The FORESTRY

PRIVATE ENTERPRISE

INIT'IATIVE

jFOREST School of Forest Resources

AUNVERS.T,ME 1 North Carnlina State University

School of Fo-estry and Eirvironmental Studies Duke University

,...-, Office of International Cooperation and Development { j -Forest Service F-o:estrySupport Program and - Southeastern Forert Experiment Station

Su;'ported and funded by .. "" - Burec, j for Science and Technology '1!l1', Agency for Internationa' Development

FPEI Working Papers Series June 1987 Southeastern Center for Forest Economics Research )\122-4. R,-'.i h Fri,,ngJ Park, Nt. 27709 Telphon(,e9l)541.4221

Natural History and Nature-Oriented Adventure Travel for Rural Development and Wildlands Management: Diagnosis of Research Needs and Project Opportunities for Thailand

By

Patrick B. Durst

FPEI Working Paper No. 12

FPEI Working Paper Series June 1987

The SCFER Institutwins USDA Foxr(-t S'fvpe Suti'asern Forest Expxeimen, Sati:wn Durst, Patrick B. 1986. Natural History and Nature-Oriented Adventure Travel for Rural Development and Wildlands Management: Diagnosis of Research Needs and Project Opportunities for Thailand. Southeastern Center' for Forest Economics Research, Research Triangle Park, NC. FPEI Working Paper No. 12, 21 pp.

About the Authors Patrick B. Durst is a Special Projects Coordinator for the Forestry Support Program of the USDA Forest Service, Washington, D.C.

About FPEI Working Papers FPEI working papers ar. a special series of SCFER working papers issued the Southeastern by Center for Forest Economics Research for the purpose sharing the research of findings of the Forestry Private Enterprise Initiative. These papers are distributed in order to promote the timely release of new theories, data and findings. Working papers represent various levels of research findings and readers are encouraged to contact the author(s) for information. Some more of the papers may be published in modified form elsewhere. An updated list and copies of FPEI Working papers are available from at P. 0. the Center Box 12254, Research Triangle Park, INC 27709, (919) 541-4221. THE FORESTRY PRIVATE ENTERPRISE INITIATIVE

FPEI is a cooperative project executed by the Southeastern Center for Forest Economics Research (SCFER) in collaboration with the USDA Office of International Cooperation and Development (OICD) and the USDA Forestry Support Program (FSP), The primary members of SCFER are the USDA Forest Service Southeastern Forest Experiment Station, North Carolina State University, and Duke University. FPEI is supported and funded by the United States Agency for International Development (AID), Bureau for Science and Technology (S&T) [through its Office of Forestry, Environment, and Natural Resources (FENR)].

CI Natural History and Nature-Oriented Adventure Travel for Rural Development and Wildlands Management: Diagnosis of Research Needs and Project Opportunites for Thailand

Patrick B. Durst Special Projects Coordinator USDA Forest Service, Forestry Support-Program P.O. Box 2417 Washington, DC 20013

September, 1986

funded by the U.S. Agency for Tnternational Development Bureau for Science and Technology Office of Forestry, Environment and Natural Resources

RSAS Yf--AG-2,

which isjointly managed by the USDA Office 6f International Cooperation and Development and the USDA Forest Service, Forestry Support Program

Ia4Ida4d4 NATURAL HISTORY AND NATURE-ORIENTED ADVENTURE TRAVEL FOR RURAL DEVELOPMENT AND WILDLANDS MANAGEMENT: DIAGNOSIS OF RESEARCH NEEDS AND PROJECT OPPORTUNITIES FOR THAILAND

September, 1986

Patrick B. Durst, Special Projects Coordinator USDA Forest Service, Forestry Support Program P.O. Box 2417 Washington, D.C. 20013

"The Forestry Private Enterprise Initiative"

Project of the Southeastern Center for Forest Economics Research with the USDA - FS Forestry Support Program and AID's Bureau for Science and Technology

V NATURAL HISTORY AND NATURE-ORIENTED ADVENTURE TRAVEL FOR RURAL DEVELOPMENT AND WILDLANDS DIAGNOSIS MANAGEMENT: OF RESEARCH NEEDS AND PROJECT OPPORTUNITIES FOR THAILAND

This report presents personal observations and interviews in results of Thailand during the period September The short diagnostic 6-12, 1986. visit was made to identify opportunities for research and future projects that will promote rural development and wildlands conservation by expanding nature-oriented tourism in Thailand.

The information-gathering procedure reconnaissance used for this closely followed the approach Laarman during used by Jan similar trips to Costa Rica and 1986. This report Ecuador in May, is purposefully presented in consistent with a format Laarman's earlier report ("Nature-Oriented Tourism in Costa Rica and Ecuador: Diagnosis of Research Needs and Project Opportunities", June 1986) for ease in comparing needs and opportunities in the countries surveyed. An inherent risk of brief surveys is the possibility drawing improper conclusions of based on filse or incomplete information. Lack of time limited the number of interviews Thailand to a fairly in small number, and there were opportunities to survey no parks or other natural areas Bangkok. Nevertheless, outside the issues of rural wildlands management, development, and nature oriented tourism discussed with knowledgeable were people with a variety perspectives, and of a number of problems, opportunities, needs were consistently and identified from these conversations.

Appendix A lists the persons in valuable Thailand who sacrificed time to present their ideas and information to me. I am very grateful for their assistance.

SUMMARY OF NEEDS

The following lists itemize the most immediate research obvious and and development needs for nature-oriented tourism in Thailand. Initiating a nature-based industry that effectively tourism stimulates rural development requires close cooperation between several government agencies, conservation organizations, universities, and the private sector. Management, marketing, and promotion must be implemented simultaneously. - 2 -

Since most nature-related tourism activities federally controlled depend on natural resources, the government take the lead, directly must or indirectly, in natural resource management and tourism support. If the government lacks the money or motivation for direct alternatively involvement, it must create the proper atmosphere for enterprise to assume private aggressive development and managerial roles. Marketing and promotion of tourism products effectively accomplished are most by public and private organizations working in concert. Examples of successful marketing and promotion by private firms working independently tourism boards of government can be cited, but since consumers traditionally seek travel information from government sources, companies working alone are at a distinct disadvantage.

