Thailand promotes tourism with deal aimed at wealthy

In a unique scheme to boost its tourism image, Thailand yesterday honored 80 wealthy and eminent foreigners who paid US$25,000 each to secure a lifetime of privileges in Southeast Asia's most popular tourist destination.

Prime Minister Thaksin Shinawatra handed over "Thailand Elite" cards to millionaires and top business executives from around the world, saying they are now members of an extraordinary club known as the Kingdom of Thailand.

"Our `Thailand Elite' program is the world's first country membership club," Thaksin said in a speech to launch the program, attended by several of the 80 well-heeled guests who elected to buy membership.

Cardholders will receive discounts and freebies at many of Thailand's finest hotels, spas and golf courses. They will also pocket a five-year multiple-entry visa and benefit from fast-track customs and immigration procedures at Bangkok's international airport.

Foreigners are largely prohibited from buying land in Thailand, but elite cardholders will be permitted to buy property in their favorite seaside towns.

"Now let's face it, no matter what our ethnic, religious, financial or social standing, we all want a bargain -- more value for money. And what better way of getting a special deal than through membership in an extraordinary membership club," Thaksin said.

The inaugural cardholders -- nearly half of whom are Chinese -- include executives from Bank of New York, Mitsubishi Corp and Japan External Trade Organization.

Besides the credit-card sized black-and-gold cards, Thaksin also gave them a ceremonial palm leaf fan, usually associated with the royal family and high society.

The government hopes the scheme will promote Thailand -- already a haven for backpackers and middle class tourists -- as a high-end destination and give momentum to its expanding economy. Last year, Thailand attracted 11 million tourists, the highest number in Southeast Asia.

The Tourism Authority of Thailand expects to sell about 1,000 of the cards by the end of the year and ten times that number next year. Applicants will be checked against international criminal watch lists, officials say.

The card costs US$25,000 for individual lifetime membership or US$50,000 for 30-year corporate membership.

It will be marketed around the world by select travel agents.

The scheme is "working quite well. What they are doing is allowing agents to sell it at a nice commission. They are deliberately targeting a high-end market," said David Gillbanks of Pacific Asia Travel Association, an industry promotion group.

Thaksin said Thailand's tourist arrivals are down about 10 percent this year compared to last year because of the SARS epidemic, but the government expects an overall increase of 13.5 percent by the end of next year and a 17.4 percent increase in tourism revenues.