Thailand Privilege Card Co (TPC), the operator of Thailand Elite Card, is overhauling its marketing policy to increase sales of new membership cards by 10% this year.
Mr Pruet says TPC's rejig will help clear losses and revive interest in the Elite Card.
The company expects to sell 770 new membership cards this year, up from 704 last year, and the target will eventually generate 1.7 billion baht in revenue for the country's tourism industry, said president Pruet Boobphakam.
TPC is a state enterprise under the Tourism Authority of Thailand. It revived and resumed membership card sales in 2013 after facing a shutdown during the Abhisit Vejjajiva government.
This year, the company will focus on operations enhancement and launch four products related to family and female members and potential clients.
Mr Pruet said he believes the company's restructuring from management to marketing will help clear TPC's net losses of 800 million baht within the next few years.
TPC plans to officially launch four new products in early February to fulfil the various needs of family visitors.
Thailand Elite Card is designed to draw high-profile international visitors who spend extravagantly on visits to Thailand.
The existing membership products are Elite Ultimate Privilege, Elite Easy Access, Elite Family Premium and Elite Property Partnership.
Mr Pruet said the four products were introduced last August and got a good reception from customers.
This year's marketing policy and activities will push TPC towards successful in terms of sales and the number of high-quality tourists.
Mr Pruet said TPC will concentrate on generating more revenue for Thailand's tourism industry via Thailand Elite Card memberships after the company's reorganisation.
"Our vision remains unchanged, and we're still moving forward to generate more revenue from foreign tourists by encouraging high-end travellers to stay longer in Thailand," he said.
He said TPC will promote Thai tourism directly and indirectly as part of the company's policy to help distribute income to local entrepreneurs in Thailand.
"The implementation of marketing activities will continue both domestically and overseas, which will increase the card's reliability among high-quality tourists as well as generate more than 1.7 billion baht for the country," Mr Pruet said.
TPC last year posted a net profit of 195.07 million baht, up from 107.34 million baht in 2015.
As of Dec 16, 2016, there were 4,037 Thailand Elite Card members, up from 2,508 memberships in 2013.
Of the total 704 new members last year, the top five categories by nationality were British (198), Chinese (149), French (128), American (126) and Japanese (103).
The benefits conferred by the card include discounts on golfing, limo rides, spa visits and health checkups.
The 4,037 overall members spend an average of 117,000 baht per trip.
The database during October 2015-December 2016 found that Thailand Elite Card members entered Thailand 14,768 times, creating revenue of more than 1.72 billion baht for the country.