UDC 339.138
DOI: 10.36871/ek.up.p.r.2025.06.05.025
Авторы
Linda Vilay
Peoples’ Friendship University of Russia (RUDN University), Faculty of Economics
Аннотация
Between 2019 and 2025, Thailand’s tourism industry experienced rapid and dramatic changes, shaped by the COVID‑19 pandemic, global economic uncertainty, and changing tourist behavior. This article explores how Diethelm Travel Thailand, a leading destination management company (DMC), navigated these challenges and emerged stronger. Using a mix of quantitative and qualitative methods, we analyze macroeconomic trends, industry shifts, and the company’s internal transformation strategy.
Diethelm Travel undertook a comprehensive overhaul during this period, including management restructuring, digital platform adoption, and a decisive move toward premium travel experiences. Despite a drastic fall in tourist arrivals in 2020–2021, the company achieved booking levels 50% above pre-pandemic figures by 2024. This success reflects a broader industry trend: revenue recovery has outpaced visitor recovery, suggesting that targeting high-value travelers is a sustainable growth strategy.
Key findings show that businesses investing in innovation and consumer insight during crises can achieve remarkable long-term gains. The research provides a case study with broader implications for tourism economies in Southeast Asia and beyond, particularly in how companies adapt to global shocks. Future research could explore whether the premium travel model remains viable as travel patterns stabilize and competition intensifies.
Ключевые слова
Tourism marketing, economic volatility, post-COVID travel, Thailand tourism, strategic adaptation.
