HIGH-LEVEL WORKSHOP TO BOOST PHUKET TOURISM

Developing the tourism industry of Phuket, Thailand's popular beach resort, was the subject of a high-level brainstorming session held in Phuket between October 5-7 under the Chairmanship of Deputy Prime Minister Pongpol Adireksarn.

Organised by the Tourism Authority of Thailand (TAT), the workshop was attended by Finance Minister Somkid Jatusripitak, Deputy Interior Minister Sombat Uthaisarng, TAT Governor Pradech Phayakvichien, several senior officials including Phuket, Phang Nga and Krabi Governors and executives from tourism-related public and private agencies.

The Workshop convened on October 6 with an opening speech by Deputy Prime Minister Pongpol which was followed by a presentation on "Tourism Promotion and Development Plans and Strategies for Phuket" by TAT Governor Pradech.

Deputy Prime Minister Pongpol commented, "It is crucial that all tourism- related government agencies and private stakeholders work closely to boost confidence of all prospective visitors as a tranquil and value for money destination."

On the agenda were major issues such as strategies to promote Phuket as a peaceful and tranquil destination, preservation of natural resources and environment, development of tourism products, services and infrastructure, safety and security, and marketing strategies.

In the subsequent discussion, a number of strategies were proposed and approved for implementation. These include:

1) Launch powerful communications strategies and roadshows headed by leading cabinet members to major potential markets;

2) Promote tourism niche products and services of Phuket including health & spa, diving, golf, etc.;

3) Create a wider range of tourism activities by organising major international events based on the MICE (meetings, incentives, conventions and exhibitions) business, culture, sports, etc.;

4) Encourage stronger participation of local agencies in effectively managing their tourism resources by co-operating closely with the TAT and related government agencies.

Phuket is among the first ten provinces chosen by the Thai government for a revolutionary new administrative policy designed to speed up the implementation of tourism promotion and development projects.

Under this policy, each of the provincial governors are designated as Chief Executive Officers of their respective provinces and given the powers, authority and budgets to ensure that policies and projects are carried out within the specific time-frame.

With a total of 344 accommodation establishments supplying 19,574 rooms, Phuket welcomed about 3.33 million visitors in 2000. Of these, about 2.44 million or 73% were foreigners. Major international markets included Europe (46% of total market share), Asia (33%), Oceania (11%) and America (7%).

International visitors stayed an average of 5.38 days in Phuket. The tourism and hospitality industry accounts for about 25% of Phuket's Gross Domestic Product (GDP).

Average annual per capita income is 156,675 baht, the highest of all South Thailand provinces and the seventh highest nationwide.

As of October 2001, the national carrier, Thai Airways International, operated 15 daily direct flights between Bangkok and Phuket. Phuket is also served by other airlines from Hong Kong (six flights weekly), Kuala Lumpur (nine), Osaka (seven), Penang (three), Singapore (24), Taipei (12) and Tokyo (seven) as well as Frankfurt (seven) and Perth (two).