Learning from Maui: A smarter path for Thailand’s tourism recovery
Aiming to revive Thailand’s tourism after floods, fires, and pandemic disruptions, this revision draws lessons from Maui’s post-disaster rebound. Hawaiian experience shows recovery is a long, careful process that restores visitor confidence and sustains local livelihoods through balanced marketing and community resilience.
Two years after West Maui’s wildfires, the island’s tourism climb illustrates both progress and ongoing hurdles. Visitor arrivals rose by 11.2 percent year over year but remain about 17 percent below pre-disaster levels, underscoring the extended timeline required for full recovery. The Maui case highlights a common pattern: even with rebuilt infrastructure, reputational recovery lags and demands persistent, credible communication.