Supportive government. The government established TAT to promote and market Thai tourism. Additionally, the Thai government incorporated the promotion of tourism into Thailand’s National Economic and Social Development Plans. With strong support from the government, Thai tourism will become more integrated into a Thai society that emphasizes quality of life, honesty and integrity. The development will focus on improvement and protection of natural resources and scenic environments for the long-term benefits of the Thai people as stated in the Ninth NESDP and the Thai government Cabinet (TAT News Room, 2008a).