So it's inevitable that tourism-industry operators come up with soothing comments whenever something horrible and unexpected happens - like the bomb blasts on New Year's Eve in Bangkok. They know that once scared away, tourists won't return, at least not in the near future. And now that the global industry is so competitive, it is not easy to find new customers.

Thailand has won first-place ranking from many travel organisations and magazines, but why do our tourist arrivals still lag behind so many other countries?

Just take Singapore. Soon, probably after its first casino opens its doors in the next two years, its tourist arrivals will reach 20 million, while much bigger Thailand, with an infinitely longer list of destinations, expects to draw about 14 million this year.

What does Singapore have that we don't?

Last week, there was an interesting development in this regard. The World Economic Forum (WEF), whose opinions are highly regarded, introduced the first Travel and Tourism Competitiveness Index (TTCI).

Thailand was ranked 43rd, lagging behind many countries, including South Korea. While a number of positive factors are mentioned in the WEF report, Thailand's poor-quality transport and tourism infrastructure was highlighted on the negative side.

Who was ranked No 1?

Switzerland.

What does Switzerland have that we don't? Ironically, for years, we have advertised Khao Khor in Phetchabun as the Switzerland of Thailand.

Switzerland took the leading position in the TTCI rankings as an extremely safe country, with excellent health and hygiene indicators and environmental regulations that are among the most stringent and effective in the world.

In a country that has some of the most highly regarded hotel-management schools in the world, Switzerland's human resources are second to none, ensuring an adequate supply of high-quality staff for the tourism industry.

Swiss air and ground transport and tourism infrastructure are also excellent, making it very easy and comfortable for visitors to move round the country. Furthermore, the country's natural and cultural resources are among the richest in the world. Switzerland is home to six World Heritage sites and many protected scenic areas.

So all our hopes rest now on acting national police chief Seripisut Temiyavej, who promised he would catch all of the Bangkok bombers within a month of his appointment. Only then will we know what their motives were and how to prevent other blasts from happening.

achara_d@nationgroup.com