Pattaya Left Behind in Thailand's 'Premium' Tourism Upgrade Strategy. In a move causing a stir among the tourism community, Thailand's Prime Minister recently unveiled plans to elevate Phuket to "premium" tourist status, seemingly leaving Pattaya in the shadows. ASEAN NOW

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ANALYSIS

 

In a move causing a stir among the tourism community, Thailand's Prime Minister recently unveiled plans to elevate Phuket to "premium" tourist status, seemingly leaving Pattaya in the shadows. This decision positions Phuket as a primary international hub, celebrated for hosting significant tourist events and benefiting from substantial private sector investment.

 

This strategic push is aimed at capitalising on the thousands of tourists flocking directly to Phuket and bolstering its appeal through projects tackling urban challenges like traffic congestion, waste management, and organised crime, writes Barry Kenyon for Pattaya Mail

 

Instructions have been issued to local Phuket authorities to initiate innovative solutions for these urban issues, like community-led recycling efforts and promoting sustainable tourism. The president of the Phuket Tourism Association has joyfully embraced this designation, seeing it as a pathway to enhanced global attractiveness and economic growth.

 

However, Pattaya, a long-standing competitor to Phuket in the tourism sector, finds itself conspicuously missing from this "premium" narrative despite boasting many similar attributes.

 

The term "premium," often thrown around in tourism circuits, lacks formal definition and has been criticised for its ambiguity. This isn't the first time the label has caused a fuss.

 

Back in 2018, Pattaya had its moment of triumph when Democrat Party deputy leader Korn Chatikavanij expressed a vision for the city to become a "premium" resort destination—albeit to rally support for the party's local election candidates.

 

Pattaya's exclusion from the new "premium" label should perhaps be taken with a pinch of salt. The city can effortlessly hold its own against Phuket, both in terms of tourist draw, bustling events, and tackling the same urban issues concerning traffic and waste.

 

The notion of "premium" tourism has faced scrutiny from figures like former Deputy Prime Minister Anutin Charnvirakul, who urged a move away from low-cost tourism to lure in higher-spending visitors.

 

In light of this, Pattaya's stakeholders might find solace in ignoring labels and continuing to focus on the tangible qualities that have established the city as a staple on Thailand's tourist map.

 

Perhaps it's time to retire the vague "premium" tag to the realms of marketing, alongside ice cream promotions and exclusive visa privileges. Pattaya remains a vibrant, competitive destination, with or without the label, offering a unique blend of attractions capable of captivating a global audience.

 

-- 2025-01-11