Image and quality to the fore in Kobkarn's one-year tourism reform plan

The minister, meanwhile, said she was ready to work with private and public organisations to develop new attractions in second-tier provinces, as these would attract many repeat visitors and generate income for remote communities.
Kobkarn was chosen about two months ago by the military government to help restore a tourism industry that had been badly hit by the preceding political chaos. The hope is that she will also reconstruct key elements of the sector for long-term growth.
The ministry is set to kick off the first step of the one-year reform plan within the first quarter of next year by announcing a master development plan and strategies for the industry.
An action plan will follow in the second quarter, and full implementation will take place over the remainder of the year.
“I’m now travelling across the country, compiling information and the needs of local people. I have already been to Phuket, Surat Thani and Sukhothai. My next trip is to Nan province in the North for the same purpose,” she said.
Overseas trips, including upcoming visits to Japan, China and the United Kingdom, will also help her gain information about the situation outside the country, and about foreign tourists’ preferences, she added.
The minister said the ultimate goal of the reform was to transform the Kingdom’s image from one of being a sex-trade destination into a country offering culture and beautiful natural resources.
Meanwhile, there is a need to change tourists’ perception of Thailand as a cheap destination to one of it being a “quality” destination, she said.
One of the plans is for Pattaya, which is faced by many problems, from an oversupply of hotel rooms to its nightlife and prostitution market.
“Pattaya is a good place for a pilot project for change. It could be turned into a world-class sports city. I would love to see more world water sports and other events in the city, as well it being a home for athletes’ training during the low season,” she said.
She also cited Buri Ram, which already has an international motor-sports circuit and a huge soccer arena, as a likely next target for development and promotion as a sports destination, while Phuket also has high potential to develop as an international sports destination.
In the South, a specific plan to restore safety in Koh Tao is under way, including increasing the number of local security volunteers from 10 to 50 and the installation of closed-circuit television cameras.
Kobkarn added that the government planned to promote more attractions in second-tier provinces and alternative destinations, in order to attract repeat tourists who already know about Thailand and what it has to offer.
More than 50 per cent of foreign tourists are repeat visitors.
The idea is expected to shift the focus of tourists from the current six most popular destinations – Bangkok, Phuket, Chiang Mai, Hua Hin, Koh Samui and Pattaya – to other provinces.
The Tourism Authority of Thailand recently launched a “12-city must-visit” campaign to boost local and foreign visitor numbers and extend their length of stay.
A dozen destinations in Thailand are  are being promoted to compete with Myanmar, Laos, Vietnam and Cambodia.
“Building new attractions in the provinces requires full cooperation from local people and administrative bodies. The ministry will then ask key ministries such as Transport, National Resources and Environment, and Culture for help,” Kobkarn said.
She explained that once the master plan was announced in the first quarter of next year, the ministry would run all through action, evaluation and achievement aspects during the second quarter.
If all goes well, the government will carry out the plan during the third and fourth quarters.
“The ministry should complete the master plan and all testing ahead of next year’s high season,” she said.
However, she acknowledged that the tourism industry this year would contract by about 6 per cent from last year’s level.