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Happy Hour in Paradise

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Happy Hour in Paradise HAPPY HOUR IN PARADISE On alcohol and tourism in Thailand, Cambodia and the rest of the world Sara Heine This project has been undertaken with support from the Swedish International Development Cooperation Agency (Sida). Sida has not participated in the elaboration of the material and does not take a position on the views expressed. Cover photograph: Patrik Deijenstedt Happy Hour in Paradise CONTENTS SUMMARY ............................................................................................................. 5 INTRODUCTION ..................................................................................................... 6 METHOD ................................................................................................................ 8 1 HOLIDAY SPIRITS .......................................................................................... 9 Everybody’s Paradise ....................................................................................................... 13 Thailand in a glass ............................................................................................................. 16 UNTAC paved the way ..................................................................................................... 17 2 TOURISM’S DOWNSIDE .............................................................................. 19 Enjoyment, happiness and good company .............................................................. 21 The girls on the Loi Kroh Road ..................................................................................... 25 3 FROM NORTH TO SOUTH ............................................................................ 27 Proximity to tourists increases drinking ................................................................. 31 Pla ............................................................................................................................................. 35 Drinking on holiday or drinking every day ............................................................. 38 4 TOURISM VS PUBLIC HEALTH .................................................................... 40 Seven deadly days .............................................................................................................. 43 5 ABSOLUT TRAVELLER ................................................................................. 44 Leo sexy girls ....................................................................................................................... 48 6 CONCLUSIONS AND RECOMMENDATIONS ............................................... 49 Recommendations ............................................................................................................. 51 REFERENCES ...................................................................................................... 52 Literature............................................................................................................................... 52 Internet sources.................................................................................................................. 54 3 Happy Hour in Paradise 4 Happy Hour in Paradise SUMMARY Until the 1970s, tourism was commonly described as an exclusively positive phenomenon. The growth in travel, especially to Asia, Africa and Latin America, was seen as generating economic revenues and enabling development. Since the take‐off of mass tourism, however, numerous studies from different parts of the world have highlighted the series of problems that follow in tourism's wake. It remains a potential driving force for development, but this will require greater respect for the environment and for economically and socially sustainable development. This report raises the question of whether increased tourism leads to increased consumption of alcohol by citizens of the host country. It shows, through a survey of the existing literature in the field, and with examples from countries including Thailand and Cambodia, that tourism is indeed one of the causes of increased alcohol consumption in many tourist destinations. There are several explanations for this. One is that tourism, and especially mass tourism, has helped to spread new drinking habits. Moreover, the tendency of tourists to drink more when on holiday means that the pattern of consumption they pass on is often a high‐risk one. Secondly, the demand for alcohol by tourists also leads to increased access for the local population. Thirdly, the tourist and alcohol industries are able in various ways to influence policy proposals and legislation relating to alcohol. The alcohol industry also uses images related to holiday‐making in its marketing, while many of the trips and destinations offered by the tourist industry feature alcohol as a selling point. 5 Happy Hour in Paradise INTRODUCTION In May 2010 the World Health Assembly will discuss a proposal for a global alcohol strategy as drafted by the World Health Organisation (WHO) in cooperation with member states. If the assembly can unite around the proposal, we will have for the first time a common strategy for reducing harmful alcohol use, and the scope for measures at national as well as global level will be strengthened.1 A common strategy also means that the issue will receive much greater attention. This is important not least for the European region, which currently tops the tables for both alcohol consumption and the share of alcohol‐related deaths in the population.2 The issue is also of great significance for those countries in Africa, Asia and Latin America which at present wholly or partly lack legislation and policies relating to alcohol. Average consumption in these regions remains low compared with Europe owing mainly to a high share of non‐drinkers in many countries: 16 per cent of men and 75 per cent of women in the world are abstainers.3 Historically, alcohol has played a part in many societies. Local culture and/or religion regulated how, where and by whom alcohol was used. Drinking was linked to certain persons, contexts or points in time. With European colonisation, however, alcohol was exported as a commodity around the world, and the introduction of new products went hand in hand with the development of a new alcohol culture. Today, the same exports are being sold through new channels, with still greater powers of penetration. Globalisation, economic growth, increased tourism and an alcohol industry on the offensive are all contributing to a change in the pattern of alcohol consumption. In countries where social safety nets and the capacity for preventive measures and support are weak, the growth in drinking has a severe impact – in terms of ill health, domestic violence and road accidents as well as in economic terms. The global alcohol industry is, like an expanding tourist industry, an attractive source of income for many countries. At the same time, the costs that these 1 World Health Organisation <www.who.int>. 2 Swedish Ministry of Social Affairs <www.regeringen.se/sb/d/2533/a/14157>. 3 Robin Room, 'Summary' in Alcohol in developing societies: a public health approach (WHO, 2002), pp. 9, 16–17. 6 Happy Hour in Paradise industries bring with them are substantial. The aim of this report is to raise the question of whether increased tourism influences consumption of alcohol by the citizens of host countries. The available research on this subject is largely limited to single disciplines. Research on tourism refers in places to alcohol, but chiefly from the perspectives of alcohol‐related trips (such as wine tasting) or tourists' risk of accidents. Some alcohol researchers have looked at whether tourists' drinking influences the statistics on alcohol consumption in host countries, and have even carried out in‐depth field studies in specific tourist destinations. However, besides a WHO report from 2001 which was never published, there is a lack of more comprehensive research in the area.1 One factor that makes research more difficult is the lack of reliable statistics on alcohol consumption, particularly in countries in Asia, Africa and Latin America where the tourist industry is growing. The lack of basic studies complicates the follow‐up of developments in both consumption itself and consequences of consumption such as accidents and criminality. The invisibility of these problems in the statistics makes it more difficult to focus attention on the issues and on the political and economic action that is required to change the situation. 1 Vicky J. Lee, Tourism and Alcohol in the Developing World, Report for the WHO (2001). 7 Happy Hour in Paradise METHOD The background work for this report began with a survey of possible tourism‐ related influences on alcohol consumption in tourist destinations, with special emphasis on countries in the South. These factors were then divided into five areas: alcohol and holidays; the consequences of tourists' drinking; the influence on consumption by local people; tourism vs public health; and the influence of the alcohol industry. An inventory of the research literature and other articles on the subject within the fields of alcohol, tourism and medicine was made. In addition, several Swedish and international researchers in public health, alcohol and tourism were consulted for their views on existing research and possible ways to approach the problem. Johan Bengtsson then explored approaches to the problem in greater depth on a two‐week field trip to Thailand and Cambodia on behalf of Fair Travel (Schyst Resande). This involved
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