Hat Yai must never take its guests for granted

The Malaysian media’s warning of “unfair” prices of goods and services in Hat Yai when it comes to foreign tourists can be taken lightly at Thai business operators’ own peril. From tuk tuk drivers to hotel owners, prices have reportedly fluctuated badly and become one big turn-off for the visitors from neighbouring countries. While it is more or less the same at other Thai tourist destinations, Hat Yai should not take anything for granted, for the simple reason that it does not have what other tourist spots have.

This does not mean that overcharging tourists is the right thing to do in other areas. Hat Yai may have put itself on the brink and not know it yet. Pattaya, Hua Hin and Phuket have their beaches. Chiang Mai, Chiang Rai and Mae Hong Son have nice weather and mountains. Bangkok, Sukhothai and Ayutthaya have great temples and other historic places. From reports and complaints, tourism-related businesses in the said areas are certainly no better off ethically, but if there is such a thing as a tourists’ revolt, it could likely hit Hat Yai first.

The southern Thai town only boasts a lifestyle that is “freer” than in the neighbouring nations. Hat Yai’s air is often muggy and traffic increasingly bad. Apart from bustling nightlife and shopping, the town does not have much else to offer. Its tourism industry has relied a lot on an easy-going reputation, which somehow has managed to remain lucrative over the decades thanks to the social restrictions of our neighbours.

Hat Yai is also Thailand’s southern business centre, but tourism has always been the town’s bread and butter. When problems occur, like occasional flood disasters and violent incidents related to the deep South’s insurgency, they always hit Hat Yai’s economy hard. While such things may be beyond the control of the town’s people, overcharging tourists is not.

Even provincial authorities have admitted that accommodation prices have greatly varied and been confusing to tourists, if not upsetting them directly. Transport fees, according to Thais who observe what is going on in Hat Yai, have been in some cases outrageously high when charging foreign tourists. Tourist business operators, big and small, have been summoned by the authorities, who want to tell them that their industry is not supposed to be a gold rush. Such a meeting is not the first and is unlikely to be the last. Price adjustment, though, is not up to the authorities and it is by no means the ultimate measure to make Hat Yai’s tourism healthy in the long term. The most important thing is the Hat Yai people’s collective conscience that tourism is mainly about good and sincere services. This also applies to the national conscience, in fact, but the likes of Hat Yai are major test cases. 

Any poor publicity concerning Hat Yai gets around fast in the neighbouring countries. Hat Yai’s image has survived several big blows, but the town has to heed the warning and complaints if its unique tourism industry is to be sustained. The upcoming Asean Economic Community can do Hat Yai a great favour, but the free-trade environment could also create a backlash for the town, too. Being a warm, honest and gracious host is the only way to strengthen one of the town’s key foundations in the long run.