![\"A](\"https:\/\/www.nxpo.or.th\/th\/wp-content\/uploads\/2020\/06\/image-10.jpeg\")
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<\/figure><\/div>\n\n\n\nAlthough Thailand\u2019s tourism has\u00a0faced\u00a0countless crises, ranging from\u00a0natural disasters\u00a0to\u00a0disease\u00a0outbreaks, Dr.\u00a0Youthasak\u00a0admitted that this COVID-19 pandemic is the most critical\u00a0one.\u00a0The tourism industry is expected to make a comeback\u00a0the\u00a0last quarter\u00a0of this year\u00a0or early next year at the earliest and it will be under the new normal\u00a0– healthy and safe travel\u00a0with restrictions especially on international travel. Nevertheless,\u00a0there is a silver lining for Thailand\u2019s travel industry. The country wins praise for its COVID-19 management and, thus ensuring travelers\u2019 confidence.\u00a0Its long reputations in health and wellness industry, beautiful scenery, food and culture will help accelerate the recovery of Thai tourism. To\u00a0strengthen the industry for an effective recovery,\u00a0the focus will be placed on upskilling and reskilling workforce in the travel industry\u00a0and\u00a0establishing digital platform\u00a0to support tourism industry. Upskilling and\u00a0reskilling program will\u00a0focus on\u00a0the priority areas such as health & wellness and digital transformation and will be implemented through TAT\u2019s manpower development program.\u00a0<\/p>\n\n\n\n
![\"\"](\"https:\/\/www.nxpo.or.th\/th\/wp-content\/uploads\/2020\/06\/IMG_0685-3-1024x683.jpg\")
<\/figure><\/div>\n\n\n\nTAT\u2019s recovery strategic goal is to 1) stimulate domestic travel to restart tourism businesses and get employees back to work to earn a living, and 2) rebalance the system for sustainable tourism and attract upper-income tourists. The implementation will be driven by a 5R strategy: <\/p>\n\n\n\n
- Reboot.<\/strong>\u00a0Encourage domestic travel through \u201cGo Again\u201d and \u201cGo Local\u201d campaigns to restart businesses in the supply chain and strengthen local economy.\u00a0<\/li>
- Rebuild.<\/strong>\u00a0Adjust to the new normal with \u201cGo New Norm\u201d and \u201cGo Digital\u201d projects to foster sustainable tourism.\u00a0<\/li>
- Rebrand.<\/strong>\u00a0Promote Thailand as a preferred destination with \u201cGo Top\u201d and \u201cGo Confident\u201d campaign to create memorable travel experiences and ensure safe and health travel.\u00a0<\/li>
- Rebound.<\/strong>\u00a0Revive inbound tourism, targeting high-income tourists such as health and wellness tourists, and maintain high-quality tourism through \u201cGo High\u201d and \u201cGo Quality\u201d programs.\u00a0<\/li>
- Rebalance.<\/strong>\u00a0Strive for sustainable tourism with \u201cGo Responsible\u201d and \u201cGo Sustainability\u201d campaigns.\u00a0<\/li><\/ol>\n\n\n\n
NXPO\u2019s recent study report also indicated that the future of Thai tourism lies in three sectors, namely health & wellness tourism, medical tourism, and agri-food tourism. Proposals for higher education, science, research and innovation measures for rehabilitating and reforming the travel industry include 1) the application of technology and innovation to support the industry such as Screening, Tracing, Tracking, Surveillance System (STTS), product development (such as spa and herbal products for wellness businesses), alternative medicine; 2) reskilling and upskilling program for workforce in digital marketing, wellness and spa, traditional medicine; and 3) wireless communication infrastructure to support digital transformation of businesses and improve tourists\u2019 experience. <\/p>\n","protected":false},"excerpt":{"rendered":"
At the recent forum for exchanging ideas […]<\/p>\n","protected":false},"author":1,"featured_media":4937,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[30],"tags":[],"class_list":["post-4932","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en"],"featured_image_src":"https:\/\/www.nxpo.or.th\/th\/wp-content\/uploads\/2020\/06\/image-14.jpeg","author_info":{"display_name":"admin","author_link":"https:\/\/www.nxpo.or.th\/th\/author\/adminsti\/"},"jetpack_featured_media_url":"https:\/\/www.nxpo.or.th\/th\/wp-content\/uploads\/2020\/06\/image-14.jpeg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.nxpo.or.th\/th\/wp-json\/wp\/v2\/posts\/4932","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nxpo.or.th\/th\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nxpo.or.th\/th\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nxpo.or.th\/th\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nxpo.or.th\/th\/wp-json\/wp\/v2\/comments?post=4932"}],"version-history":[{"count":1,"href":"https:\/\/www.nxpo.or.th\/th\/wp-json\/wp\/v2\/posts\/4932\/revisions"}],"predecessor-version":[{"id":4942,"href":"https:\/\/www.nxpo.or.th\/th\/wp-json\/wp\/v2\/posts\/4932\/revisions\/4942"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.nxpo.or.th\/th\/wp-json\/wp\/v2\/media\/4937"}],"wp:attachment":[{"href":"https:\/\/www.nxpo.or.th\/th\/wp-json\/wp\/v2\/media?parent=4932"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nxpo.or.th\/th\/wp-json\/wp\/v2\/categories?post=4932"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nxpo.or.th\/th\/wp-json\/wp\/v2\/tags?post=4932"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- Rebuild.<\/strong>\u00a0Adjust to the new normal with \u201cGo New Norm\u201d and \u201cGo Digital\u201d projects to foster sustainable tourism.\u00a0<\/li>