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« on: February 21, 2008, 04:10:09 pm » |
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History of Thailand's National Tourist Office
History of Thailand's National Tourist Office
The modern chapter of Thailand's official tourist promotions began life during the reign of King Chulalongkorn (Rama V) when His Royal Highness Prince Purachatra Jayakara (Krom Phra Kambaengbejra Agrayodhin), then Commissioner-General of the Royal State Railway of Siam, sent publicity materials on Thailand to the United States of America. In 1924, a publicity section was formed under the Royal State Railway of Siam; its duty was to provide reception and facilitation services to visitors to Siam as well as manage publicity promotions.
In 1936, the Ministry of Economic Affairs widened the tourism operation scope by proposing a tourism promotion plan to the cabinet that aimed at the systematic management and development of publicity, tourist facilitation, and destinations and accommodation. Accordingly the Department of Commerce was entrusted with the tourism affairs though the concurrent proposal to set up an independent tourism body was rejected. The tourism work came to an abrupt end at the eruption of World War II.
1949 saw the Publicity Department propose a tourism agency improvement projectly by order of the government and the tourism affairs were duly transferred from the Ministry of Commerce and Transport to the Publicity Department under the Office of the Pr me Minister ; it was renamed Office for the Promotion of Tourism its operation funds came from the Department's own floating budget. The rapid expansion and growing awareness of tourism convinced the Publicity Department to upgrade the office to a regular division called the Tourism Office, following the 1950 Royal Decree on the Publicity Department Arrangement for Official Operations.
The 35-year-old foundation stone for the first time grew into its own independent body during the administration of Field Marshal Srisdi Dhanarajata. Impressed by the American tourism success which he saw on a sick-leave trip to the United States of America, he announced in 1959 a Royal Decree to re-organize the Public Relations Department (Publicity Department) and a Royal Decree on the Establishment of the National Tourist Office, B.E. 2502 (1959). The Tourism Office was thus replaced by an independent body, namely the Tourist Organization in that year. After having to live its life for so long under the roof and identity of other offices, the organization set up its own office for the first time in a building on Si Ayutthaya Road in Sanam Sua Pa on March 18, 1960--its official inauguration date. In 1963, the 2nd Royal Decree on Tourist Promotion Office was pro-claimed to append the phrase "of Thailand" to the previous title to become "Tourist Organization of Thailand" (TOT).
From that moment on, the national tourism promotion rapidly expanded itself and yet concentrated principally on publicity campaigns. On account of the ever widening scope and importance of tourism activities, there had been increasingly recognized the necessity to institute operations on systematic development and conservation of the country's tourism resources and to organize and control travel trade segments. Two bills, a Tourism Authority of Thailand bill and a Travel Trade Regulations Arrangement bill, were submitted for Voting to the National Legislative Assembly in its April 20, 1979 session. Only the former was passed into law The Tourism Authority of Thailand replaced TOT at the written proclamation in the Royal Gazette, volume 96, section 72, dated May 4, 1979.
The State of Tourism in The Past
During 1980-1987 visitors to Thailand increased at the rate of 10.53% per year in 1980 the total amount of tourists visiting Thailand was approximately 1.85 million people and in 1987 3.48 million.
From 1979 till now, the Thai Government has been increasingly interested in the development of tourism promotion. In the 4th National Economic and Social Development Plan (1977-1981) a tourism development plan was also included. It was the first time tourism appeared in the plan. From then on, it has been a fixture in every plan.
In 1987, the Thai Government launched the tourism promotion project, "Visit Thailand Year" to celebrate the auspicious occasion of His Majesty the King's 60th anniversary and to commemorate His Majesty becoming the longest reigning monarch n Thai history. Private and public organizations concerned with tourism actively promoted tourism development contributing to the satisfactory figure of visitors to Thailand in 1987 of 348 million with an increase of 2359% and 50,023 million baht in revenue from tourism alone. As a result, in 1988, the following year, the number of visitors ascended to 4.23 million people, 2147% up from the previous year with 78,828 million baht in revenue. The numbers for 1989 rose to 4.8 million visitors and 96.000 million baht in revenue. The target for 1991, which will be the last year of the 6th National Economic and Social Development Plan. is 6 million Visitors and 128,000 million baht in revenue.
Tourism Development
The Tourism Authority of Thailand (TAT)) has been planning, surveying and studying tourist destination development to set trends for related organizations to follow, especially various basic necessities in tourism. Furthermore, TAT supports tourism resources conservation in local areas, and conservation of Thai culture and traditions to attract tourists. TAT also promotes and supports local areas to produce folk arts and crafts in demand of tourists as souvenirs. Regarding security for tourists. TAT has organized the Tourist Police to oversee the safety of tourists and the Tourist Assistance Center to assist tourists in various matters.
To improve human resources in tourism. TAT has trained tour guides and personnel in the accommodation business and restaurants. This is to provide adequate quality manpower for the industry.
The Success of Tourism in Thailand
Along with marketing strategies to attract tourists, Thailand has been successful in tourism due to several factors as follows :
1. Thailand's favorable location makes it the ideal commercial aviation center of Southeast Asia which is convenient for flights from all over the world to stop over at Bangkok International Airport. Being readily accessible results in the satisfying growth of the Thai tourism industry.
2. The quantity and diversity of tourism resources such as natural tourist destinations like beaches, seaside, picturesque forests and mountains; historical tourist destinations, antiques, ancient remains' Thai traditions and culture. All these can be used for tourism promotion in Thailand's tourist markets.
3. Thailand has appropriately developed tourism facilities in accommodation, local transportation, restaurants, souvenirs and entertainment.
4. The uniqueness of the Thai people, friendliness, helpfulness and smiling faces are suitable for tourism professions which deal with service. The right services of international standard with smiles and consideration impress tourists who circulate and exchange their impressions and information of Thailand among friends and acquaintances which help to publicize the country.
The most important factor is the cooperation among private and public offices and TAT which results in the success of Thai tourism promotion and development. The success also derives from the Thai Government's sincere interest in tourism industry development and more budget for TAT to promote tourism.
The Future of Thai Tourism is in Our Hands
Although the Thai tourism industry has been successful so far, it still requires careful attention, especially in the area of tourism resources development and preservation for them to be lasting tourist attractions. All Thais should regard it as their obligations, to conserve those beautiful tourist destinations, out rich traditions and excellent culture, to prevent them from deterioration, and to keep smiling to welcome visitors; it reflects warmth and friendship which impress tourists more and more. If everyone realizes his responsibility, the Thai tourism industry will progress unceasingly
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