Even as Thailand seeks to overcome the impact of the devastating December 2004 tsunami, and learn from its lessons in the reconstruction and rehabilitation process, it is important to look ahead to some major events that will shine a much more positive light on the kingdom.

2006 will mark the 60th anniversary (Diamond Jubilee) of His Majesty the King's accession to the throne, further lengthening his standing record as the world's longest-reigning monarch.

At the same time, Thailand will open the new Suvarnabhumi Airport, a new gateway to the country. Interestingly, it is His Majesty the King who graciously conferred the name Suvarnabhumi for the new airport. It means "Golden Land" and is highly appropriate in the context of the times.

So even as we plan ahead for these events, and the opportunities they will open up to shine a powerful positive light on Thailand, we must never forget the victims of the tsunami or the efforts of the wonderful people who eased the pain and suffering and led the recovery.

As has been widely reported, and at the risk of repeating what should be obvious, the hotels, attractions, bars and restaurants in the vast majority of the previously affected areas are ready, willing and able to provide their legendary quality standard of cost-effective, cheerful hospitality.

Tourist dollars will ensure people remain in employment, improve morale, and facilitate the healing process. The message to the world is clear _ come to Thailand and come now. The generous, warm and friendly people of Thailand need support _ now.

2006 also is a milestone year for us at Diethelm Travel Thailand. Our parent company _ Diethelm Keller Holding _ celebrates its 100 years of continuous business operations in Thailand. More than most, we can take an informed position on what has been and what will likely be.

We wish all sectors of the tourism industry a happy, safe and successful 2006 and beyond.

Most importantly, we wish His Majesty a long and healthy life. May Thailand continue to prosper and flourish under his gracious and benevolent reign.

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The year 2004 looked set to end on a triumphant note, with all the hallmarks of a truly record-breaking year. After the downturn caused by SARS and the avian flu, Thailand, and indeed the entire Asia-Pacific region, badly needed a bounceback.

Sadly, it was not to be. Just five days before 2004 ended, the devastating tsunami shocked the industry both emotionally and financially. In addition to the horrific and tragic loss of life and property, those few seconds of unmitigated wave-power swept away all the careful budgetary planning that had been done in anticipation of a bright 2005.

This fourth issue of our Travel Review is designed almost entirely to focus on the Thai travel and tourism industry's gargantuan efforts to get back on its feet. As we go to press, the recovery strategies appear to be producing results, with strong indications that numbers are picking up again.

As always, an event like the tsunami united the industry. The Kingdom of Thailand and its people are like a 'Dream Team'; a unique people-and-product combination of high quality that has survived many a past crisis.

It is necessary now to view from various angles the correct direction the Thai travel industry needs to take in order to ensure a sustainable future. We need not just new destinations, but also adequate infrastructure, education and constant training, all of which are the absolute key factors for a successful destination.

I do hope that the 4th annual review will make you view Thailand through a different pair of glasses; not so much as a "commodity product" but as a rich, dynamic destination with many unexplored opportunities ready and waiting to fulfil the requirements of all travellers.