Thailand Tourism Body Needs More Than Marketing Prowess as It Turns 60

Few would argue with the Tourism Authority of Thailand (TAT)’s formidable dexterity in marketing. The creator of “visit years” worldwide has never looked back since its roaring Visit Thailand Year in 1987. In its six decades of operation, TAT has seen Thailand rise as one of the world’s 10 most visited destinations, as cited by UN's World Tourism Organization, with 38 million foreign arrivals spending $65 billion (two trillion baht) in 2018. TAT is eyeing 40 million foreign arrivals this year, although Kasikorn Research Center expects a lower number of international tourists than TAT in 2019, between 39 million and 39.8 million. TAT is less celebrated, however, for sustainable development achievements through the decades. Popular beach destination Pattaya was a cesspool way before the Philippines closed Boracay for rehabilitation. Many of Thailand’s island jewels, such as Samui and Phuket, have been marred by ugly development, although this also has to do with corruption or lack of enforcement. Turning 60 years old commonly plunges one into depression or self-examination. For TAT, it's “a time for reflection,” says