PROMOTION

1. Empirical quantification of the nature-oriented economic impacts of tourism in Thailand. Possible areas include the Khao Yai wilderness of focus trekking program, trekking in the Chiang Mai and Cniang Rai areas, nature resorts in Kanchanaburi, and the national parks. assessments The purpose of such is to educate government officials potential economic importance about the of nature tourism (especially to rural economies) and encourage increased for wildlands public expenditures protection, management and promotion. impact analyses are (Similar underway by the Forestry Private Enterprise Initiative in Costa Rica and Ecuador). 2. Study of the effectiveness of the Tourism Authority of Thailand (TAT) in promoting nature-oriented tourism abroad. (A general study of the responsiveness countries of over 100 developing to mail requests for nature tourism nearly completed information is by the FPEI. The study could expanded to assess easily be the TAT's effectiveness in more detail). 3. Workshops or familiarization ("fam') tours to national parks for Thai tour operators stimulate and travel agents to their interest in natural history. exposed to the potentials Having been of nature tourism, operators may be encouraged to develop new nature-oriented services. destinations and Travel agents may similarly become more recommending nature-related confident in destinations and activities to their clients.

4. Update tourist information on national parks and natural areas. Revision of the out-of-print to the 1982 Shell Guide National Parks of Thailand, or production guide, would encourage of a new a huge increase in the number of visits - 3 ­

to the national parks, especially by foreigners. Development of more appealing promotional materials, written in English or other foreign languages, would also stimulate interest. Analysis of the availability, quality, and affordability posters, of postcards, books, and T-shirts which feature wildlands and natural history is also desir&ble.

5. Development of natural history education programs. More journalists and media representatives should be invited participate to in natural history trips like those sponsored by the Wildlife Fund Thailand (WFT). They should then be encouraged to report on the trip and write nature environmental and articles for newspapers and magazines. Similar trips could also be used to stimulate appreciation of nature by students. Films, slide programs and other educational materials featuring natural history and nature-oriented recreation also need to be developed and distributed to schools and media centers.

6. Workshops for tour operators and nature resort managers on developing more effective promotional brochures and advertising campaigns. Provide advice on effective distribution of promotion materials.

7. Analysis of the costs, cost-sharing possibilities, and benefits of "fam" trips for domestic and foreign travel agents which are designed to stimulate purchases of nature-related tourism.

MARKETING SURVEYS

1. Survey of foreign tourists in Thailand with respect to their perception of nature-oriented tourism in the country, the availability and usefulness of information on nature destinations, and preferred activities. For visitors who have actually participated in outdoor activities in the country, an analysis of satisfaction levels, reasons for visiting participating or in specific activities, likes and dislikes, and intentions to return can also be made. (The FPEI is planning similar studits for Costa Rica and Ecuador). 2. A specific study similar to # 1 just above is needed for visitors to national parks. Results will help park planners, developers, and managers to be more responsive to the demands of park visitors. The National Park Division (NPD) plans a study of this type, contingent on available funds. (The FPEI is currently assisting the Costa Rican National Park Service conduct a survey of this type). -4­

3. Survey of local (Thai) tour operators to identify constraints and problems associated nature-related with organizing and running tours. The survey should specifically evidence of government disincentives probe for development to private sector and seek answers to the question operators are of why so few currently active in nature tourism. preferred destinations and Determine activities among current nature tourism opportunities. 4. Survey of U.S.-based operators or European-based tour with respect to their perceptions nature-oriented tours to of leading Thailand. Operators would be asked define advantages and disadvantages to competing destinations. of Thailand versus Suggestions should be sought improving Thailand aL for a destination for nature tourism. general survey of U.S.-based tour (A operations and wholesalers is currently being made by the FPEI). 5. Sur,,.y of U.S. conservation organizations, nature-related professional societies, identify and university groups to constraints and potentials for Thailand for nature attracting them to study tours and outdoor recreation. survey of this type, with (A reference to Costa Rica and Ecuador, is being planned by the FPEI).

MANACEMENT 1. Organization of a national-level public/private council to define policies, nature-orianted programs, and projects for tourism in support of rural development. council would include representatives The of the TAT, NPD, conservation organizations, tour operators, operators, hotel and resort universities, the National Development Board, Economic and Social and the airlines. (A similar being organized in Costa council is Rica with the help of the FPEI). 2. Development of training programs and short courses for natural history guides. Tour operators, nature resort managers, NPD officials, and university collaborate representatives should in designing the curricula, selecting identifying training instructors, sites, and determining criteria monitoring and evaluating for cost-sharing trainees. Analysis of costs, arrangements, and demand must to the be completed prior implementation of a training program. 3. Improvement of national managemcnt. park protection and The following tasks are needed: parks assessment Completion of (ongoing by the NPD and demarcation of Kasetsart University), park boundaries, development of plans, hiring of park management more protection officers and specialists, identification interpretive of management zones, and - 5 ­

implementation of community development programs. brochures, Maps, and interpretive materials are also needed.

