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.
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."