at ministry headquarters, number-crunchers are seeking a balance between supply and demand. The ledger is demand-heavy at the moment, they say.

In 1973, one million visitors came to Thailand. They started venturing out of Bangkok and into seldom-seen parts of the country. Word spread, and 34 years later that number has grown to 15 million - a 1,400-per-cent increase.

Consequently, tourism development became integral to National Economic and Social Development Plans from 1977. The country did not want to kill the goose that laid the golden egg.

Tourism Authority of Thailand offices around the world are now geared towards stimulating consumers to spend more here. They have to meet targets to justify funding.

This will lead to aggressive promotion of shopping, for example, through joint promotions with retailers and shopping complexes. There is also an emphasis on "wellness" and spas and other holiday activities.

But when it comes to keeping the international visitors buying tickets, the ministry and its people are convinced the most important consideration is the creation of a clear, appropriate and potentially long-term brand image; solving the growing problem of zero-cost tours, boosting low-season numbers, improving transport and stressing links with Greater Mekong Subregion.

Minor Group chairman and chief executive William Heinecke said tourism in the whole region was expected to grow due to low-cost carriers, the booming exhibitions trade, new products, 300 airports and massive infrastructure development.

Thailand can expect competition from China, Indochina and India.

Suchat Sritama

The Nation