TAT hopes reshuffle will help modernise agency

TAT hopes reshuffle will help modernise agency

The Tourism Authority of Thailand (TAT) will restructure its organisation to enhance its strength and work efficiency to cope with the changing tourism business, says deputy governor for policy and planning Santi Chudintra.

Santi: Admits rejig is tough task

Private tourism operators had been unsuccessfully urging the 54-year-old tourism agency to modernise in response to new business challenges under the state enterprise plan for 2012-16.

The newly appointed deputy governor is pushing the restructuring plan and hopes it will start in 2016.

"The TAT doesn't have any authority, so sometimes we face obstacles in achieving our mission. But we still play a principal role in the industry," said Mr Santi.

The restructuring plan merges some units and divisions, but the number of staff will be maintained.

TAT plans to open the TAT Intelligence Center (Tatic), which will gather tourism-related information such as inbound and outbound tourism as well as forward bookings for both airlines and hotels. But it lacks a supervisor for this unit.

"The centre will have a marketing-oriented role, brainstorming to come up with good ideas and a broader industry vision," he said.

TAT also plans to offer an in-depth tourism database to the public, which it believes can help tourism operators tailor attractive marketing campaigns. 

Mr Santi admitted it was not easy to reorganise an old agency like TAT, so he will propose TAT governor Thawatchai Arunyik set up a roundtable meeting to generate ideas from staff and tourism operators. A working group will be created to find ways to develop and upgrade Thai tourism, as well as increase tourist spending.

Its "Discover Thainess" campaign for 2015 will be launched in mid-January and will attempt to clarify the meaning of "Amazing Thailand", he said. Focal points include Thai boxing and riding in tuk-tuks.

The "12 Destinations … You Can't Say No" campaign will feature new tourist locations in Thailand. 

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