New Phuket tourism chief urges government to promote island’s strengths
Phuket Tourist Association president Sarayut Mallam says authorities should enforce the law while avoiding publicity that could damage confidence in the island.
The new president of the Phuket Tourist Association has urged the government to promote Phuket’s strengths and avoid publicising every law-enforcement operation in a way that could damage the island’s reputation.
Sarayut Mallam, elected on July 22, said authorities should continue targeting nominee businesses, illegal tour guides, illegal taxis and beach encroachment. However, he argued that enforcement actions did not always need to generate negative publicity about Phuket.
Sarayut has served on the association’s committee for 34 years. He said his experience during major crises, including the 2004 tsunami, the Covid-19 pandemic and international conflicts, had given him a broad understanding of Phuket’s tourism industry.
His priorities as president include restoring confidence among tourists and investors, helping the association and the province move forward together, and promoting Phuket’s positive features. He said similar problems occurred in other Thai tourism destinations, including Pattaya, Hua Hin, Koh Samui and Bangkok, but that Phuket received a disproportionate share of negative coverage.
Sarayut said he had raised the issue at meetings of the Tourism and Sports Ministry’s public-private consultative committee. He also said some laws might need updating to better serve local interests, while stressing that he supported action against illegal businesses.
Tourism and Sports Minister Sorawong Thienthong has promised to visit Phuket in August to discuss improving the island’s image and promoting its positive side, according to Sarayut.
The association also plans to work with the private sector on infrastructure improvements, particularly measures to address traffic congestion, and efforts to attract higher-quality visitors.