4. Development of park infrastructure. by management plans, As prescribed construction of access roads, hiking trails, wildlife-viewing blinds and towers, visitor centers, accommodations, restaurants, concession stands, picnic campsites, and areas should be completed to facilitate visitors. 5. Analysis of national park development policy with respect to private investment in lodging facilities, restaurants, shops, concessions, and tour businesses operating in and near national parks and protected areas. 6. Analysis of the user fee structure for national parks. Consideration should be given structure to a two-tiered fee (separate rates for foreigners versus Concession rates Thais). for tour operators and other businesses within national parks also require analysis. 7. Analysis of income generation and distribution revenues from parks of and protected areas. Of special interest is the extent with which revenues are retained and distributed among the local residents. 8. Indentification of suitable managers for the Khao Yai wilderness trekking program (and other programs government or conservation the groups may want to place in hands of private the sector managers). Procedures for selecting acceptable managers and transferring the programs to them must be developed. Chiang Rai

Chiang Mai

KO1hZ-Q urcL4xDS

EUJRHA

CENaTRA.UR Kanichana bur i./ ALA~IPUCHE Erawan National Park/ ta .EI .HRAPat Bago < eaya I Khao Yai National Park

.ILLSU"T

Phuket

Figure 1. Major nature tourism destinations in Thailand. - 6 -

OBSERVATIONS AND BACKGROUND

1. Definition of Nature-Oriented Tourism Tourism is now the top foreign Thailand, having surpassed exchange earner for Approximately earnings from rice exports 2.0 to 2.5 in 1983. Thailand million foreign visitors each year. Even enter more are expected in year has been targeted 1987, as next as "Visit Thailand government which Year' by the is planning a major international program promotional to attact more tourists. Despite the importance of nature-oriented tourism to the country, tourism is still largely undeveloped in Thailand. undefined and The concepts of nature-related tourism, ecological tourism, nature-oriented tourism, based on natural history and tourism are not widely understood More specific concepts or promoted. of Onature tourism for Mconservation conservation" and fewer for rural development' individuals in the country. are understood by still

Surprisingly few tour operators conduct trips or tours to natural natural history areas even though several reserves are easily accessible parks and natural from Bangkok. Promotion attractions by Bangkok-based of non-existent. tour operators is almost While other "theme' tours Thai culture, Buddhism, (e.g., focusing Thai history, shopping, on are common, almost markets, etc.) no similar tours highlighting natural attractions are organized by Bangkok tour operators. Where nature-oriented tourism does occur, combined with other recreational it is usually activities or general-interest tourism. Packaged tours frequently include brief waterfalls, caves, or stops to view national parks on the or cultural attractions. way to historical Tours may also stop lunches in rnatural settings. for picnic offered Fishing and diving as alternative activities are often vacations. A during packaged beach few excursions even include where bird short "jungle tours*, watching, wildlife viewing, hiking nature photography, are possible at a casual and dedicated level. The only solely to natural visible trips those history interests, occasionally operated however, are by non-profit conservation organizations such as the WFT and the Siam Society. A few resorts located in the of hc country northern and western operate in natural parts cus tomners settings and appeal on the basis of aesthetics, to conditions, escape from urban and exoticism of the Village in jungle. The River Kanchanaburi, for example, Kwai setting, and is located in a jungle features trips to waterfalls hikes in the and caves and guided forest, in addition to tours of historical sites -7­

along the Kwai River. The operators claim attracted more customers are by the natural features surrounding the resort than by the historical sites in the region. Trekking is a popular tourist activity in northern Thailand, but some people question its validity nature-oriented as a true activity. Certainly, enjoyment of the natural scenery and hiking in the forest are motivations participants. for some However, these benefits may be overshadowed most hikers' by interests in hill-tribe cultures and opportunities to sample locally produced opium.

A more serious natural history initiated trekking program was at Khao Yai National Park in 1984 by the Elephant Conservation WWF/IUCN and Protected Areas Management Project. The treks are designed to serve as a method income of generating for villagers in and around the park as participants well as expose to a high-quality natural history experience. Many people in Thailand define nature-oriented include tourism to coastal recreational activities (e.g., diving, snorkeling, swimming, deep-sea fishing). Several marine parks are even under the jurisdiction of the National Park Division (NPD) of the Royal Forest Department (RFD). Other natural history and nature-related adventure activities available in Thailand include wildlife bird watching, viewing, nature photography, butterfly collecting, river rafting, and specialized botanical studies. bird watching, Except for however, none of these activities enjoy widespread popularity in Thailand.

2. Nature-Oriented Destinations Figure 1 illustrates the locations of major nature-related tourism destinations in Thailand.

The coastal resources of Thailand (especially around Pattaya in and and Phuket) attract a large number of tourists to the country. Pattaya and Phuket receive 600,000 approximately and 250,000 guests, respectively, each other year. Many lesser known beach areas in southern Thailand attract fewer, but still significant, numbers of travelers.

Forest-based tourism is centered at the national parks. country's Thailand currently has 52 national parks, 50 forest parks (primarily designated for recreational 31 wildlife purposes), sanctuaries, and 40 non-hunting areas. Parks and reserves total about 10% of the country's about land area and include 50% of the remaining primary forests. Parks are in every province, located but the largest parks are in the central region of the country within easy reach from Bangkok. - 8 -

Most of the national parks located in the south are parks. marine

The national parks receive visitors a total of about 4 annually. Only about million visitors 3% (112,000 in 1985) are foreigners, however. of the country's first Khao Yai, established as national park in 1962, the largest of is the best known and the parks. Erawan and frequently Khao Yai are the most visited parks with about visitors, respectively. 500,000 and 400,00C annual Bangkok. Both are .Aithin 200 kilometers Bird watching and hil.ing of activities are the most common enjoyed at the parks. Sixteen bird sanctuaries scattered throughout (some within national parks) the country TAT, have also been identified which distributes a brief by the locations information sheet listing and species that can be observed. In addition to the national parks and bird the northern areas sanctuaries, around Chiang Mai and Chiang western province of Kanchanaburi Rai and the of nature-oriented attract a significant number tourists. As previously activities are mentioned, trekking concentrated in the northern visitors are attracted provinces. Other to the region's waterfalls, rafting and swimming), rivers (for jungle and forests. Waterfalls, flora are the main natural caves and Private attractions in Kanchanaburi. forest and jungle resorts are mainly located in northern an6 western Thailand.

