Critics and tourism operators have questioned the viability of the Commerce Ministry's plan to promote Thai Hom Mali fragrant rice as a souvenir for foreign tourists.
"It is easy talking but it will be difficult to make it successful," said Sisdivachr Cheewarattanaporn, president of the Association of Thai Travel Agents (ATTA). "Ministers need to think twice before proposing any ideas."
Newly appointed Deputy Commerce Minister Yanyong Phuangrach floated an idea on Tuesday to cooperate with the Tourism Authority of Thailand (TAT), Suvarnabhumi airport, tourism organisations and the private sector to promote Hom Mali rice as Thailand's brand identity in the same way South Korea has promoted ginseng.
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