Date: 26 Dec 02

The Tourism Authority of Thailand (TAT) has announced plans to make the country the "Tourism Capital of Asia" within three years.

The Thai tourism industry is now facing an era of greater competition on the global stage, especially when free trade in services becomes more prevalent under the rules of the World Trade Organization. Consequently, the new strategy will be launched to improve every aspect of the tourism industry, including product, standards, services, and prices in order to achieve the title of "Tourism Capital of Asia". 

The new strategy will place heavy emphasis on enhancing the Thai identity across all its manifestations, including the friendliness of people, the uniqueness of its food, service quality, way of life, arts, culture and traditions nationwide.

Moreover, the more specific campaigns on highlighted products will be encouraged. These consist of city-trips, multi-city trips, adventure/environment, man-made attractions, thematic routes, medical/health care, long stay, sport, agro-tourism, educational tourism, and the Thailand Grand Festival of monthly theme events.

At the same time, efforts to encourage the consideration on environmental and cultural preservation in local communities will be made. This will better prepare them to build their tourism industries on a long-term sustainable basis and allow them to improve the quality of their product and service standards at once. 

The Tourism Authority of Thailand stated that 2003 would be a Year of Tourism Reform across all its various sectors.

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