3. Natural History Image and Attractions Thailand suffers from a serious destination lack of image ae for nature-oriented tourism. a has a diversity Although the country of ecosystems, covering range of geographical an especially extensive variability north of wildlife species, to south, and a variety very few foreign visitors country's natural are aware of the attributes. Except for beaches, natural attractions the country's have rarely been used promotional campaigns of in past the TAT, Thai Airways International, or other groups. Part of the image problem stems from Thais are well aware. the fact that few of the natural features possessed country. Thais are social by their oriented and tend to make parks and natural areas social visits to visit events, unlike Westerners parks with the intention who According of communingwith to conservation leaders, nature. begun to Thais have only recently appreciate wildlife and natural recreational value. ecosystems for their Thus, most Thais fail potential of nature to recognize the for attracting foreign tourists they themselves are only because marginally attracted to nature. -9-

Compounding the lack of a positive image for nature tourism is that many foreign tourists rural tourism have a negative image of in Thailand. Safety questions are the minds of many foreign foremost in visitors. Past robberies and murders of tourists in the extreme northern country and southern areas of the (although infrequent) still dominate of many the conversations tourists considering trips to these concerns often regions. Safety extend beyond these two areas and travelers from discourage entering any rural areas of the country. Despite image problems, conservation leaders in Thailand believe the country's national park among system ranks favorably those of developing countries. As to Khao Yai's recognition evidence, they point in 1971 as one of the world's five parks. Two of Thailand's top selected parks were also recently as ASEAN Heritage Parks. A sizeable country is protected portion of the by park status and a wide ecosystems is represented range of in the system. Although encroachment and destructive forces are evident in several parks, many others remain in good condition. The major wildlife attractions in Thailand are elephants, tigers, gibbons, and a variety of bird species. Birds commonly observed at a are number of locations in the country. Wildlife viewing is much less predictable. Except for beach activities, trekking is probably the most common nature-oriented activity visitors. Nature enjoyed by foreign photography, bird watching, and also popular. !ess hiking are comnon interests include butterflies, orchids, and botanical studies.

4. Rationale for Encouraaing Nature-Oriented Tourism The primary reason given by conservation wantirg to increase leaders for the number of nature-oriented tourists (especially foreign tourists) is to generate economic justification for the continued national existence and protection of parks. Unless local residents realize parks, they the benefits of have no incentive not to poach destroy the vegetation the wildlife or within park boundaries. Tourism way of generating income is one and employment for residents near national parks. The Khao Yai wilderness trekking program, the WWF/TUCN organized by Elephant Conservation and Management Project, Protected Areas is an example of tourism supporting development and conservation. rural Local residents are preference for guide and given porter positions. Each trek generates - 10 ­

about $400 in direct revenue for the local Tai. Planners are hoping village of Ben Sap to expand the trekking Khao Yai as program at well as grant more concession licenses to local residents.

Nationwide, the NPD collected entrance fees, approximately $640,000 park concessions, accommodation in fines at national tariffs, and parks in 1985. This revenue by the NPD for is used directly park management. Park total revenue officials agree that could be increased dramatically if efforts are made to attract more visitors. Conservation leaders further nature-oriented feel that increasing tourism will stronger encourage Thais to develop aopreciation for the a accomplished environment. This can in two ways. If Thais be parks increase their visits and reserves, they to appreciation will likely develop greater for the beauty and Similarly, if Thais value of natural areas. see foreign visitors traveling miles to visit nature thousands of areas in Thailand, a greater pride for the sense of resourceo is likely to emerge. A third reason for encouraging that it tends to nature-oriented tourism be highly dispersed. Therefore, is benefits are shared the economic by a large number of rural rather than being concentrated communities in a few metropolitan centers. Finally, foreign visitors to who travel to rural areas stay in the country for tend remain longer periods than visitors in the large cities. Although that per day they may spend less money than urban-oriented tourists, nature-oriented visitors may have greater impacts on the economy overall. It must be noted that not everyone agrees beneficial impacts of on the Some nature-oriented tourism spokespersons are especially in Thailand. critical of the :,.ekkers in the impacts of north. They say that trekking operators competition among has forced the price the resulting of treks so low that economic impacts are minimal. host villages reportedly Families in the receive very little compensation providing overnight shelter for social and guides are underpaid. costs of foreigners intruding The hill on the lifestyles tribes are also substantial of the in villages that are frequently. visited

5. Structure of the Suoolier Firms (Tour Ouerators) Bangkok literally sports hundreds, travel agencies and if not thousands, of tour operators. Many of by offering cut-rate these firms began international air fares Bangkok was a major hub in the 1970's when for international air Asia. Since then, connection in the city has lost much of the air traffic to - 11 -

Tokyo and Hong Kong. Most of the travel firms that have survived, have done so by offering more domestic tours or by diversifying into other marketing areas. Most Bangkok tour operators offer a similar packaged array of tours of the city, short 1-3 historical day excursions to or cultural destinations near Bangkok, trips to the beaches and longer or to Chiang Mai. Some of the shorter trips include stops at natural areas, but these are not a major focus of most tours. A few companies (e.g., Alternative Tour seriously research Thailand) destinations and custom design trips the specific to suit interests of their clients. These would types of firms be the best source of logistical support nature-oriented for the serious traveler in Thailand at this time. operators that were Tour interviewed, however, indicated they would not arrange specialized travel for groups of less than 8 or 10 members. Several Bangkok-based travel companies maintain trekking operators ties with in Chiang Mai and the few nature located in northern resorts and western Thailand. All bookings transportation, accommodations, for treks, and other services are possible prior to client's departure from Bangkok. Most treks, however, are booked by travelers after they arrive in Chiang Mai. The TAT lists 15 Chiang Mai trekking operators its information in one of sheets, but the actual number probably 40. The exceeds companies provide logistical support (i.e., bus transportation), boat and food for the trek, guides, and overnight lodging in villages along the trek. Some treks include chance to ride on the elephants for part of the trip. Fees widely, but reportedly vary average about $10 to $15 per person per day. A few private firms based in foreign countries organize treks also and other nature-oriented trips to Thailand. All fees are collected prior to departure and include air fare, food, lodging, guides, etc. The rates charged by these companies tend to be substantially greater than those charged by Thailand-based firms, but the quality of the trips also tends to be superior. Most of the foreign-based firms subcontract local companies for services required by their tours while in Thailand.

