The government is keen to upgrade and promote Pattaya, a popular beach resort, as a world-class sports destination.
Asia’s largest multi-class sailing event, the Top of the Gulf Regatta, took place in May with a strong international fleet at Ocean Marina Yacht Club in Jomtien, Pattaya. The Tourism and Sports Ministry is contemplating a marketing makeover for the city that focuses on sports in order to raise tourism revenue.
“Pattaya is not only a well-known tourism destination among foreign travellers and expatriates, but is also developing its internal transport system and landscape,” said Tourism and Sports Minister Kobkarn Wattanavrangkul. “The ministry is confident if the government succeeds in upgrading the city as a world-class sports tourism destination, it will help improve Pattaya’s image from just a nightlife destination.”
Ms Kobkarn said the ministry and related organisations were studying the feasibility of the upgrade, particularly for marine sports, with the ministry to spearhead the development along with cooperation from other relevant public and private organisations, local communities and provincial administration.
In a related development, she said the ministry planned to add more countdown points in Bangkok and the provinces to boost tourism during the long New Year’s weekend. Details are not yet available.
As a result of political uncertainty and the global economic downturn, the number of international tourist arrivals dropped by 10.28% during the first nine months to 17.558 million, with tourism income falling by 7.55% to 806.613 billion baht.
Arrivals from East Asia saw the biggest decline, falling 15.68% for the period to 10.195 million, with visitors from South Asia down 11.18% to 895,018 and the Middle East down 8.73% to 434,461 visitors.
Arrivals from the Americas fell by 4.34% to 788,825, while Europe and Africa showed positive growth of 2.37% to 4.414 million visitors, and 4.49% to 117,951 visitors, respectively.
In 2013, total international arrivals stood at 26.7 million, rising 19% from a year earlier.
Ms Kobkarn said the ministry targeted tourism revenue of 2 trillion baht from 25.5 million arrivals this year. Next year the aim is revenue of 2.2 trillion baht.
Based on a recent roadmap, the ministry plans to promote 12 secondary tourism sites including Lampang, Phetchabun, Buri Ram, Chanthaburi and Trat. It also plans to revamp three major islands — Koh Tao, Koh Samui and Koh Phangan — as “green islands” by limiting party times and preventing drink-driving. The move follows the recent murder of two British tourists in Koh Tao.
Ms Kobkarn also pledged to strengthen cooperation between tourism agencies, operators and local communities in order to develop sustainable tourism. All parties in the sector including local communities must understand the real value of tourism — that it generates huge revenue for the country while distributing income to local people.
The World Tourism Organization listed Thailand in the top 10 of global tourism destinations by arrivals in 2012 and 2013, with international arrivals of 22.4 million and 26.5 million, respectively. The country ranked seventh in tourism destinations by revenue, hitting US$33.8 billion and $42 billion in 2012 and 2013, respectively.