• 
• 

Published on November 8, 2007

 The next government is strongly urged to help the tourism and service industry by building the country's image as a quality destination.

Experts provided strategies and suggestions at a seminar entitled "A Mission to Drive Under the New Government - Tourism and Service Sector" organised by the Nation Multimedia Group early this week.

Siam Paragon Development executive chief marketing officer Kriengsak Tantiphipop said that if the government wanted to succeed in the tourism and service sector, it should revise Thailand's image by promoting it as a premium destination instead of a cheap place. Meanwhile, he urged the next government to go overseas to tell tourists and tour operators about the new focus.

One key measure to success is developing Bangkok as a shopping paradise. Although the project has been implemented for years, it has not really been a success when compared to major shopping cities like Hong Kong, Singapore and Kuala Lumpur.

"This is the way to get five-star tourists," said Kriengsak.

He said average tourist spending in Thailand was Bt3,000 per day, very much lower than Hong Kong, where tourists spend Bt150,000 in three days or Bt50,000 per day.

"Hong Kong and Singapore are offering zero VAT for luxury goods so that tourists can enjoy shopping at prices 10 to 20 per cent cheaper. Even in France, tourists get prices 30 per cent lower than in Thailand," he said.

The government should encourage Thais to spend money in the country, rather than outside, he added

Wichit na Ranong, honorary president of the Tourism Council of Thailand, called for the government to reconsider the policy of using dual airports in Bangkok.

He said international tourists were complaining that transfers between Don Mueang Airport and Suvarnabhumi Airport could take hours. The distance between the airports is a problem for travellers.

"Aviation policy is changing all the time. This has led tourists like the Japanese to voice their problems to travel operators," said Wichit.

The Tourism Council maintains that the government should use Don Mueang for charter flights or other purposes, not as a second airport.

Wichit said the new government must rebuild deteriorating tourist destinations in order to reclaim trade. It should also seek to encourage cooperation between agencies and the private sector

"The past governments never listened to operators who specialise in the industry. This is the root of the problem," said Wichit.

He suggested that the government appoint a qualified tourism minister. The minister would need to manage a budget well and be a good supporter of the industry.

Thai Hotels Association manager Sakkarin Chorsawai called for the government to revise regulations that led to a slowdown in the tourism industry's growth, such as the recently enforced time limits for selling alcohol in hotels. The ban is causing food and beverage revenue to turn sluggish.

While tourists are confused about this rule, they might prefer to cut the length of their stay in the Kingdom.

"Hotel operators say this is an awful law and it is destroying the whole industry. So we need a tourism minister who dares to protect our industry, " said Sakkarin.

The association wants the government to set up a war room to monitor negative issues.

The overall hotel industry is growing, particularly in Phuket and southern Thailand, but many hotels in Chiang Mai and other provinces are in trouble because of fewer visitors. Hotels outside Bangkok and the South are down to filling only 10-20 rooms per night - the lowest rate ever.

The Association of Thai Travel Agents (ATTA) recommended that the government improve human resources to enhance competitiveness with other countries.

ATTA treasurer Surapon Sritrakul said the next government should study tourism plans and how they succeed or fail so that it could make adjustments or add developments in the right direction.

ATTA also urged the government to implement electronic visas on arrival instead of a manual system because electronic visas are faster and more efficient. Moreover, the government should extend work permits for foreign tour guides, in particular for Koreans, Russians and Arabs.

"To reach the ultimate goal, ATTA calls upon the next prime minister to handle the tourism industry himself instead of a non-active person," said Surapon.

Dr Sinn Anuras, group medical director of Bumrungrad International, said hotel and medical services would grow in the long term because the cost of an operation in Thailand was six to eight times lower than in European countries and was also cheaper than Singapore and Hong Kong.

According to Sinn, more than one million clients from overseas came to Thailand last year for medical check-ups and operations. The number is expected to grow this year.

"However, the country is facing tough competition from Singapore and Malaysia, who are trying to turn themselves into regional medical hubs," said Sinn.

Paiboon Pilum-owad, president of spa operator Aroma Vera, recommended that the government issue spa laws to control operators and improve service standards.

He said more than 250 operators had registered for the spa business, but many had phoney expertise and ran sexual services that caused tourists to misunderstand spas in Thailand.

He also asked the government to use international standards like ISO to control service quality. Moreover, there should be a spa centre that provides information and consults about investment in the spa business in Thailand.

"I believe that the spa and health-care business will grow in the long term but the government should control services and standards," said Paiboon.

The panel also suggested that the government take more opportunities from the issue of global warming.

Wichit said the number of ski resorts in cold countries was becoming fewer, so more tourists would head to beach resorts instead. "This is an opportunity for Thailand to attract more visitors," he said.

Paiboon said global warming was bringing more chances. He suggested that northern and southern regions should promote hot springs, eastern provinces sea spas and health treatment, and the central plains cultural destinations.

Suchat Sritama

 The Nation