An oratory made by Field Marshal Sarit Thanarat, the Prime Minister who founded an agency for tourism

Field Marshal Sarit Thanarat who became Prime Minister on February 9, 1959 and was deceased during his tenure of office on December 8, 1963. He was the Prime Minister who put all his heart into developing the country and enhancing its stability in order to bring progress to the Thai people. He was a man with foresight and a clear vision who was responsible for establishing many agencies which play important roles in the economic development of the country and its society. Today, the Tourism Authority of Thailand is one of those agencies founded by him.

The reason which prompted Field Marshal Sarit Thanarat to take an active role in promoting tourism is his vision and his love for nature and travel. On his inspection trips which he undertook to every single province, he gave an address concerning tourism on many occasions to people from both Government and private sectors. Even though time has elapsed and global conditions have changed, his valuable speeches on tourism still linger on. Quoted below are excerpts from some of his speeches.

An address given to Government officials and to the people of Trang province in April 1960 during one of his inspection trips to the southern region.

"The educational system of this province has reached the level of Grade 12. Therefore, I am not wrong in my assumption that the Trang people are more intelligent than people of other provinces which I have visited. The scenic view is beautiful and with improvement, there will be more tourists who would wish to visit your home town."

Beginning May 4, 1961, the Prime Minister took an inspection trip which lasted 45 days, to the north-eastern region. During this trip, he gave orders to cancel all official engagements. He traveled by car, and spent the nights in tents amidst the natural beauty of the countryside. An excerpt of his address on this visit is quoted below.

"Tourism in our own country is an important mechanism in promoting patriotism, in enhancing our desire to develop the country, and in fostering pride in our heritage. The marvelous natural sceneries and splendor of our country is comparable to the beauty of other countries. All we have to do is to improve upon it. Every visit I make to the province gives me an incentive, determination and ceaseless effort in toiling for the benefits of the country. I strongly believe that every Thai citizen echoes my thoughts. Therefore, I would like to persuade and encourage the Thai people to travel more to visit other provinces. Every school should organize sight-seeing tours for students to travel in groups during the school holidays. I would like to convince universities, higher institutions of learning and even associations and clubs to arrange tours to the provinces instead of organizing dinner-dance parties or get-togethers and indulging in merry-making ever so often in Bangkok. Traveling together will foster a strong bond among the people, improve knowledge and understanding and promote co-operation and love."

After his inspection trip to the northern region in June 1962, a trip which he made by car, traveling and sleeping along by-ways, Field Marshal Sarit Thanarat made an announcement on television. Following is an extract of that announcement. "The northern region is abundant in its natural beauty but even this quality has to be improved upon to enhance whatever attraction it is worth. The majestic falls of Mae Klang, which I mentioned earlier, will draw many more visitors if the sceneries are to be sculpted according to technical knowledge. There are many high hills in Chiang Mai such as Doi Inthanont which is 2,500 meters in height. If this hill is accessible by road and accommodations are available, it will be comparable with Dalat in South Vietnam, Bagio in the Philippines and the Cameron Highlands in Malaysia."

Field Marshal Sarit Thanarat's most significant oratory in promoting tourism was the speech he gave at the inauguration ceremony of the Tourist Organization of Thailand on March 18, 1960.

"Today brings me great pleasure because the political agenda of the revolution has accomplished another mission along the trend of my reflection. All of you will remember my declaration that the happiness of the people and the economic progress of the country is the main objective of the revolution and I will do everything within my power to attain that objective. We have already established the Board of Investment, followed by the Board for Economic Development. Presently, we gather together herewith to inaugurate the Tourist Organization of Thailand. All these agencies are instrumental to the economic progress of our beloved country. How important a role the Tourist Organization of Thailand plays, has been explicitly established in the report of the Chairman of the Board and hence it is unnecessary for me to expound upon it.

What is important for me to emphasize is that the revenue generated by the tourism industry will not be solely directed to the Government but will be distributed among people of all walks of life. This revenue will be something which is indiscernible. However, what is more important is the role the tourism industry will play in spreading to the whole world the culture, virtue and moral principles of the Thai people. As a consequence, the world will come to appreciate Thailand for what it is. This, I believe, is more important than any monetary benefit.

I am in total agreement with the Chairman of the Board who stated that tourism requires cooperation from everyone concerned. In order to attract more visitors to Thailand, it is necessary for the host country to offer something which is unique to our country, e.g. the hospitality of the Thai people, its beautiful landscape and even its spiritual and material progress. The public and private sectors, even students and the general public must all take part in sharing this responsibility. Therefore, I would like every individual whether he/she is involved directly or indirectly in the tourism business, such as hoteliers, restaurant operator, tour offices, gift shop, taxi divers, students and even the general public to consider your own important role in the success of the tourism industry. I would like to request every individual's co-operation in order to bring benefits to our beloved country.

I hereby confirm that the Tourist Organization of Thailand will stand by its commitment to give co-operation to the private sector engaged in tourism in order to promote this industry. This organization will in no way compete with the private sector.

I would like to take this opportunity to remind the Board of Directors, the Director General and every official the the success of this organization depends largely on the knowledge, capability, diligence and sagacity in carrying out your duties. You should always bear in mind that it is your responsibility to render service as best you can. The achievement of those engaged in tourism will bring you self-esteem and honor. This line of thinking, coupled with your integrity and hard work will definitely bring prosperity to this organization. It will also bring you accolade and co-operation from those involved in the tourism industry.

I realize that your mission is not an easy task and it will take a long time before it is accomplished. I would like to assure all of you that I pledge my full support in order to attain your goal which is the happiness of its people and the economic progress of the country.

It is now the auspicious moment to begin the inauguration ceremony of the Tourist Organization of Thailand and every official, for their continued happiness and prosperity."

Even though Field Marshal Sarit Thanarat, his eulogy still forms the basis and the trend in the promotion of the tourism industry.