Bad ads and strategy thwart Thai tourism again

According to the latest UNWTO World Tourism Barometer report, international tourist arrivals reached 1.138 billion in 2014, an increase of 51 million or 4.7 per cent over the previous year.
The outlook is bright. The United Nations World Trade Organisation forecasts international tourism will grow by 3-4 per cent in 2015. By region, growth is expected to be stronger in Asia and the Pacific, with an expected increase of 4-5 per cent.
It’s no surprise that Myanmar, having opened its doors to foreigners just four years ago, has projected a 50 per cent increase in tourist arrivals to 4.5 million this year. The country is improving infrastructure like roads and airports while easing visa regulations, in a bid to attract spending of over US$1 billion, which would benefit nearly 1 million workers serving tourism and related industries.
No country in the world turns its back on visitors. With them comes the clear benefit of direct spending on travel, accommodation and food. Indirectly, tourists help advertise the country to the world. Travellers also provide insight, particularly to foreign investors looking to expand business overseas.
In these circumstances, despite criticism of human rights erosion under its junta-installed government, Thailand is also hopeful of drawing more tourists and their money. And given that Thai tourism and related industries employ 2 million workers, it’s a sector that can’t be ignored.
 After seeing 28 million arrivals in 2014, we have set a target of 30 million for this year. In fact, the Tourism Authority initially set that same target for 2013. But for political turmoil we could have achieved it well before now. 
The junta has done well in some areas here. It started with areas on public beaches annexed as “private property”. The reserved seating and umbrellas have now been swept from famous beaches. Let’s hope this remains the case once the junta relinquishes control.
Travellers, both local and foreign, like to shop and stroll around. Well, some footpaths in Bangkok have been cleared for that purpose, though largely to the dismay of vendors and motorcycle-taxi riders.
Tourist police are now reportedly tackling cabbies who refuse to take fares. On Sunday, undercover police took to streets and some 20 drivers were called in for attitude adjustment. The crackdown should help improve things, sending a clear message to all taxi drivers that they can’t refuse passengers.
There is a lot more to be done, though.
 Consider that France – comparable in size to Myanmar and some 100,000 square kilometres bigger than Thailand – drew over 80 million visitors in 2012. The notoriously grumpy locals are reluctant to speak English, but visitors are willing to brave the language difficulties for a taste of French cuisine and to glimpse treasures like the “Mona Lisa”.
That same year, despite the language barrier, 15 million people visited Poland and 30.4 million Germany, compared with 22.35 million visitors to Thailand. These two countries are dwarfed in size by Thailand – Germany is 357,168 sq km, Poland slightly smaller – while Thailand covers an area of 513,120 sq km. Both boast long histories and beautiful scenery, but Thailand is also rich in this regard.
One difference I have observed is in airport facilities. The airports in the German and Polish capitals are large, with international-standard facilities – but so are those in the smaller cities.
Here in Thailand, only Suvarnabhumi and Phuket airports match that standard, while in other cities the airport is small and “provincial” in style. And if you want convenience of travel within those cities, you had better arrange your own transportation.
Albeit late, the TAT is doing the right thing in promoting new destinations. However, if it ignores the bigger picture, no one will benefit. Bad first impressions could kill the appeal of newly promoted destinations from the start. Say Loei is promoted, but the only way to get there is by bus or pre-arranged transportation. If you go there by bus, the only way to get around the province is by private taxi or small bus. Limited transport choices mean limited opportunities for hosts to make money and for travellers to take in the real charms of the destination.
Another thing that marks out European countries is that local and foreign visitors tend to enjoy the same treatment. Few taxi drivers or restaurants will overcharge foreign tourists.
The TAT should realise that it is issues like these that must be addressed.
In its latest campaign the agency is inviting local and foreign tourists to “Discover Thainess”. However, the Thai-language ads play on the word “Thai” as if it’s the same as “Thainess”. Muay thai is fine. But somtam thai? The reality is that Thai papaya salad originated in the Northeast as a salty dish. So-called somtam thai, with its sweet-sour flavour, was invented in Bangkok much later.
The ad also seems confused about who its target is, encouraging travellers to “enjoy Thainess” by standing still when the national anthem is played in public. Thais do this out of duty and respect. Is it really something to enjoy?
Thailand has plenty with which to draw tourists, but badly designed ads and poorly thought-out strategies won’t help.