Tourism is probably the industry hit hardest by the pandemic, which is bad news for countries like Thailand. Prior to the outbreak, the tourism industry accounted for as much as one-fifth of the economy, but it has since dropped precipitously.
Despite the gloom, this provides us with a rare opportunity to realign the sector to make it stronger, more sustainable and more resilient when things get back on track.
First, we must consider one of the biggest downsides to Thailand's normally-booming tourist crowds -- overtourism. The obvious candidates -- Bangkok, Chiang Mai, Phuket, Samui, Phangnga, Pattaya -- usually boast big crowds and low hotel vacancies, but we cannot neglect the detrimental effects of this growth-at-all-costs mindset on the environment and quality of experience.
The closure of Maya Bay in Koh Phi Phi last year is an example of a successful strategy. Thousands of daily tourists had taken a toll on the beauty the island was famed for, so the Department of National Parks ordered a complete shutdown. The recovery of flora and fauna was surprisingly quick and a limited reopening is now on the cards.
Thailand should also define and pursue high-quality tourists, which the government had previously put a premium on. This means looking beyond wealthy tourists. Independent travellers are also high quality. Without big bank accounts, they often travel slower and for longer, taking time to learn the language and customs. They spend time and money in small communities that are often overlooked by large tour groups or more affluent tourists.
Yet, tour groups will continue to be important. However, we should look at setting reasonable limits on the size and number of tour groups.
The pandemic also presents an opportunity to improve the overall experience we give tourists as well. Training guides in Chinese, Korean and Russian would be a good investment, as there has been a well-documented shortage of those languages for years. It's also a good time to bolster the Tourism Authority of Thailand training course, which all guides must complete, to improve knowledge of culture and customs.
This would enable Thailand to better handle niche travel groups, a segment that has become extremely popular in recent years. Groups and individuals looking for deeper, more contextual experiences rely heavily on guides and look for greater immersion with local cultures. They are also generally willing to pay more for such experiences.
Finally, we should be getting ready to highlight the lesser-known destinations that Thailand has to offer. There are hundreds of towns, cities, monuments and natural resources that are often ignored for more famous locations, which can provide an incredibly rewarding experience for visitors. Investments need to be made to improve travel and accommodation infrastructure, but the long-term benefits would pay off exponentially.
The pandemic has given us a shake, but it's provided us with an opportunity to start laying the groundwork for a stronger and more resilient tourism industry that will pay dividends far into the future.
Suwatchai Songwanich is an executive vice-president with Bangkok Bank. For more columns in this series please visit www.bangkokbank.com