Except for foreign-based tour operators, attempt very few firms to directly market their services to clients Thailand. Some outside of firms sell tours to foreign-based wholesalers, but many simply rely on attracting tourists after they arrive in the country. - 12 -

Most major hotels have contracts with one c0r more tour or travel companies, allowing them to maintain booking offices in the hotel. Representatives are then available with brochures and information on various tours.

Most tour operators do not enjoy such special arrangements with hotels, however, and must rely on other ways of reaching potential customers. Most operators market their products aggressively to travel agents to ensure they display brochures prominently and mention their tours to interested clients. Many operators also advertise in the informational magazines and newspapers distributed free to tourists at airports, TAT offices, and hotels. Other operators place ads in the two daily English language newspapers.

In addition to private firms, the government and some non-profit organizations are active in supplying nature-oriented services. Both the TAT and the RFD maintain lodging facilities at Khao Yai National Park, and offer night time wild life viewing trips into the park. The RFD also maintains bungalows and lodges at a number of other national parks. Fees range from $8 to $64 per night, although the average is about $20 per room per night.

A few non-profit societies offer specialized nature trips to national parks and reserves. Costs range from $8 to (depending $25 on the destination) for a one-day trip, to about $75 or $100 for a 3-day excursion.

6. Growth Oooortunities in Nature-Oriented Tourism

Despite the high number of tourists already visiting national parks in Thailand, nature-oriented tourism is presently at a fractional level of its full potential. The opportunities to increase nature-oriented tourism activities are substantial for both domestic tourists and foreign visitors. At least one conservation leader feels Thais are on the threshold of a sincere appreciation for the environment and ecology that could fuel an explosion of domestic interest in natural history tourism. And. foreign travelers (especially Europeans, Americans, and Japanese) have demonstrated strong and sustained interest in nature-oriented activities wherever they travel. Presently they are offered few opportunities in Thailand to satisfy these interests.

The demand for nature tourism already appears strong. Serious natural history trips sponsored by local conservation organizations fill up quickly despite relatively hefty charges of up to $100 for 3-day trips. Many foreign tourists travel to the national parks even though the parks are not now adequately prepared to accommodate foreign visitors. By offering better services and improving promotion, the number of foreign - 13 ­

visitors to parks would almost certainly multiply. Thailand has many advantages that would permit expansion of nature-oriented rapid tourism. Attractive resources are available in nearly every region of the and country. Major parks reserves are located close to Bangkok, the for most foreign point of entry visitors. The country maintains a transportation system good that permits easy access to most parks by car, bus, or train. And with the possible hill-tribe exception of the areas of nc.thern Thailand, no areas appear near to to be surpassing their carrying capacity for tourists.

7. Growth Constraints A. Location. One constraint to increasing the number of foreign visitors active in nature-oriented Thailand tourism in is simply the country's location. Situated far relatively from the major European and American markets, increases in even major promotion would not likely effect large increases in the number of visitors from these markets. however, Encouragingly, the country already receives a large number visitors. Currently of foreign only about 6% of the foreign tourists visit national parks and an undetermined number other nature participate in tourism activities. With relatively little effort, the number of visitors participating activities in nature-related could easily be doubled or tripled, overall even if the visits by foreign tourists remain constant. the Aside from Europen and Americn markets, great potential increase the number exists to of visitors from the relatively close and potentially lucrative Japanese market. B. Promotion and Marketing. The most visible constraint over which control can be maintained is the lack of promotion ar'd marketing of nature-oriented government tourism by the and the private sector. Conservation leaders officials of the and NPD complain that the government fails to adequately budget for promoting national parks and that TAT officials are not cognizant of the tourism. potential for nature-based Private tour operators also express disappointment TAT's at lack of extensive promotion for nature-related attractions. C. Tour Guides. Management and supply constraints are numerous, but only one constraint appears critical in the near-term. That is the need for well-trained bilingual and experienced natural history guides. Tour guides the usually spell difference between a satisfying experience disappointing one. and a Nearly everyone interviewed identified the lack of quality guides as the most serious increasing constraint to natural history tourism in the country. a small Since only percentage of the population is fluent languages, and in foreign an even smaller minority has had formal training - 14 ­

in natural history or interpretation, it is to find individuals extremely difficult that combine these skills. Only a few guides, many of capable of providing whom are expatriots, are knowledgeable nature interpretation English or other foreign languages. in Of these, only a subset is available to small result lead tours at any given is that experienced bilingual time. The guides command fees of up to $100 per day.

Kasetsart University is currently a carire attempting to build up of capable guides by training interpretation. Although students in nature such initiatives are encouraging, progress is slow. The WFT is now negotiating with the Conservation Club to University provide guides to lead their would seem to be a perfect tours. This arrangement, allowing students earn money and gain experience, to reasonably while pcoviding WFT priced guide services.. with arrangements FurtiAermore, such should encourage students opportunities for nature that employment interpreters will be available graduation. upon In the trekking region of northern usually local Thailand, guides are residents or members of: hill have formal training tribes. They seldom and are hi.ed on the basis knowledge of the local topography, of their tribal acquaintances with Ieaders, and at least local Even minimal a limited foreign vocabulary. qualifications in each of seldom possessed these categories are by a single person, and are often disappointed trekkers teportedly in their guides. A tour western Thailand also complained operator in capable of the difficulty in guides and stated that finding only proficiency in English criteria in hiring guides. was his He then trains the hirees basic nature interpretation. in

D. National Park Management. annual The NPD currently has an budget of about $4.5 million. for park protection, Most of the budget goes as many of the threatened by parks are seriously encroachment, poaching, illegal fishing, and illegal fishing, dynamite logging. Until additional allocated, little progress funds are can be made by the NPD facilities for visitors to develop or improve interpretive services. The NPD is fortunate that fees it collects are for management and protection retained entrance of the park system. Currently fees are charged at only 20 and maximum national parks, however, entrance charges are only Thus, the opportunity about $0.20 per person. exists to substantially increase from entrance fees, especially revenues with respect to charges foreign visitors. for - 15 -

