It may be the blue waters or the white sands of its many beaches. Or the golden temples and the saffron robes of monks in the middle of a cosmopolitan capital. Or the deep purple orchids and bright red bougainvillaea, the shiny silk and the sparkling gems. These exotic and colorful images of Thailand exert a strong allure, enough to have drawn in more than 10 million visitors to the ancient kingdom in 2002. The country can rightly boast of being “Amazing Thailand.” And it continues to cast its enchanting spell.

According to the Tourism Authority of Thailand (TAT), more than 11 million tourists are expected to have visited the country by the end of this year -- whether to explore bustling Bangkok, chill out in some little-known island hideaway or recharge spirits in a mountain jungle retreat. As tourism assumes an ever greater role in the Thai economy, TAT has seen its mission grow much more important since the agency was established in 1960. Tourism is currently the country’s largest earner of foreign exchange.

Wat Mahathat in Ayutthaya

“The government recognizes tourism as a key factor in moving the country’s economy forward. Everybody sees the opportunity that tourism provides for growth and Thailand is becoming an increasingly popular tourist location,” TAT governor Juthamas Siriwan explains.

“Thailand is beautiful, safe and peaceful and our main goal is to try to bring more visitors to the kingdom. I am confident that Thailand has a good product in terms of tourism. Besides Thai culture and Thai food, we have beautiful historical sights, a wealth of nature and of course stunning beaches. These are the things that visitors are looking for. We are trying to create awareness all over the world that Thailand is the place to visit,” she adds.

Songkran in Chiang Mai

Known as Siam until 1939, Thailand is made up of 76 provinces or changwat. Covering an area of 514,000 square kilometres and bordering Burma, Laos, Cambodia and Malaysia, Thailand lies at the very heart of Asia’s most diverse tourist region. The spiritual, cultural, political and economic center of Thailand is the city of Bangkok. With its population of over 6 million, approximately one in every 10 Thais is a Bangkok resident. The capital offers all the sights and sounds of a bustling city while encompassing an intriguing contrast of eastern mysticism and western culture. Just two examples out of thousands: Situated next to the Grand Palace is “Wat Pho”, which houses Bangkok’s famous 46 meter-long “reclining’ Buddha”. This impressive sight is comparable with the solid gold seated Buddha – weighing in at five and a half tons -- found at “Wat Traimit”.

From the places of cultural and historical interest to the shopping districts throughout the city, Bangkok has something to offer every visitor. Throughout the capital, there is a sense of movement and energy and this is further enhanced with the various modes of transport on offer to intrepid visitors.

Tuk-tuks are a must-ride in Bangkok. These open-air three-wheeled motorized vehicles offer cheap and (depending on your driver) exhilarating transport around the city. Taxis and buses, however, are readily available for the faint hearted. The recent addition of the world-class Skytrain, which rolls high over the busy streets of Bangkok, is also an economical, clean and efficient alternative for getting around town.

Providing a welcome break from urban life, Thailand’s coastline encompasses a vast number of beaches. Worth mentioning are the white sand beaches of Ko Samet, in the less developed northwest coast of Phuket, and the dive spots off Ko Similan, where the clear waters and varied marine life guarantee a memorable underwater experience.

Although enjoyment can be had every day, national festivals are focal points of the year for Thai society as well as tourists. Songkhran (the Thai New Year) is the liveliest of the county’s festivals. Celebrations usually take place in mid-April and involve elaborate parades, high-spirited water-splashing, and other forms of revelry.

Bolts of Mudmee silk from northeastern Thailand

Thailand’s exquisiteand unique cuisine also ranks high on the to-do list of visitors wanting to enjoy a true Thai experience. “The kitchen of the world” is a phrase often associated with Thailand. From street sellers to five-star establishments, the food on offer can seem endlessly delicious.

The combination of influences from the West and from countries around the region, together with a consistently high level of service, have made Thailand one of the world’s most popular culinary destinations.

A view of Ao Phra Nang on Krabi

Siriwan is particularly proud of the Thai service industry’s world-class reputation and attributes the achievement to his countrymen. “Thai people are friendly and recognize the importance of offering a high level of hospitality,” she explains. “This is one of the main reasons visitors come back to Thailand. Nothing can compare with the service which tourists receive in Thai hotels. Even at inexpensive hotels, visitors enjoy their stay because the hotel staff serve them from the heart.”

A short trip to Thailand is best during the cool season from November to February – but it will only scratch the surface of what this wonderful county has to offer. Cuisine, beaches, massages and cultural and architectural wonders all go towards making Thailand one of Asia’s premier tourist destinations.

In the end, however, any length of time spent in the country will lead the visitor to one inescapable conclusion. Although Thailand is a country of contrasts that is constantly changing with the times, one thing will remain the same: the friendly faces, the rich historical architecture and the country’s incredible landscape. Amazing Thailand will always be available to those who choose to visit here -- one of the world’s finest destinations.

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