Som tam, sticky rice and soccer

There are not many people lucky enough to have a career that complements their hobbies but Chatree Tangthienkul, managing director of tour operator, World Planet International, is a dab hand at perfect pairings.

The 42 year-old businessman, who's passionate about travel and sport, has worked in tourism for the last 20 years. He plays basketball and enjoys watching football, swimming and American football. He is also the man responsible for bringing international football tournaments close to his fellow Thais.

"Do what you love most and always do it as best you can was my philosophy when I founded my tour company and it still is today," says Chatree.

Chatree started his career in tourism as a local tour guide then was engaged as office staff. Once he'd picked up every aspect of the job, he set up his own tour company. That was 12 years ago and he's never looked back.

"I sell happiness. I want to see people enjoy travelling with us … having good food, a great stay, and seeing the places they love," he says.

Part of his success comes from offering something different.

"Most tour operators stick to a tried and tested formula. I wanted to do something challenging and new so my World Planet Company tour operator provides special, even gimmicky, programmes to attract tourists," he says.

From the start, Chatree has based his thinking on the four things that tend to interest people the most: music, sport, professions and hobbies. He's discovered over the years that sport tourism is the second most popular option, with profession-related tours coming in first.

"People of all ages and genders have something in common. They are interested in sport. Back when Paradorn Srichaphan was at the top of his game, trips to watch tennis tournaments were popular," he says.

Thais have long been football fans and footie fever has been increasing over the years. Chatree offered his first World Cup tour in 2002 to Japan and South Korea, the first tour company in Thailand to do so, and followed up in 2006 with all inclusive trips to Germany.

And for the 2010 World Cup, World Planet signed a contract with Fifa as a Participating Tour Operator, granting it a license to sell World Cup tickets in Thailand. That contract will end after the next World Cup in Brazil. Fifa had not granted the license to any operators in the past but after major problems with fake tickets, the association changed its mind and granted special licenses to selected tour operators, thus allowing for proper distribution of tickets all over the globe.

Although his latest tour to South Africa, which cost him around Bt300 million, didn't quite meet targets, with only 1,100 tourists out of the 1,300 anticipated snapping up the package, he says he's happy with the result.

"In my view, the tour was worth it in terms of sensibility and getting more friends. I'm not concerned if I make a profit or not. I just want people who've never seen a World Cup match in the stadium to have a chance to watch one. I want to bring the World Cup close to Thais," he says.

With the World Cup now over, Chatree is working on his latest tour - taking footie fans to watch the English Premier League, the most popular teams with Thais. The new season kicks off in the middle of next month.

His company is organising a Premiership tour to Manchester United, Chelsea, Arsenal, Liverpool, and Manchester City and this year, he says, it will be better than ever.

"Everyone can go to watch a Premier League match, but to get close to and dine with football superstars, you have to travel with us. We offer a special "Meet and Greet" programme," he says.

"You'll spend a full hour having lunch or dinner with one or two superstars at their favourite Thai restaurants."

Chatree says he's been successful in scoring a deal with Liverpool Football Club and one of its stars for the "meet and greet" meal but declines to mention names, as it's uncertain if the player will remain with the club next season. "If not, I will replace him with another star," he says.

Next year, he will skip the Premiership tour and instead focus on the European Championship 2012 in Poland and Ukraine for which he also has the license to sell tickets.

Trends in sport tourism in Thailand are gradually growing up, he says, adding that he'd like to promote the Thai Premier League somewhere down the line. Right now, he's thinking about organising a tour for the league's fans as well as trips to the Asian Games, the SEA Games and the 2012 Olympics in London.

When Chatree was young he dreamed about going abroad to watch an international football match. Today, he's not only pursuing his dreams but also making them come true for other football fans.

And although the World Cup is done and dusted for another four years and he's fresh back from Johannesburg, Chatree is still in Fifa mode.

"I woke up the other day and felt something was missing," he sighs.