Phuket is at the top of a competitiveness index thanks to product quality and local friendliness, according to a study by the Public Policy Studies Institute Foundation (PPSI).
Mingsarn Kaosa-ard, a tourism analyst and researcher at PPSI, said the competitiveness index looked at major tourist destinations in Thailand except Bangkok.
The index found Phuket topped the list, followed by Chon Buri, Chiang Mai, Surat Thani, Krabi, Songkhla, Nakhon Ratchasima, Phangnga, Prachuap Khiri Khan and Samut Prakan, respectively.
The research was conducted recently, focusing on two indicators: arrival numbers and local friendliness. However, some of the highly competitive locations had low scores on the environment, safety or cleaning issues.
For example, Chon Buri province had the second-most visits in the country but it had a low score for environmental issues. Chiang Mai ranked third in arrivals but faced the same problem.
Suthipun Jitpimolmard, president of Thailand Research Fund (TRF), said it has been collaborating with the Ministry of Tourism and Sports and the Tourism Council of Thailand to conduct research on tourism and the service sector.
One recent study on how to develop cruise tourism here found many liners are interested in this emerging market, especially families and working-age travellers.
Laem Chabang port in Chon Buri, Samui port in Surat Thani and Phuket port all have high potential to serve cruise tourism.
Average spending for cruise travellers is 6,174 baht per day per person, which is higher than the average for all tourists.
Another study on human resource competitiveness in the tourism and service industries found that Thai workers are still poor on foreign languages, positive attitude, analysis skills and service standards.
As a result, many tourism businesses hire more foreigners such as Filipinos because of their better English skills.
Thailand remained strong in four categories: food and restaurants, accommodation, health and spas, and travel.