A peaceful destination image is critical for tourism-dependent economies, and any political tensions, no matter the location of flashpoints, can hurt destination perception, says Thourn Sinan, chairman of PATA Cambodia Chapter
The recent border clashes in Cambodia and Thailand have had a significant impact on the tourism industry, even though these incidents are geographically distant from the main attractions. Such events tend to create a ripple effect because they influence the perception of safety among potential travellers.
Tourists often rely on information and impressions rather than detailed knowledge of the situation, and news of conflict – even if it occurs in remote regions – can generate concern about overall safety and stability. This can lead to a decline in visitor numbers, as travellers may choose to postpone or cancel their trips, or opt for alternative destinations perceived as safer.
Furthermore, the negative publicity can tarnish the country’s image as a peaceful and secure travel destination, which is critical for tourism-dependent economies.
If the situation persists or escalates, it could have longer-term repercussions, including reduced bookings, lower hotel occupancy rates, and diminished revenue for local businesses and communities reliant on tourism.
It is also important for Thailand to uphold the rule of international law and accept the jurisdiction of the International Court of Justice (ICJ) in resolving border disputes. Demonstrating a commitment to international legal processes can help restore confidence and show the world that Thailand is dedicated to peaceful and lawful resolution of conflicts.
Moreover, lasting peace can only be achieved through dialogue, diplomacy, and adherence to international law. These are essential pathways to resolving disputes and fostering stability in the region.
Going forward, the sector may face challenges in restoring traveller confidence, especially if there are ongoing security concerns or if the media continues to highlight the conflict. To mitigate these effects, effective communication, reassurance of safety measures, and targeted marketing emphasising the country’s stable and attractive regions will be essential.
In summary, even conflicts in remote areas can influence the broader tourism sector by shaping perceptions and traveller behaviour. The key will be how quickly and effectively the situation is managed, communicated, and addressed through peaceful means – namely dialogue, diplomacy, and international legal frameworks such as the ICJ – to foster trust, stability, and long-term peace.
