'Wealth destination management" is the buzz phrase under Yuthasak Supasorn, the first outsider chief of the state-run Tourism Authority of Thailand (TAT).
On Aug 1, 2015, Mr Yuthasak was appointed governor of the TAT, which has marketed and promoted the country's tourism industry for nearly six decades.
Mr Yuthasak, 52, beat all internal candidates for the top job. He supervises more than 1,000 staffers at the agency.
Tourism is one of the key drivers of Thailand's economy, contributing close to 12% of GDP. Mr Yuthasak has vowed to shift the focus to quality leisure destinations, rather than exulting in high numbers of tourist arrivals.
Asked what the country must do to attract more high-value visitors, he says Thailand should improve product and service standards to offer the best hospitality. Meanwhile, local people -- especially those who live in remote areas -- should be able to share in the benefits of the tourism industry. To that end, the TAT and other tourism-related agencies have touted travel beyond major cities and into second- and third-tier provinces.
"I call this idea 'wealth destination management', which means all stakeholders and local people who are the real owners of tourism products should understand tourism and know how to take advantage of tourism booming," Mr Yuthasak says.
The launch of the Michelin Guide for Bangkok is one of Mr Yuthasak's proudest achievements.
Despite having worked at many leading organisations, including MCOT Plc, the Office of Small and Medium Enterprises Promotion and the National Economic and Social Development Board, Mr Yuthasak admits to feelings of apprehension during his first days of working at the TAT. A month into his stint, though, he gained confidence as the staff accepted his vision and mapped out strategic plans for the TAT and the tourism industry.
Thailand ranks in the global top 10 in terms of revenue contribution from tourism and international arrivals. The TAT employs more than 1,000 personnel and has 27 offices overseas and 40 local offices in tourism cities nationwide. This year, the agency plans to open an office in Toronto, Canada and is mulling its first office in South America.
In the domestic market, the TAT will soon open offices in Nan, Tak and Satun provinces to provide services for travellers. Having more offices means it's easier to get the message out. Helping visitors get into remote markets is one of the agency's biggest challenges.
The TAT has worked on the demand side for many decades, searching for new opportunities to get more tourists into the country. Officials are trying to shift the country's image from one of a cheap destination to that of a quality leisure destination. The TAT is targeting the Middle East, Southeast Asia and East Asia to draw more visitors from these markets.
The aim is to boost medical travellers from the Mideast and weekenders from across Southeast Asia. China, Japan and South Korea are priority markets in East Asia.
China continues to be the largest source of arrivals in Thailand. Total visitors from mainland China are expected to exceed 12 million by 2019 or 2020, while overall arrivals may reach 40 million within the next 3-5 years.
Mr Yuthasak says the TAT plans to open five representative offices in China to complement the five existing ones. Having more marketing offices will help leverage Chinese visitors, particular from smaller cities where millions of people are looking to travel overseas for the first time.
Mr Yuthasak underscores that Thai tourism authorities have been working hard to ease prolonged problems and crack down on so-called zero-dollar tours from China.
Mr Yuthasak has a laugh with TAT mascot Sook Jai.
To elevate the country's status, the TAT will continue to work with partners in the public and private sectors to improve safety and enhance standards for tourist draws such as street food and local shops.
"All stakeholders will have to work together to provide confidence to tourists while they are travelling in the country," Mr Yuthasak says. "Confidence is not about safety issues, but all about good food, good quality of products, good hotels and services, and unique Thai hospitality."
Some of his successful work includes the New Year's Eve countdown at the Temple of Dawn (Wat Arun) and the launch of the Michelin Guide for Bangkok.
Mr Yuthasak says he's confident that the Michelin project will help promote Thai food globally and increase the market value of local gastronomy.
Mr Yuthasak's management philosophy highlights teamwork and participation. Everyone in the organisation must work in the same direction, towards the same target. Floating thoughts from each person on the team can help create new ideas and drive change.
Promoting tourism nowadays differs from the methods used in the past, due to the need for creativity and collaboration. For instance, preparing an event involves many aspects such as event planning, marketing, public relations and community participation.
Mr Yuthasak on holiday with his wife and son.
"I do believe that change can somehow make things better than they used to be," Mr Yuthasak says. "To bring greater things for all, the answer is participation of everyone in the organisation."
He opts not to sit in the office and have people report what they did or what they want to do. Instead, he feels happy to go outside and meet people so he can talk with them and get first-hand information in order to deal with the issues.
"Another working ideal is about speed and efficiency," he says. "Thinking of working for a company, not for a public organisation. I wish I were a company chief executive, so I will lead the TAT to become one of the leading state-owned organisations."
Mr Yuthasak's term in office ends in August 2019, but he says he will try to leave some legacy or clever thoughts to his successors.
"Yes, I have to continue to work hard until I retire from the TAT, but I would say that I'm a hilarious man. Make my life fun and be nice to people and everyone. You can often see me smiling."
Each day, Mr Yuthasak wakes about 5.30am, reads the daily news and arrives at the office at eight for meetings and to sign approvals.
In his free time, he likes to stay home with his wife (his son is in school in the US). He reads detective novels and investigative series, hoping to catch some management ideas. Sometimes he goes to the movies or gets a massage.
"If people ask what is my favourite destination, I would say beaches, the places where I really enjoy that wide horizon and it really crafts my imagination for work or life."
Like the horizon's curve, there is a wide world of things to see and do, Mr Yuthasak says. After his retirement next year, he plans to look for opportunities at other organisations. Then his working life will begin again.
