Thailand needs to do more to keep its tourists safe if it wants to achieve its objective of attracting more high-end travellers, operators say, or it risks losing out to its up-and-coming neighbours.
With its palm-fringed beaches, Buddhist culture and racy nightlife, Thailand has been the poster child for Asian tourism for decades, attracting a range of visitors from backpackers and adventure-seekers, to families and culture vultures.
. Phuket, Thailand. Reuters/Athit Perawongmetha
But dark clouds could be forming even as a record 32 million tourists are expected this year.
The industry, which accounts for 10 percent of gross domestic product, has been remarkably resilient to political upheaval over the last decade or so that has included violent street protests and military coups.
. Phuket, Thailand. Reuters/Athit Perawongmetha
Woeful road safety, accidents at sea, scams and even angry elephants have added to what seems like a never-ending litany of bad news tracking the increase in arrivals.
"Visitor volume is high but with that the probability of crime also increases," Surapong Techaruwichit, chairman of the Hotel Association of Thailand, told Reuters. "We need to reassure tourists that Thailand is safe."
. Phuket, Thailand. Reuters/Athit Perawongmetha
The government's Tourism Authority now wants to focus on "quality tourism", and has launched a campaign to attract visitors who spend more, and hopefully stay out of trouble.
"Many people say tourists come here because it is a cheap destination. This needs to change," Tourism and Sports Minister Kobkarn Wattanavrangkul told a Bangkok workshop on tourist safety last week.
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But attracting discerning travellers could be hard following the spate of crime, some operators say.
"If we want to attract the high end we need to reassure them too because meeting our target luxury-traveller target will be harder after the recent negative publicity," said Surapong. "To spend they have to feel safe."