Analysis of the Tourism Recovery Plan

Introduction

The Tourism Authority of Thailand developed the Andaman Tourism Recovery Plan 2005 to manage the crisis caused by the tsunami tidal wave. This natural disaster caused significant damages to six southern provinces in Thailand: Phuket, Phang Nga, Krabi, Ranong, Satun, and Trang. The effects of this tidal wave were felt by local people, tourists, tourism investors, and service providers. Many lost family members, property, and income as a result.

The 6 southern provinces of Thailand, situated along the Andaman coast, are famous for their stunning coasts and pristine natural landscapes. These provinces attract numerous tourists from around the world to Thailand each year, both Thai and foreign visitors. The local residents in these areas primarily depend on selling souvenirs and providing tourism services to sustain their livelihoods.

However, when the unexpected “Tsunami” tidal wave hit, many tourists canceled or delayed their trips to Thailand. This created a bleak outlook for the local people in terms of restoring their businesses and improving their living conditions after the Tsunami. In response, the Andaman Tourism Recovery Plan 2005 was introduced by the Tourism Authority of Thailand. Its objective is to guide all stakeholders towards revitalizing and advancing these 6 southern provinces.

In this report, we will examine the recovery plan and assess the likelihood of achieving success in all processes in line with the objectives established by the Tourism Authority of Thailand.

• Ms. Ajaree Viwatpinyo I.D. 463 9605Ms.Naiyana VongfufeungkajornI.D.
• Objectives-To study the Andaman recovery plan 2005, developed by TAT.
• -To analyze the positive and negative of impact from the recovery plan.
• -To analyze the potential effectiveness of the recovery plan.
• -To criticize the role of concerned organization in order to create the effectiveness of the plan.

The tourism industry in the Andaman coastal provinces of Thailand is currently facing an unforeseen crisis due to the devastating “Tsunami” tidal wave disaster that occurred in 2004. This catastrophe had a significant impact on multiple countries around the Andaman Sea, including six provinces in southern Thailand. The decrease in tourist numbers can be attributed to the lack of clear information regarding the situation in the affected areas. Despite Satun province experiencing only minor damage, numerous tourists decided to cancel their hotel bookings there. Consequently, many resorts, which were originally fully booked by foreign visitors during peak season, have not received any bookings since being affected by the “Tsunami” tidal wave.

The responsibility of developing the Andaman tourism recovery plan 2005 has been given to the TAT. This plan aims to restore the tourism situation in six provinces affected by the Tsunami: Phuket, Phang Nga, Krabi, Trang, Satun, and Ranong. These provinces were once popular tourism destinations until the unexpected attack of the tidal wave. The Andaman recovery plan 2005 was created to revive the prosperity of these destinations and further enhance their appeal for the future. The plan’s summary is as follows:

Initially, the plan was divided into three phases by TAT.

• Phase I – 26 of December 2004 until 15 January 2005.
• Phase II – is shorterm plan which start from January 15 to March 2005
• Phase III – from March 2005 onwards.

Based on Phase I, the affected areas are divided into three categories as follows:

1. Areas most affected: which at least one-year recovery effort needs to be taken. These areas are Phi Phi in Krabi and the coastal towns of Tai Muang, Khao lak and Tap lamu in Phang Nga.
2. Areas moderately affected: which should take between 3-6 months to recovery. These areas are beach resorts in Phuket: Kata, Karon, Kamara, Nai Yang and Patong.
3. Minimal impact or unaffected areas: which only very little recovery or even non-recovery is required. These areas are Trang, Mukoh Tapu and Ko Panyi island in Phang Nga, Ao Maya bay area, Phuket city centre, cape panwa, Coral reefs off the islands in Krabi and in Trang are Koh Tarutao, Koh Khai, Koh Adang, Koh Rawi, Koh Leepeh and Koh Bulon appeared unaffected. Beaches and coral reefs were undamaged.

During this phase, TAT evaluates the state of hotel and resort accommodations to determine which ones are in good condition and prepared to resume operations after being affected by a tsunami tidal wave attack.

In our opinion, TAT responded promptly to the unexpected crisis outlined in Phase I of the Andaman recovery plan. The evaluation conducted after the crisis enabled TAT to gauge the tourism capacity that remained in each affected area. Consequently, the tourism flow in the southern part of Thailand did not come to a complete halt. TAT also estimated the income loss to be around 10 million baht per month, which served as motivation for stakeholders to swiftly restore the necessary infrastructure in order to once again support domestic and international tourism.

The successful evaluation of Phase I will result in the effective planning of Phase II. This phase includes analyzing TAT’s recovery plan, which has been helpful in dispelling rumors and negative perceptions about 6 provinces of Thailand that tourists from around the world have. TAT’s presentation of facts on their official website and other media platforms has played a crucial role in rebuilding trust among tourists and investors.

During Phase II, which started recently and will conclude in March, our main goals are to rebuild tourist facilities and infrastructure that were destroyed. Additionally, we aim to promote the unaffected areas by implementing special campaigns targeted towards global tourists. It is crucial to showcase the reality of the situation in these provinces through these campaigns, as certain news reports may generate rumors and images of heavily affected regions can deter tourists. Consequently, these promotional campaigns will play a significant role in encouraging tourists to revisit these destinations.

However, Phase II and Phase III do not coincide on when the development should commence. We believe that restoration and development should occur simultaneously. In practical terms, we are confident that the combined efforts of restoration and promotion in Phase II, along with the natural beauty of the coastal areas, will attract former tourists and entice new ones to visit this destination.

In order to support the consequence of heavy promotional campaigns, we believe that certain actions in phase III should be initiated and progressed simultaneously with the restoration and promotion of phase II.

Examples of these actions include zoning, rule and regulation, and training.

Before the increase in tourist numbers, it is important to carry out these four actions. The recovery plan aims to position the province as a new model for Thai coastal tourism. Delaying development until after tourists arrive may be too late and less effective. The local people who were affected by the tsunami cannot wait until phase III to start earning a livelihood.

In order for the plan to be successful and for the objectives to be achieved in each phase, it is essential to have effective cooperation and communication among stakeholders, including the local government, private sectors, and local people. The government should clearly assign responsibilities to each participating group and closely monitor the progress of their assigned tasks to ensure adherence to the plan.

Reference

1. www.tat.co.thwww.thaitsunami.com
2. www.sawadee.comwww.tatnews.org