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Published on September 25, 2007

The campaign is aimed at encouraging locals to celebrate the 80th birthday of His Majesty King and support his sufficiency-economy philosophy.

It runs from now to the end of December, the month of HM the King's birthday - December 5 - with celebrations sponsored by the TAT, the Tourism and Sports Ministry and the private sector.

TAT governor Phornsiri Manoharn said the agency wanted to promote Thai culture and preserve traditional ways of life both in the capital and upcountry.

She said the TAT had introduced its first project in Bangkok: "Love the Chao Phya River". The project is aimed at encouraging Bangkok people to keep the river clean and reduce environmental problems, particularly water pollution. Moreover, it will promote environmental awareness among tourists to the city.

Phornsiri said the TAT planned to add reforestation, energy-saving, river-protection and beach-cleaning activities in the future.

"The TAT will promote these activities through its offices around the country," she said, adding that the TAT would launch a book featuring HM the King's long record of environmental work.

Last year was a very special year for Thailand, with the commemoration of the 60th anniversary of HM the King's accession to the throne, confirming his status as the world's longest-reigning monarch.

This year will mark another milestone in HM the King's life: his 80th birthday.

It is important for visitors from all over the world to know and better understand the work of HM the King, because his philosophy and policies have universal value, Phornsiri said.

The 1997 economic crisis made Thai citizens aware of the vulnerability of the country's economic foundations and the problems associated with heavy reliance on foreign investment, technology and markets.

This led to serious attention being given to the study and analysis of HM the King's address on the topic of the sufficiency economy.

Association of Thai Travel Agents president Anake Srishevachart said the campaign would encourage not only locals to participate in the events, but also international tourists, while boosting the Kingdom's tourism industry overall.

"It is a special campaign that we expect will draw tourists into the Kingdom, " said Apichart.

 Suchat Sritama

 The Nation