A tourism destination and product storytelling strategy will be created for all provinces to promote their tourism values.

Chadatip Chutrakul, chief executive officer of Siam Piwat Co, operator of the Siam Centre, Siam Discovery and Siam Paragon shopping complexes, has joined dozens of top CEOs who were enlisted to help the government revive the sluggish economy amid global and domestic challenges.

Given mutual and national benefits, these CEOs, who command Thailand’s largest conglomerates, are working with the economic team headed by Somkid Jatusripitak, deputy prime minister for economic affairs.

The team recently set up 12 working groups comprising CEOs and top government officials to revitalise the economy with a strategy ranging from boosting innovation and productivity to attracting private investment and developing new infrastructure.

Chadatip is a member of the group led by Chanin Donavanik, vice chairman and executive chairman of Dusit Thani Plc, and Kalin Sarasin, chairman of the Tourism Authority of Thailand, that was tasked with promoting the meetings, incentives, conventions and exhibitions (Mice) and tourism industries. “The government has encouraged strong participation from the private sector to create ‘quick-win’ solutions to stimulate tourism and the economy. The solutions will be effective within six to 12 months.

“As the private sector, we have contributed to the government valuable information and views so that it can understand foreign tourists better,” she said.

“One of the quick-win solutions our group is working on is creating a storytelling strategy for tourism destinations and products being promoted in each province all over Thailand and putting them on the e-commerce page to be later developed by the Tourism Ministry.

“The move will allow tourists to access in-depth information on the brand champions of food, accommodations, cultural events and festivals of each province so they can choose their desired destinations,” she said.

“The key issue is how to promote each city as a premium destination in terms of the values behind its culture and events, the local wisdom and superb craftsmanship of its local products and the beauty of its natural resources.

“Quality and safety standards will be seriously raised at all destinations, which include hotels and restaurants,” she said.

Chadatip will take part in the arrangement of storytelling about Thailand as a premium destination.

“In conclusion we wish to see Thailand becoming a premium destination that is affordable yet delivers unparalleled value and experience to tourists from around the world.”

In line with the government’s policy to promote tourism, Siam Piwat will launch a major campaign this year inviting all citizens to contribute stories reflecting pride prevailing across the nation, presenting Thailand as a unique and extraordinary nation unlike any other in the world.

After weathering political unrest and economic hardships in 2014, the company saw 2015 as the year of resetting the economy.

“We experienced many fluctuating events in 2014, including political unrest. And 2015 is the year that most incidents went back to normal,” she said.

The 10-per-cent growth in sales posted by the company’s flagship property Siam Paragon last year was driven by the growth in inbound tourists by 15-18 per cent. They spent an average of Bt5,000-Bt6,000 per visit at the shopping complex.

The top sources of arrivals were China followed by Hong Kong, India and Indonesia. Other important sources of tourists were South Korea, Taiwan and Singapore.

Sales stalled after the blast at the Ratchaprasong Intersection in August, but fully rebounded in five to six weeks.

“After the year of reset in 2015, we expect the Thai economy to be better this year as many economic-stimulus measures issued by the government will be fully executed.

“The only challenge is the slowdown of the world economy,” she said.

The implementation of the Asean Economic Community (AEC) is also expected to benefit entrepreneurs in the region who will be able to share know-how, human resources, marketing campaigns and activities.

Siam Piwat began preparing for the AEC two years ago by joining with many department stores and shopping malls in Asean and Japan in the exchange of privilege programmes.

They are Parco in Japan, Lotte in South Korea, Times Square in Hong Kong, Taipei 101 in Taiwan and Starwood Hotels and Resorts Group.

“We plan to exchange on-the-job training for our staff with other retailers and shopping mall operators along with the alliance network,” she said.

The company has also started recruiting more front-office staff fluent in Asean languages. Of its 1,500-strong workforce, about 50 employees are from other countries in Asia, such as China, Taiwan, Japan and Indonesia.