In a pivotal meeting on June 27, 2024, top executives from Urasaya Property joined forces with local tourism leaders and stakeholders in Nakhon Si Thammarat to chart a transformative path for the province’s tourism sector. The provincial Chamber of Commerce organised this gathering to align efforts under the Thai government’s ambitious “Ignite Thailand” initiative to elevate 55 second-tier provinces into prime tourist destinations.
Urasaya Property Co., Ltd., renowned for its innovative real estate developments and creators of the luxurious Banyan Tree Residences Sichon, spearheaded the discussions. The meeting brought together an impressive array of local tourism leaders, key stakeholders, and business community members to deliberate on creating a sustainable and prosperous future for this southern Thai gem.
Igniting Thailand’s Hidden Gems
The “Ignite Thailand” initiative, launched by Prime Minister H.E. Mr. Srettha Thavisin in June 2024, focuses on promoting high-potential provinces under five captivating categories: Must Eat Local Food, Must See Local Culture, Must Seek Unseen Attractions, Must Buy Local Arts & Crafts, and Must Beat Local Sports. With its rich cultural heritage and stunning natural landscapes, Nakhon Si Thammarat is poised to become this framework’s flagship destination.
A Vision for Sustainable Tourism
The meeting was graced by prominent figures from Nakhon Si Thammarat’s travel, tourism, hospitality, and commercial sectors. Among them were Khun Chakraphat Leelertphan, President of the Nakhon Tourism Association; Khun Montri Manator, Director of the Tourism Authority of Thailand (TAT) for Nakhon Si Thammarat; Khun Prayoon Ngoenprom, Chairman of the Nakhon Si Thammarat Chamber of Commerce; and Khun Alongkot Vatcharasint, Vice Chairman of the Chamber of Commerce.
Gary Bowen, Managing Director of Urasaya Property, and Ravi Chandran, Executive Director, highlighted the province’s untapped potential. As developers of the Banyan Tree Residences Sichon, the first luxury beachfront branded residence in Nakhon Si Thammarat, they emphasized the project’s role in ushering in a new era of tourism and development for the province.
Infrastructure and Future Prospects
Nakhon Si Thammarat is at the cusp of a significant transformation, buoyed by the recent opening of its new international terminal at the local airport. This development is set to facilitate direct flights from Bangkok’s Suvarnabhumi Airport, making the province more accessible to domestic and international tourists. Emerging areas like Sichon Beach and Khanom Beach are gearing up to welcome high-end travellers seeking unique, immersive experiences.
The province’s challenge lies in balancing tourism growth with environmental sustainability. The discussions focused on leveraging improved transport infrastructure and expanding guest capacities while preserving Nakhon Si Thammarat’s natural charm and tranquillity. Stakeholders explored strategies to position the province uniquely under the “Ignite Thailand” initiative, ensuring a harmonious blend of development and conservation.
Showcasing Unique Attractions
Nakhon Si Thammarat boasts a plethora of unique attractions that align perfectly with the “must-do” activities of the Ignite Thailand initiative. The province is renowned for its fresh seafood and artisanal products like organic chocolates (Must Eat Local Food), ancient Buddhist temples (Must See Local Culture), and natural wonders such as jungle-clad mountains, pink dolphins, waterfalls, and caves (Must Seek Unseen Attractions). Traditional silk-weaving villages (Must Buy Local Arts & Crafts) and water sports along the Gulf of Thailand (Must Beat Local Sports) add to its allure.
Khun Montri Manator, Director of TAT Nakhon Si Thammarat, expressed his enthusiasm, stating, “Nakhon Si Thammarat is a beautiful province with many natural and cultural treasures. Under the Ignite Thailand initiative, we look forward to showcasing our tourism assets to a wider audience of domestic and international visitors, while sustainably spreading the benefits of tourism for many years to come.”
Collaborative Efforts for a Brighter Future
Khun Prayoon Ngoenprom, Chairman of the Nakhon Si Thammarat Chamber of Commerce, underscored the importance of collective action, “Nakhon Si Thammarat has everything needed to become a world-class tourism destination. Now, we need collaborative action to promote the province, enhance our tourism products, upskill local workers, improve international standards, and maximize our marketing efforts. The arrival of global brands such as Banyan Tree will enhance our profile on a global stage.”
Ravi Chandran, Executive Director of Urasaya Property, echoed this sentiment, “We are delighted to come together with so many of our esteemed local partners and colleagues to create a sustainable future for tourism in Nakhon Si Thammarat. Banyan Tree Residences Sichon, which blends five-star hospitality with authentic southern Thai elements, is a pioneering project and a perfect example of how this emerging province is successfully positioning itself for a brighter future.”
Conclusion
The convergence of domestic and international stakeholders in Nakhon Si Thammarat marks a significant milestone in the province’s journey towards becoming a premier tourist destination. Through strategic collaboration and innovative initiatives, Nakhon Si Thammarat is set to captivate the world with its unique blend of culture, nature, and luxury. As the province embarks on this exciting new chapter, the vision of a thriving, sustainable, globally recognized tourism hub is well within reach.
Written by: Kanda Limw
