Tell us a bit about your background in the hospitality industry. What paths did you take to get to TAT Singapore today?
I have a great passion for Thai history and appreciate the cultural heritage of historical sites and monuments that are preserved from Thailand’s glorious past. That explains my choice of degree in archaeology and cultural resources management. I am very proud to be Thai and take great pride in wanting to share the beauty and wonders of my country to the world.

Aptly, I joined TAT after graduation as a marketing staff at TAT Ayutthaya, which is a UNESCO World Heritage site. I subsequently shifted to Chiang Mai, ‘The Rose of the North’ a city rich with culture and one of the most visited tourist destinations in Thailand, where I handled international events and worked with tourism related organisations to promote Chiang Mai to be a world class destination. Prior to Singapore, I was based in TAT’s headquarters in Bangkok as director of domestic market group, overseeing all 35 TAT domestic offices. Campaigns ran, such as ‘Thai Travel Thailand’ and ‘Thailand Tourism Festival’ in Lumphini park, Bangkok are so successful, they are now held yearly to boost demand for both domestic and international markets.

TAT is a major driving force in Thailand tourism. How is it organized?
Established since 1960, TAT is Thailand’s National Tourism Board with 27 international TAT offices and growing, that do activations and promotions in their respective markets. In 1980, TAT launched its first tourism campaign ‘Visit Thailand Year’ and attracted two million visitor arrivals, generating huge revenues. It turned tourism into the country’s top export earner. Since then, we have been rolling out new tourism campaigns to continuously attract more tourism receipts and arrivals.

Is there any dominant idea behind the programs of TAT?
TAT’s vision is to be an excellent organisation at an international level in the modern marketing of tourism, while playing a vital role in driving Thailand’s economy and society.

How is this vision executed in your programs?
Our goal now is to move the industry from offering “value for money” to “value for experience.” We will focus on unique Thai local experiences. This will mean greater emphasis on promoting Creative Tourism through Thai culture, experiences and way of life. We want to ensure that Thailand is seen as a preferred destination in the minds of international visitors. At the same time, visitor arrivals will have to be managed by greater focus on sustainability and preservation of natural resources.

Thailand has one of the largest tourist industries in ASEAN. What do you think is the secret of this success?
Without a doubt, Thailand has its strength in hospitality, unique way of life, richness in culture, history, and offers diverse destinations. But what I believe is the secret of this success is the distinctive experience of ‘Thainess’ which is the pure essence of everything and anything Thai. It cannot be bought or replicated. Thainess must be discovered and experienced through all five senses; you know it when you feel it; indescribable yet recognizable. That is our secret to success.

What are some of the major destinations that Thailand is famous for?
Thailand has earned its place as a top tourist destination and has bagged many International awards under numerous categories.

The “city of angels” which is Bangkok; “colours of the East” which is Pattaya; “pearl of the Andaman” which is Phuket; “paradise of the Gulf of Thailand” which is Ko Samui, and the “rose of the North” which is Chiang Mai, are all-time favorites for travelers around the world. In recent years, “Thailand’s Royal Beach resort”, being Hua Hin and Khao Yai, have emerged as some of the most picturesque regions of Thailand, gaining popularity with both domestic and international markets.

Is there any general program for promoting the beaches of Thailand? What about city destinations?
Thailand has some of the best beaches of the world. Most of the islands in both the Andaman and Gulf of Thailand are so renowned, they need no further introduction. However, beyond these tropical beaches in Phuket, Ko Samui and Krabi, there are still plenty of less explored beaches and islands, untouched and unseen.

TAT has unveiled these fascinating provinces through our “12 Hidden Gems and 12 Hidden Gem Plus” projects. Originally designed to stimulate domestic travel, it is now being introduced for international markets as well, especially for mature markets whose FIT travellers are eager to explore more of Thailand. Just to share a few, Lampang, Phetchabun and Nan are hidden gems of the North. In the South, you can explore Trang, Chumphon and Nakhon Si Thammarat. With 77 provinces in Thailand, you can be sure there is still abundance to be discovered.