When additional increases funds become available or increased gate receipts), (from budget include hiring management priorities more personnel, developing improving park management plans, infrastructure, and expanding services. interpretive Additional NPD employees (especially interpretive and those with bilingual skills) are to host more foreign needed if the parks are visitors. One spokesperson he was recently at commented that Khao Yai National Park visitors arrived and when two foreign not a single park employee English was available conversant in to assist the new arrivals. At the present time, only one national has a completed management park (Khao Yai) plan. Plans for desperately needed to other parks are ensure development follows pattern with a minimum an orderly of environmental damage. Eventually, more and (including better park infrastructure hiking trails, roads viewing towers, wildlife viewing blinds accommodations, campsites, and etc.) will be concession stands, needed to support continued visitors. Interpretive increases in park structures and services centers, brochures, signs, (e.g., visitor etc.) exhibits, bulletin boards, are also needed. A leaflets, common complaint now is nothing to see or do at that there is trails many of the parks, because or interpretive facilities. there are no tight, the agency If NPD budgets remain should consider creating private sector incentives for development of park infrastructure. E. Infrastructure fortunate and Facilities. in that it has Thailand is internal already developed system of roads an excellent country's and railroads. Almost national parks are all of the private easily accessible by transportation. The public and at RFD has also built accommodations many of the parks. MoLa needed and better lodging at some parks, however. facilities are most Already, accommodations popular parks (e.g., Khao at the Yai, Erawan) are fully most weekends. Tour booked on Kanchanaburi operators and resort also point to owners in facilities the need for communications (i.e., phones, telegram services) to serve tourists in that province. F. Tourist Protection. and Tourists need protection information on, a variety from, the of dangers in Thailand. most damaging are irreputable Among poor quality tour operators who services. As noted provide done great earlier, such operators damage to the image have Thailand. Apparently, of trekking in northern little or no regulation exists, so unscrupulous of the industry business operators are able and continue to undermine to remain in the reputation of the industry. entire - 16 -

A second area of tourist protection safety. lies with physical Tourists need to be protected from accidents, hold-ups, muggings, and illness. Accurate information encountered on the risks in various parts of the country provided needs to be so tourists can make reasonable destinations decisions on and suitable precautions. Health appropriate tips and preventive medicines need to be travel to suggested for certain parts of the country. Finally, accidents or deaths when do befall tourists, complete and accurate accounts of the incidents should be well-publicized along with suggestions on how to avoid similar situations. Measures taken by authorities to prevent unfortunate recurrences should also be widely publicized.

A final area of tourist protection expectations. concerns visitor Several conservation leaders warned exaggerated claims against of opportunities to see exotic wildlife, hike vistas."unspoiled jungle trails," or see spectacular An earlier produced book on national natural in point. parks is a case As the author himself admits, the book expectations led to false by some visitors. If, for example, a remote there is only chance of spotting a tiger in a particular tourists should not park, be led to expect an encounter with that species.

8. Statistics and Data Base The TAT is responsible for compiling general statistics in Thailand. tourism Each year the TAT publishes a detailed annual report on tourism arrivals, expenditures, accommodations, country-of.-origin, etc. No specific data collected with regard are to nature-oriented inotivations or destinations however. The NPD maintains records of visitor numbers at national each park and length-of-stay data are collected parks. Even at some officials of the NPD question the accuracy of the statistics of some though, and cite current efforts to institute a consistent procedure for gathering data on visitors at all the national parks. A few special studies of visitors to Thai national parks have been conducted within the past Opinions few years (e.g., "Visitors' on Development Prospects at Phu Park," Kradueng National by Preyaporn Promphitak and Surachet Chettamart; Relationship "The between Involvement in Activities Outdoor Recreation and Environmental Attitudes of Residents Bangkok,' by Nittaya of Wiroonrat). A cursory profile of visitors to Khao Yai National Park and their recreational patterns was also prepared as part of the UKhao Yai National Plan, 1985-1989." Park Management Such studies have been infrequent, however, and lack consistency in design, methodology, and approach. NPD - 17 ­

officials and university researchers agree on the need for more detailed studies of visitor motivations, satisfaction activity levels, patterns, and preferences for future park development. USAID ib currently sponsoring an assessment of Thailand's national parks, including review of the status wildlands, of protected management options, constraints on protection management, and and proposals for international collaboration. follow-up workshop A is scheduled for November, 1986 (see Appendix B for draft workshop framework).

9. Marketing and Promotion A. Markets. Malaysians account for about one-fourth of all foreign visitors to Thailand. Japanese account for another 9%, followed by Americans, British, and Singaporeans with about 7% each. Other important markets for Thai tourism are Australia, Taiwan, West Germany, France, India, and Saudi Arabia.

Tour operators indicate a belief that Europeans interested are more in natural history than tourists from other regions, although no marketing research is available to claim. National support this park officials and resort operators also point to the importance of domestic tourism. Thais make up about half of the clients at two nature resorts in Kanchanaburi, for example. B. Tourism Authoriy of Thailand TAT). The TAT, first known as the Tourism Organization of Thailand (TOT) when it was established in the 9 early 1 60's, has primary responsibility for coordinating Thailand's promotion programs. Budget data were not available from the TAT, and newspapers variously report annual the TAT promotion budget at $2.7 million up to $6.4 A major million. program promoting 1987 as 'Visit Thailand Year", to generate aims 2.9 million visitors to the country next year.

