TAT expects revenues of Bt547 billion from the tourists, while 82 million domestic trips are expected to generate revenues of Bt377 billion.

Tourism Minister Suwit Yodmanee said the agencies would try to attract international tourists, particularly those spending a lot of money, rather than concentrating on quantity as before.

"Referring to quality tourists, I would like to see tourists extend their stay in Thailand beyond seven days and to spend more money here," he said.

The ministry also wants to capture new emerging markets, including health and medical tourists and those attending sports events.

It is expected that the number of foreign tourists will increase from 12.4 million to 14.8 million next year, with domestic tourism surging from 79 million to 82 million.

A marathon run organised by Standard Chartered Bank is expected to attract 10,000 local and overseas runners.

The ministry will work with related government bodies to develop new tourist attractions, including traditional villages, in order to meet demand from tourists who want to see Thailand's rural community.

The ministry plans to build 10 villages through the country as a pilot project starting early next year.

Meanwhile, the ministry will work more closely with the tourist police to make visitors more confident about security.

Suwit said the Thai Hotels Association would enhance services and standard hotels and resorts as part of a project developed and organised by Green Leave Foundation.

For domestic tourism, the ministry will encourage Thais to travel within the country by extending Chiang Mai's Royal Flora Expo, which was scheduled to finish at the end of January, until the end of 2007.

TAT's new governor Pornsiri Manohran said the authority will focus on three strategies for international tourists: making Thailand's brand stronger due to enhanced competitiveness, adding progressive marketing and attracting more quality tourists.

It will also develop three priority measures for the domestic market: encouraging more domestic trips, calling for environmental protection and spreading tourists from major attractions to nearby areas.

The projected number of international tourists of 14.8 million is an increase of 8.4 per cent from 2006, while income from overseas visitors is expected to reach Bt547 billion - an increase of 13.8 per cent from this year.

TAT will use a campaign called "Thailand Unforgettable", which comprises three major attractions, "Sun, Sand, Sea", "Modern and Heritage" and "Shopping, Eating and Golfing".

TAT will target six main markets - Northeast Asia, South Asia, North America, Europe, the Middle East and Oceania.

These markets can be tapped by classic places such as Bangkok, Phuket and Pattaya, emerging destinations such as Koh Chang and Koh Lanta, sports activities, trendy products such as boutique hotels, and products of the year, including the Royal Flora Expo. TAT will also use Thailand as the gateway into Indochina, Southern China and Vietnam.

For domestic strategies, TAT's target of 82 million trips in 2007 is an increase of 6 per cent from 2006 and revenue is expected to reach Bt377 billion.

TAT will be trying to use tourism as a part of life through all ages from children to seniors.

Suchat Sritama

The Nation