Guru Speak

Why do I make such a strong assertion? My argument is based on the three "S's" - "Sun, Sand and Service".

Thailand's natural and his¬torical sites are undoubtedly among the world's top travel destinations.

However, what truly differ¬entiates Thailand from other locations is our welldeveloped infrastructure that provides rel¬atively convenient access to our beachfront and mountaintop retreats.

This is not by chance; rather it has been deliberate government policy.

With considerable foresight, the government established the Tourism Authority of Thailand back in 1960 to actively pro¬mote tourism.

The tourism industry has always been positively perceived for its direct and indirect contribution to our economy, and with good reason.

In 2008, the net surplus income from tourists accounted for more than Bt400 billion, roughly 4.5 per cent of GDP.

The figure is much higher if supportive industries, like banking, health and beauty, and transport, are incorporated.

Besides our Godgiven beaches and coastlines, together with well-developed infrastructure, what further distinguishes Thailand from rivals such as Bali or the Maldives is our people.

Our service culture reflects the very essence of Thai culture. In a nutshell, Thais are naturally polite, gentle, caring and hospitable.

The warmth of our service personnel is unmatched elsewhere. International awards and travellers' testimonials only reaffirm Thailand's rightful place as one of the world's top travel destinations.

These reasons make me feel confidant that the current slowdown in the tourism industry is only fleeting.

Having said that, in the short term I think we should give the industry a helping hand, by encouraging domestic tourists to travel in and around Thailand to help lessen the impact of the unfavourable global environment.

In the medium term, to sustain our competitive clout, both the public and private sectors must ensure that Thailand remains a safe and welcoming destination for both local and international travellers.

Assisting the industry now will help take us through the current lean times to a brighter and more prosperous future.