The TAT targets its promotion efforts toward U.S., Japan, the the United Kingdom, West Germany, France, Scandinavia, Australia, Switzerland, and Italy. Special efforts are made being to increase the number of U.S. visitors to the war levels. pre-Vietnam Although Malaysia and Singapore are major suppliers of tourists to Thailand, TAT officials feel -that their proximity renders more aggressive marketing unnecessary in these countries. The TAT provides mimeographed information sheets on national parks, bird sanctuaries, and other areas of the country where nature activities can be enjoyed. Sheets can be obtained from TAT offices or by mail. Unfortunately, however, the sheets provide only sketchy information, are unimaginatively designed, and are sometimes outdated. - 18 -

C. Competitors. Thailand's major tourists are competitors for Hong Kong, Singapore, and the China. The TAT People's Republic of combats the first two by promoting a destination for Thailand as "shopping plus..." The new country in Asia" theme "most exotic of the TAT is designed to China for visitors wanting compete with to experience unique Asian cultures. Many years ago Thailand, cooperated Malaysia, and Singapore in regional tourism promotion. cooperation exists today. No similar In fact, Thai officials frequently accuse Malaysia and Singapore promotional of sabotaging the TAT's efforts by playing up security of problems and reports crimes against tourists in Thailand. D. Images. The TAT promotes a variety Thailand, including: of images for "the most exotic country country of smiles," in Asia," "a "the most colorful country in and an inexpensive destination. the world," Culture and history are also major themes in the TAT's advertising. Unfortunately, negative images of The country is Thailand also abound. widely viewed as a major "sin-and-sex" dangerous place where center, a tourists are likely to violence, and a politically be victims of unstable country in a unstable region. Promotional politically campaigns in Europe and the therefore take pains to dispel U.S. the threats to tourists' safety. It is readily apparent that nature-oriented marketing and promotion of tourism opportunities could dramatically in Thailand. be improved beaches, Except for images of sun-drenched nature plays only a minor scheme role in the promotional of the TAT. Some natural brochures, scenes appear in TAT's but nature is not a central focus of TAT advert is ing. E. Promotion by the Airlines. Although promotion of Thailand airline focuses on Thai culture, sometimes include nature scenes posters and in-flight magazines often include short articles of travelers. interest to nature-oriented A recent issue of Thai International's magazine, for example, included in-flight stories on trekking in Thailand and nature aspects northern of the Kanchanaburi region. F. Tours for Journalists and Travel Agents. resort owners-and tour Hotel and operators give high marks airlines and the TAT to the for helping arrange "fam" tours cost for foreign travel agents at low discounts coming to Thailand. Similar are offered to Thai operators Europe, who wish to travel to Australia, and the U.S. to market travel services directly to agents and wholesalers in these markets. Foreign travel - 19 ­

writers are also offered discounted travel contracted to write to Thailand and stories on various tourism Thailand. destinations in

Similarly, the WFT representatives invites one or to join their two media WFT nature trips free of has found that journalists charge. The exposed to quality history experiences become natural causes solid supporters of and work hard to educate environmental their readers on ecology environmental issues. and G. Marketing and Promotion y Individual firms contacted have-promtional Firms. All brochures prepared-i-n-English that they distribute widely to foreign and domestic agents, hotels, the TAT, travel promotional and foreign wholesalers. approaches include advertising Other and newspapers in tourist magazines distributed at no cost contact with potential to travelers, and direct customers at hotels. Some contacted also offer discounts of the firms Discounts to travel agents on for travel agents usually fram tours. operator run about 50%, but said he hosts foreign one charge travel agents entirely in order to gain more free of of exposdre for his business. the firms contacted take None part in foreign trade fairs travel shows. or 10. Relations Between Private and Public Sectors It is the stated policy of private sector the government to encourage development in the tourism TAT and the RFD industry. Yet the maintain virtual monopolies accommodations at over tourist national parks. Some spokespersons that the TAT and speculate the RFD stifle private sector accommodations in development of and near the parks in they order to retain what view as profitable operations. The TAT cooperates extent with private companies by maintaining information to a limited list tour sheets for tourists which operators, travel agents, tourist destinations. and hotels in various These are distributed their offices and by the TAT at by mail. The TAT was distributing brochures not observed of private firms, however, Familiarization tours cooperation are organized through of private and the public entities and nature-oriented tour operators private appreciation and resort managers for TAT's occasional express nature promotions that areas. Most individuals feature like to see interviewed, however, the TAT become more aggressive would in promoting nature tourism. To their credit, the TAT occasionally sponsors workshops for tourism industry training employees. These are generally - 20 ­

well received, especially by the hotel and resort sectors that are the main beneficiaries. Tour operators that make stops at national parks NPD provides adequate facilities feel the at most parks, but indicate a need for better maintenance. Within the government, better coordination cooperation are needed to support and example, nature-oriented tourism. For the NPD and the TAT have had for a long-running struggle control of parts of Khao Yai National and conservation Park. NPD officials leaders further complain other government that the TAT and agencies have a very limited understanding the reasons for having national of parks, the potential benefits from the parks, and how the parks should be promoted for tourism. APPENDIX A: CONTACTS IN THAILAND

Warren-Brockelman, Faculty of Graduate University Studies, Mahidol (executive committee member for Society) the Siam Rachet Buri, Faculty of Medicine, Mahidol University, Bangkok (executive committee member for the Siam Society) Mr. Chavalit, East West Tours, Bangkok Surachet Chettamart, Faculty of Foretry, Kasetsart University, Bangkok Duangkamol Chansuriyawong, Alternative Tour (Thailand), Bangkok (editor Ltd., of Alternative World) Robert Dobias, former Project Coordinator, Conservation W '1/IUCN Elephant and Protected Areas Project Management in Thailand f Vichai Jienjitlert, Sales Manager, River Kwai Village Kanchanaburi Hotel,

Will Knowland, Environmental Officer, USAID/Bangkok Pisit na Pataluny, Secretary General, Wildlife Fund Thailand, Bangkok

Poottan Tours, Bangkok Sirirat Rimprasopkhoon, Managing Director, Patras Trading and Travel Service, Bangkok Ms. Saovaluk, Marketing Coordinator, Amtra Air Services Co. Ltd., Bangkok Kasem Srinian, Project Officer, USAID/Bangkok the (formerly with Tourism Authority of Thailand) Seri Vejaboosakorn, Chief, Extension Section, National Division, Royal Park Forest Department, Bangkok Kruawan Wongbubpa, Azian Tours Centre, Co., Ltd., Bangkok APPENDIX B

PROPOSED FRAMEWORK OF INTERNATIONAL CONFERENCE

SUBMITTED FOR ADDITIONAL FUNDING

1. TITLE International Conference on National Parks and Protected Areas Development in Thailand

2. OBJECTIVE

2.1 To present and discuss the current situation, problems and issues of Thailand's parks and protected areas management.