Medical tourism has become a new buzzword. How does TAT view medical tourism as an attraction?
Thailand’s reputation as a medical and wellness tourism hub is gained by promoting world-class hospitals staffed by internationally trained physicians, who have access to state-of-the-art technology. Many of the larger hospitals in Thailand boast all the luxuries of five-star hotels. They even have in-house travel agents so you can book tours and trips while you recuperate from surgery. As you’d expect in ever-hospitable Thailand, you are well-looked after and made to feel comfortable at all times. Medical tourism in Thailand goes beyond providing a service but offering an experience.

Are there any particularly popular medical tourism programs?
Just last September, the Ministry of Public Health launched a three-month long ‘Visit Thailand, Enhance Your Healthy Life’ campaign, offering international tourists special packages for health check-ups, dental services, as well as fertility treatment. The success of the program is a good gauge of medical tourism demands from the international markets.

Some say Thailand’s medical tourism can be summed up as “Sea, Sand, Sun & Silicon.” Clearly, many identify medical tourism in Thailand as a relaxing destination for cosmetic surgery services. In fact, Bloomberg reported that Thailand is recognised as a global gender change destination where procedures are considerably more affordable; results are good and after care is great with the good hospitality of the Thais.

Aside from medical tourism, is there any other genre or type of tourism that is also popular like mountain, forest or sporting activities?
Thailand is poised to be seen as a center of sports excellence and for people to come here to develop their skills and enjoy their favorite sports. Offering a myriad of choices for every discerning traveler, Thailand boasts world-class sporting facilities that have hosted successful regional and international sporting events, such as golf, cycling, marathons and regattas.

Marathons especially, have always taken center stage in Thailand’s sporting scene. Organised throughout the year in all scales and sizes, marathons are enjoyed with the varying terrains and scenic backdrops of Thailand. Key events to look out for include the annual Laguna Phuket International Marathons & Triathlons, Standard Chartered Bangkok Marathon, and those in Chiang Mai, Kanchanaburi and Pattaya.

What is the thrust of TAT for Thai tourism for 2017?
In 2017, the target is to raise revenue earnings from domestic visitors by 10 percent to 950 billion Baht, and from international visitors by 10 percent to 1.89 trillion Baht. Our plans for 2017 are designed to shift the structure and direction of the national tourism industry towards a new value-based offer in order to position Thailand as a ‘Preferred Destination.’

Are there any specific areas of focus for TAT this year?
Our plans for 2017 are designed to shift the structure and direction of the national tourism industry towards a new value-based offer in order to position Thailand as a “preferred destination.” In order to achieve this, we have developed the Tourism 4.0 in line with a national strategy, Thailand 4.0. The Tourism 4.0 incorporates two key concepts, including “strength from within” and “connect to the world,” as a strategy to drive both domestic and international tourism.

This strategy means that the Thai tourism industry will be forging closer linkages with other sectors of the Thai economy and society such as, culture, education, agriculture, transportation, telecommunications and others.

What percentage of ASEAN tourists comprises your visitors?
ASEAN tourists make up almost 27 percent of the visitors we receive yearly.

Any ASEAN-focused programs for tourism?
Plenty. We have numerous joint PR and marketing activities with our ASEAN neighbors to celebrate the Visit ASEAN@50 campaign. Besides Media Familiarisation trips and publicity in events and websites, a year-long social media campaign “ASEAN Photo Walk” has been launched with the engagement of social media influencers in ASEAN countries to stimulate awareness and promote tourism in ASEAN.

With the ASEAN offering some of the most diverse, beautiful, enjoyable and assessable landscapes in the world, visitors can enjoy ASEAN’s diverse cross-border experiences, and contribute to raising international tourism arrivals to the region.

Just to share, Thailand will proudly host the ASEAN Tourism Forum 2018 in Chiang Mai. A lot of preparation is in progress, and we are excited to welcome everyone to the “Rose of the North”.

How does TAT address the language difference for English and other non-Thai speaking tourists?
Since aeons, Thailand has always been known as “the land of a thousand smiles”. Then, where the proficiency of the English language must have been way lesser than it is now, travelers were still enjoying their experiences in our country where the hospitality and smiles of the Thais can break all language barriers. Today, English and other languages are widely spoken and understood with clear signages and ready assistance from hotel and mall concierges, making communication a breeze.