His Majesty King Bhumibol Adulyadej visited the Tourist Organisation Thailand (now the Tourism Authority of Thailand) on 25 February 1971When the King visited the Tourism Authority of Thailand (then known as the Tourism Organisation of Thailand) office for the first and only time in February 1971, he had the wisdom to give the TAT, and by extension, the fledgling travel & tourism industry, some guidance on what was really at stake.
He made no mention of job creation, income generation or visitor arrivals. In less than 500 words, he simply recommended building a good global reputation for Thailand by highlighting its real assets – natural beauty, rich culture, well mannered people and way of life. If this can be done, he said, Thailand will enjoy good relations with foreigners.
He advised, “Everything you do you must stress this. I hope everyone who is working (at TAT), does it with strength, thought and concentration so that it will benefit the country. I hope everyone performs their work to the best of their abilities and succeeds in their objectives.”