Amazing Thailand: Tourism officials plan to market ‘Pita fever’ globally

BANGKOK - The Tourism Authority of Thailand (TAT) is planning to use

Thai opposition leader Pita Limjaroenrat

, 42, to woo more tourists to the kingdom by making him a tourism ambassador.

Mr Pita’s appeal could entice more foreign tourists – particularly youth from China, South Korea and Japan – to visit the Land of Smiles, TAT governor Yuthasak Supasorn said on Thursday.

Mr Pita, leader of Move Forward Party (MFP), is the candidate of an eight-party coalition

to become Thailand’s next prime minister

, though some analysts say he still faces a threat from the military-backed parties the coalition annihilated in the

May 14 election

.

Mr Yuthasak said Mr Pita is a great candidate to be an ambassador for Thailand’s tourism sector because he is popular with youth. “It would be advantageous if Pita agreed to serve as Thailand’s ambassador for the tourism industry, since he possesses the qualities of a key opinion leader.”

The marketing phrase, “key opinion leader“, is used to describe an “influencer” with expert or celebrity appeal who can attract attention for a brand.

MFP deputy leader Sirikanya Tansakul recently announced the party plans to speak with agencies in the tourism sector. She did not mention whether Mr Pita was considering becoming a tourism ambassador.

The

formation of the new government

is expected to be concluded in August.

Mr Yuthasak said policies by the new administration will be crucial to ensure Thailand meets

its goal of attracting at least 25 million tourists

this year.

Thailand is on track to

welcome 10 million visitors

during the first five months of this year, he said.

About 50,000 foreign nationals are expected to arrive in Thailand each day in May, Mr Yuthasak said.

In April, over 80,000 foreign nationals visited Thailand per day on average, but the numbers surged during Songkran, he added.

Mr Chamnan Srisawat, president of the Tourism Council of Thailand, agreed that making Mr Pita a tourism ambassador would be part of a “quick-win” strategy. He urged the next government to improve the quality of sites to make them more attractive to tourists.

The next tourism minister should come from either the Pheu Thai or Move Forward, Mr Chamnan added.

Harvard-educated Mr Pita has a massive youth following in Thailand and would be ideal for promoting domestic as well as foreign tourism, Mr Yuthasak said.

The TAT has a reputation for being one of the world’s most dynamic and innovative tourism bodies. THE NATION/ASIA NEWS NETWORK