A vacationing group leaves a delightful beach for the next stop, a magnifcent highland resort. A surgeon pushes a tiny balloon skillfully into congested arteries so blood can fow. The director of a video shoot adjusts the camera to get the perfect angle on the model promoting his product. Something is happening in Thailand’s service industry. Fed by government support, including a range of incentives from the Thailand Board of Investment (BOI), the country’s tourism, hospitality, health care, flm, broadcasting and entertainment sectors are growing. There is also movement for value-added service training and a greater opening of the industry overall.