Bangkok: Breaking the deadlock in Thai tourism, Yuthasak Supasorn, the former Governor of the Tourism Authority of Thailand (TAT), has urged a strategic restart to move away from the current focus on "bargain shopping" and emphasize safety measures as a national agenda while distributing income to secondary cities. Mr. Yuthasak highlighted the need to shift the country's image from a cheap destination to one that values quality and safety to boost tourist confidence.
According to Thai News Agency, Mr. Yuthasak stressed the importance of elevating safety across all sectors, from immigration to transportation systems, to ensure a positive experience for tourists visiting Thailand. He advocated for creating a new brand identity that not only highlights the country's renowned hospitality but also underscores professionalism and adherence to international standards.
The former TAT governor also addressed the significant inequality in tourism revenue distribution, with 81.34% of earnings concentrated in just 10 major provinces. In contrast, the remaining 67 provinces receive a mere 18.66% of the income, indicating a failure to spread economic benefits to secondary cities. Mr. Yuthasak attributed this issue to tourist behavior, where visitors pass through regions without contributing financially. To counter this, he proposed improving rail and public transportation systems to promote accessibility and affordability, encouraging tourists to extend their stays and inject more funds into local economies.
Additionally, Mr. Yuthasak suggested implementing proactive government measures, such as tax incentives or cashback offers for overnight stays in lower-income secondary cities. He also recommended upgrading community accommodations to meet international standards to attract high-quality tourists, drawing inspiration from successful models in Japan and France regarding technology, tourist distribution, and fiscal incentives. He warned that if the current extreme income disparity persists, it could escalate into a severe social problem in the future.