“Thailand needs to do more to keep its tourists safe if it wants to achieve its objective of attracting more high-end travellers, operators say, or it risks losing out to its up-and-coming neighbours. With its palm-fringed beaches, Buddhist culture and racy nightlife, Thailand has been the poster child for Asian tourism for decades, attracting a range of visitors from backpackers and adventure-seekers, to families and culture vultures. But dark clouds could be forming even as a record 32 million tourists are expected this year. The industry, which accounts for 10 percent of gross domestic product, has been remarkably resilient to political upheaval over the last decade or so that has included violent street protests and military coups. Woeful road safety, accidents at sea, scams and even angry elephants have added to what seems like a never-ending litany of bad news tracking the increase in arrivals. The government's Tourism Authority now wants to focus on “quality tourism”, and has launched a campaign to attract visitors who spend more, and hopefully stay out of trouble. “Many people say tourists come here because it is a cheap destination. This needs to change”, Tourism and Sports Minister Kobkarn Wattanavrangkul told a Bangkok workshop on tourist safety last week. But attracting discerning travellers could be hard following the spate of crime, some operators say. “If we want to attract the high end we need to reassure them too because meeting our target luxury-traveller target will be harder after the recent negative publicity”, said Surapong. “To spend they have to feel safe”. – Amy Lefevre via Reuters



Tourist take pictures at Mai Khao Beach, as a plane approaches the Phuket International Airport in Phuket, Thailand March 17, 2016. With its palm-fringed beaches, Buddhist culture and racy nightlife, Thailand has been the poster child for Asian tourism for decades, attracting a range of visitors from backpackers and adventure-seekers, to families and culture vultures. But dark clouds could be forming even as a record of 32 million tourists are expected this year. (Photo by Athit Perawongmetha/Reuters)





A tourist prepares to snorkel on a beach of Maiton Island in Phuket, Thailand March 18, 2016. (Photo by Athit Perawongmetha/Reuters)





Tourists are seen on a beach of Maiton Island in Phuket, Thailand March 18, 2016. (Photo by Athit Perawongmetha/Reuters)





A tourist parasails at Kata beach in Phuket, Thailand March 17, 2016. (Photo by Athit Perawongmetha/Reuters)





A tourist parasails at Patong beach in Phuket, Thailand March 19, 2016. (Photo by Athit Perawongmetha/Reuters)





A tourist jumps into water near Maiton Island in Phuket, Thailand March 18, 2016. (Photo by Athit Perawongmetha/Reuters)





Tourists snorkel near Maiton Island in Phuket, Thailand March 18, 2016. (Photo by Athit Perawongmetha/Reuters)





A tourist poses for a photograph on a boat near Maiton Island in Phuket, Thailand March 18, 2016. (Photo by Athit Perawongmetha/Reuters)





A tourist snorkels near Maiton Island in Phuket, Thailand March 18, 2016. (Photo by Athit Perawongmetha/Reuters)





A tourist holds an umbrella at Patong beach in Phuket, Thailand March 19, 2016. (Photo by Athit Perawongmetha/Reuters)





A tourist surfs on FlowRider, a surf simulator, at Kata beach in Phuket, Thailand March 17, 2016. (Photo by Athit Perawongmetha/Reuters)





Tourists sunbath on Kata beach in Phuket, Thailand March 17, 2016. (Photo by Athit Perawongmetha/Reuters)





A tourist sunbathes on Patong beach in Phuket, Thailand March 19, 2016. (Photo by Athit Perawongmetha/Reuters)





Tourists sit as they wait for their boat at Maiton Island in Phuket, Thailand March 18, 2016. (Photo by Athit Perawongmetha/Reuters)





A tourist climbs on a fence of the Phuket International Airport in Phuket, Thailand March 17, 2016. (Photo by Athit Perawongmetha/Reuters)





Tourists play volleyball on Kata beach in Phuket, Thailand March 17, 2016. (Photo by Athit Perawongmetha/Reuters)





Tourists take selfie on a street near Patong beach in Phuket, Thailand March 19, 2016. (Photo by Athit Perawongmetha/Reuters)





Tourist play on a street near Patong beach in Phuket, Thailand March 19, 2016. (Photo by Athit Perawongmetha/Reuters)





A sun sets behind a buddha statue in Phuket, Thailand March 18, 2016. (Photo by Athit Perawongmetha/Reuters)





Tourists walk past an evacuation sign near Patong beach in Phuket, Thailand, March 19, 2016. (Photo by Athit Perawongmetha/Reuters)





Tourists snorkel near Maiton Island in Phuket, Thailand March 18, 2016. (Photo by Athit Perawongmetha/Reuters)