Thailand's Approach to Destination Resilience: An Historical Perspec tive of Tourism Resilience 2002-2018

Cognizant Communication Corporation
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Journal Article
Tourism Review International, 2018, Special Edition Tourism Risk and Resilience, 22 (3)
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Thailand's inbound tourism has experienced significant growth during the early part of the 21st century. By the end of 2017, Thailand attracted the highest level of international tourism visitation of all the ten nations of the Association of South East Nations (ASEAN) and ranked as the second most visited nation in Asia after China. A key characteristic of Thailand's government destimation management and marketing organisation (Tourism Authority of Thailand) and the provate sector of Thailand's tourism industry is a remarkable capacity for destination resilience. This paper focuses on the resilience of destination Thailand between 2002 and 2018 through the theoretical prism of organisational resilience and the destination sustainability framework. During this period thaialnds tourism industry overcame a range of potentially damaging crises and and reputational challanges. This paper seeks to explain TAT's commitment to strategic planning and its extensive implementation of effective risk and crisis managment best practoice which has enabled Thialand to receover its tourism market frim a range of challenges. TAT's commitment to resileince benefits from a high level of cooperation with the Pacific Asia Travel Association which is headquartered in Bangkok.
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