2.2 To encourage participants co exchange ideas and establish commor understanding toward national parks and protected areas management and development.

2.3 To present project proposals (derived from comments and suggestions raised at the ,onference) for international collaboration in development of Thailand's parks and protected areas.

3. ORGANIZING AGENCY

The Faculty of Forestry, Kasetsart University Royal Forest Department (RFD) Office of The National Environment Board (NEB)

4. SPONSORED AGENCY

U.S. Agency for International Development (USAID)

5. t h DURATION 3 days (15 th-17 November 1986)

6. LOCATION Phuket Merlin Hotel, Phuket Province 7. JUSTIFICATION

Thailand's natural resources have been exploited without strong emphasis on systematic approach and long-term resource management. As a result, the country's rich physical and biological resources bave been seriously overexploited and degraded. However, this is not the case for national parks and wildlife sanctuaries in which protection and control are still possible under the existing laws and orders. Therefore, those protected areas,covering 10 per cent of the country's total land area, prove to be very beneficial to the public. -They render many goods and services to the people e.g. water supply, soil stability, and essential genetic resources. Moreover, as being protected in their pristine state they apparently serve as an important research ground, domestic recreation and tourism base which ccnti-bute significantly to the social and economic development of the country thus far.

Nevertheless, the Kasetsart University's Faculty of Forestry, the Royal Forest Department and the Office of National Environment Board have realized that most pa.'ks and other protected areas are under serious threats of many kinds. There is no doubt they cannot remain in their present state and effectively serve the public unless solid foundation in management and interagency cooperation is built up as well as appropriate action in strengthening the organization capabilities is taken. Thus, an international forum is deemed necessary to foster common understanding among participants toward national parks and other protected areas manage­ ment and development in Thailand. The conference is designed to bring up the study findings and the problems and issues involved in those protected areas which are now being carried on under the project " Assessment of M1ationa: Parks and Sanctuaries Development in Thailand" by the Faculty of Forestry in collaboration with RFD and NEB and sponsored by USAID/thai­ larn. 8. NUMBER OF PARTICIPANTS 80

8.1 Participants 60 - from Thailand 45 - from foreign countries 15

8.2 Organizing committee 13

8.3 Conference liaison officers and secretarial assistants 7

9. EXPECTED PARTICIPATING AGENCY : 9.1 From Thailand Kasetsart University; RFD; NEB; Ministry of

Agriculture and Cooperatives; Ministry of Science and Technology; Tourism Authority

of Thailand; Office of Social and Economic Development Board; Budget Bureau; Depart­ ment of Technical and Economic Cooperation; Department of Lands; Mahidol University;

Environmental Research Institute of Chula­ longkorn University; Population and Commu­ nity Development Association; Wildlife Fund

Thailand; Nature Appreciation Association; environment consulting firms; other NGOs; mass media

9.2 From foreign countries and international organizations

USAID; UNEP/Thailand; FAO/Thailand; IUCN-WWF; WWFUS;

The Nature Conservancy of U.S.; administrative agen­ cies responsible for nature conservation from U.S.A, New Zealand, Japan, Australia and Canada 10. EXPECTED OUTPUT

10.1 Final report on "Assessment of National Parks and Sanctuaries Development in Thailand" including recommendations and sugges­ tions for Thailand's parks and sanctuaries policy and management guidelines.

10.2 Project proposals for international collaboration in development of Thailand's parks and other protected areas.

------Pre-conference Study Tour

Organized for International Participants

(6-12 Nov. 1986)

------

Thur. 6 2.00 p.m. Leave for Khao Yai National Park by minibus

5.30 p.m. Check in at the Park's bungalow 7.00 p.m. Dinner with the park superintendent

Fri. 7 6.00 a.m. Early morning walk through the tropical

rain forest

9.30 a.m. Briefing and discussion 10.30 a.m. Viewing Khao Yai from helicopter

1.00 p.m. On-ground-tour to park's attractive spots

and problem area(s)

7.00 p.m. Dinner

Sat.8 9.00 a.m. Return by minibus to Bangkok

3.50 p.m. Leave for Chiangmai by plane(flight TH 106) 5.30 p.m. Check in at Chiangmai Hill Hotel

7.00 p.m. Dinner with Director of the National Parks

Division

Sun. 9 8.00 a.m. Breakfast

9.00 a.m. Visit hilltribe village and observe shifting agriculture within Doi Suthep National Park 12.30 p.m. Lunch at the park headquarters

1.30 p.m. Discussion 3.00 p.m. Sightsee Bhu Bhing" Winter Palace 4.00 p.m. Return to Chiangmai Hill Hotel

7.00 p.m. Dinner

Mon. 10 8.00 a.m. Breakfast

9.00 a.m. Leave for Mae Sa valley - observe private

recreation and tourism development 1.00 p.m. Proceed to Doi Inthanon National Park 7.00 p.m. Dinner with the park superintendent

Overnight accommodation in the park's

bungalow

Tue. 11 9.00 a.m. Briefing and discussion

10.00 a.m. Visit the King's Agriculture Project

Observe the hil'-evergreen forest at the

mountain top 2.30 p.m. Leave Doi Inthanon for Chiangmai Airport 5.50 p.m. Board the flight TH 107 back 'to Bangkok

Wed. 12 8.00 a.m. Leave by helicopter for Huay Kha Khaeng -

Tung Yai Wildlife Sanctuaries

3.00 p.m. Return to Bangkok

Note Study Tour Fee - US$ 29o* The study tour is arranged through the coordination and cooperation of many agencies and individuals. The fee estima'te might not reflect and cover an actual cost.