The Tourism Authority of Thailand (TAT) has expressed its intention to appoint Pita Limjaroenrat, the 42-year-old leader of the Move Forward party, as a tourism ambassador to attract more tourists to the country. Pita’s popularity among younger generations, particularly those from China, South Korea, and Japan, could prove beneficial in drawing more visitors to the Land of Smiles, according to TAT Governor Yuthasak Supasorn.
As the leader of Move Forward—an eight-party coalition vying for the position of Thailand’s next prime minister—Pita appeals to younger demographics, making him an ideal candidate for promoting the nation’s tourism sector. Yuthasak described Pita as a “key opinion leader,” a marketing term referring to an influential figure with celebrity or expert appeal who can generate interest in a brand.
Move Forward Deputy Leader Sirikanya Tansakul has revealed the party’s plans to collaborate with tourism agencies but hasn’t explicitly confirmed whether Pita is considering the role of Thailand’s tourism ambassador. The formation of the new government is set to be finalized in August.
Yuthasak pointed out that the new administration’s policies will be instrumental in ensuring Thailand reaches its goal of attracting at least 25 million tourists in the current year. With the country on track to receive 10 million visitors during the first five months, he anticipated a daily arrival of 50,000 foreign nationals in May.
In April, Thailand saw over 80,000 foreign nationals visiting per day on average, with numbers surging during the Songkran festival. Chamnan Srisawat, President of the Tourism Council of Thailand, concurred that appointing Pita as a tourism ambassador would serve as a “quick-win” strategy.
Chamnan urged the incoming government to enhance tourist sites’ quality to increase their appeal to visitors. He also suggested that the next tourism minister should be from either the Pheu Thai or Move Forward parties.
Harvard-educated Pita boasts a substantial youth following in Thailand, making him the ideal figure to promote both domestic and foreign tourism, according to Yuthasak. TAT is globally renowned for being one of the most innovative and dynamic tourism agencies worldwide, and Pita’s appointment could enhance its prestige further.