Amsterdam has been announced the title winner recently. The city had attempted for UNESCO's title for two consecutive years.

Thanachai Santichaikul, president of The Publishers & Bookseller Association of Thailand, cited that Thailand lost the opportunity thanks to the lack of international focus of its proposal.

"One of the reasons was because our proposal was more focused on local objectives rather than an international one," said Thanachai.

He said the proposal focused on ancient developments in the printing industry since Rama IV, rather than emphasising programmes to foster reading.

"We may have to include more activities in international book fair and programmes so there is more enthusiasm in the international communities," said Thanachai.

Thanachai mentioned organising an International education book fair that can involve world's leading publishers like Pearson and Oxford. Another project that the association is looking into is translating Thai books into English though examination into this market will have to be considered. He added that more improvements have to be done regarding fostering fun programs to foster reading.

According to UNESCO's committee, the city of Amsterdam was nominated as World Book Capital 2008 due to quality and variety of the proposed programme including numerous specific initiatives for the World Book Capital City 2008 period; international nature of the programme; focus on the freedom of expression; and involvement of local, national and international public and private stakeholders in the book sector.

Thanachai complimented the winner's proposal as a complete one, having every element in winning the World Book Capital. However, he is quite surprised when hearing the name of winner.

"I thought the winner could be Dublin, Ireland. Though I think that the proposal or bid of Netherlands has more details that others have overlooked."

Despite that, International Publishers Associations had sent a letter saying that Thailand's "enthusiasm of candidacy was noted."

"The Publisher & Booksellers Association of Thailand is ready to try again next year, but we will have to talk to involved organisations including Bangkok Metropolitan Administration and the ministry if they want to get involved in this project again."

In any case, Thailand might benefit from the delayed title as World Book Capital as in the future Thailand may all be the more ready to fully embrace the title when it's really ready.

Although getting the World Book Capital title could guarantee many benefits to Thailand, many publishers and citizens has negatively responded to the fact that Thailand might become a World Book Capital.

Lisnaree Vichitsorasatra

The Nation