Hope in Thai Tourism Business: Recovery from the Impact of COVID-19

Abstract

This article examines the recovery of the Thai tourism industry after the impact of the COVID-19 pandemic, focusing on the strategies and adaptations of tourism businesses to attract both domestic and international tourists in the post-pandemic era. The Thai tourism industry was severely affected by the disruption of travel and the cancellation of various activities. However, the recovery process has shown progress through the implementation of safety and hygiene measures, the development of technology to enhance the tourism experience, and the adaptation of tourism models to align with changing tourist behaviors, such as health tourism and nature-based tourism.The development of clear policies and support from the government plays a crucial role in accelerating this recovery. Collaboration between the public and private sectors to promote sustainable tourism is essential in creating a balance between economic development and environmental conservation. These suggestions include investing in infrastructure, developing tourism products that cater to the new behaviors of tourists, and instilling confidence in safety measures. This study highlights the importance of recovery that not only focuses on the economy but also on developing sustainable tourism practices for the future.