Sontaya: To promote sports in tourism

Thailand's first Minister of Tourism and Sports, Sontaya Kunplome talks to Yeoh Siew Hoon about pushing sports, ensuring safety, protecting the environment and promising continuity in government policies.

Thailand has become the latest destination to recognise sports as a growing force in tourism, after countries such as Australia, Britain and Malaysia. It has created a Ministry of Tourism and Sports portfolio for the first time.

Minister of Tourism and Sports, Sontaya Kunplome, himself a golfer and soccer player, said, "The reason why the government has put sports and tourism together is because we have seen so many countries bidding successfully for so many events - like the Asian Games and Olympics."

He told TravelWeekly that Thailand was bidding for the World University Games in 2007 and would host the Asian Indoor Games in 2005. The latter event was originally slated to be hosted by Macau. "However, Macau has said they are are not ready and the organisers have requested that Thailand hosts the event," said Sontaya.

Two sports Sontaya is keen to push - soccer, where it plans to invite international teams to Thailand, and tennis, where national hero Paradon Srichapan, who jumped from 125 to 16 in ranking in one year, has inspired many Thais.

"This is the basis of how to promote sports - through national heroes."

Sontaya said Tiger Woods, whose mother is Thai, was also seen as a hero of the Thai people because he is a key reason "why many Thai kids want to play golf today".

He acknowledges that he is coming in at a difficult time in tourism after the Bali blast and the subsequent travel warnings on Thailand.

"We will have to see how much it (Bali) will impact on Thailand and we will analyse how to overcome this problem."

He said the government had stepped up security measures.

Said Sontaya, "The government is doing everything it can regarding security measures to ensure that visitors and assets are being protected."(see box)

He added, "The most important thing about Thailand is, it is recognised as the land of smiles and we are renowned for our hospitality. This is one of the big selling points that we have to convey."

Another pressing issue facing Thailand is environmental concerns as criticisms mount against over-development in areas like Phuket, Ko Phi Phi and Ko Chang.

Sontaya, who was the Minister of Science, Technology & Environment previously, said, "Obviously the environment is one of the most important forces of the tourism industry. When I was in the last ministry, we had plans to combine the environment and tourism to ensure sustainable tourism in Thailand.

"We have to look at how we can coordinate the different government departments - national resources, environment, science and technology and interior - and also the local governments to sustain and protect our environment.

"The government will introduce technology and budgets to facilitate projects such as garbage disposal and sewage treatment."

Asked if he thought the government had done a good job thus far in protecting Thailand's environment, Sontaya said, "We have quite a few environmental plans in place in Thailand. In the past, we had an air quality control problem in Bangkok and with the implementation of some programmes, the air quality in Bangkok and Thailand has improved."

It is argued however that Thailand's weakness is the implementation and enforcement of policies to which Sontaya responds, "So much has been said in the press but with the current government and the efforts of the prime minister, we have been clamping down on rules. In the past, perhaps there was a lack of communication with the local people and implementation was not as effective as it should be."

So will the industry finally see some action from this government?

Yes, said Sontaya, who noted that the prime minister was stressing return on investments on government budgets given to departments.

According to Sontaya, cabinet ministers now have to sign a contract with the civil service "to do the best to perform their job and the permanent secretary, who is the most senior civil servant, will oversee the implementation of such contracts".

There is however one more quandary for Thailand - too many ministers in too short a time and therefore a lack of continuity in policies - which begs the question, how can Thailand overcome this challenge?

"Now that the Ministry of Tourism and Sports has direct involvement and responsibility for tourism policies for Thailand, we will have to integrate all the past policies into one main body. The prime minister's policy is that the predecessor comes in and hands over fully. With this, the problem of continuity will be solved."