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This paper discusses a tourism development project in cooperation with a Thai government agency in order to analyze the tourism promotion measures in Thailand during the COVID-19 disaster. In addition, it will discuss the outline of “The 3rd National Tourism Development Plan (2023―2027)” of Thailand formulated for the post-corona era. Interviews were conducted with the Ministry of Sports and the Tourism Authority of Thailand. In addition, based on the results of interviews with the Japan External Trade Organization, an independent administrative agency in Japan, and the Bangkok office of the Japan National Tourism Organization, we will discuss the economic and social situation in Thailand during the corona crisis and the characteristics of the Thai tourism market.
Before COVID-19, Thailand was one of the world’s top tourist destinations, ahead of Japan in the number of international tourist arrivals and international tourism income. Due to the corona pandemic, it was found that Thailand was moving away from the tourism strategy that relied on foreign tourists, and instead, were promoting policy changes to realize sustainable tourism development. Specifically, they will change their perspective from the strategy that emphasized the number of tourists so far to a strategy that emphasizes the length of stay of tourists, tourism income, and linkage with SDGs. The goal is to focus on three aspects: 1) quality tourism, 2) tourism experience, and 3) sustainable tourism.
Furthermore, in light of the COVID-19 situation, they have not set specific numerical targets. In regards to the goal of achieving sustainable tourism management and experience tourism, it was found that the focus is on growing tourism into a resilient industry that can respond to changes. The positioning of these strategies will also serve as a reference for Japan, which is proceeding with the revision of its new Tourism Nation Promotion Basic Plan.
Research papers (publications of university or research institution)
