As part of the move, the Government has created a Tourism and Sports Ministry and changed the role of the Tourism Authority of Thailand (TAT).
TAT will now be able to focus exclusively on marketing as its regulatory function has been removed. The tourism agency was previously tasked with setting standards and a code of conduct for the accreditation of local tourism suppliers.
TAT's deputy governor for marketing, Juthamas Siriwan, has also been promoted as governor, and given a 2003 budget of 3.3 billion baht (US$75 million).
In her previous roles, Siriwan orchestrated the highly-successful 'Amazing Thailand' campaign in the late '90s, which saw tourist arrivals top the 10 million mark.
Siriwan, who has been with the organisation for 25 years, is also charged with the long-term objective of doubling arrivals and revenue from current levels of 11 million and 360 billion baht respectively.
It is understood that the TAT is looking at a major tactical initiative to target niche sectors such as corporate meetings, health spas and the adventure travel market.
Sources told Media that the lion's share of next year's budget would be spent on such tactical initiatives, banking on the foundation created under the 'Amazing Thailand' run.
Leo Burnett created the 'Amazing Thailand' campaign, which was the country's first and successful attempt to create a brand for the destination. The country's people formed the key brand value of Amazing Thailand, with the effort showcasing their warmth, friendliness and tolerance.
Late last year, the account changed hands. It was awarded to Dentsu, which was tasked with building on that foundation but also giving greater focus to tactical marketing, seen to offer a faster return on TAT's marketing investment.
