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Abstract
Tourism serves as a means for Thailand to receive foreign currency, increase international reserves, stimulate production and maximize the use of resources from other related sectors, which in turn enhance the country's economic status. The importance of tourism is inspiring Thailand to strive to become a major international tourist destination in Southeast Asia and the world. The continued success of international tourism and the future direction of tourism development in Thailand can be enhanced through a historical analysis of the tourism industry and a critical and thorough SWOT (strengths, weaknesses, opportunities and threats) analysis. This paper provides a historical overview of international tourism development in Thailand from 1994 to 2007, assesses the performance of the Thai tourism industry in this period, provides a SWOT analysis of the Thai tourism industry, and offers recommendations for the future success of Thailand as a competitive tourist destination.
