Sustainable tourism development in Thailand: The role of agricultural tourism and government support for SMEs

The COVID-19 pandemic triggered a severe economic crisis in Thailand, disrupting supply chains and drastically reducing consumer demand, particularly in tourism, a sector employing 28% of the national workforce. This crisis underscored the vulnerability of tourism-reliant economies, especially during severe droughts that hinder traditional labor migration to agriculture. Agricultural tourism emerged as a promising strategy for economic recovery and rural revitalization, offering an alternative for domestic travel while promoting sustainability and poverty reduction. This study explores the potential of agricultural tourism to foster resilience and sustainable development in the post-pandemic context. Using qualitative methods, including unstructured interviews with 180 stakeholders, thematic analysis, and triangulated insights, the research identifies key demand-side preferences, such as authenticity, cultural immersion, and environmental conservation. It also highlights supply-side challenges like inadequate infrastructure, financial constraints, and insufficient government support. The findings emphasize the need for strategic interventions, including policy reforms, rural infrastructure investment, and capacity building. The study proposes targeted policy recommendations to enhance agricultural tourism’s impact. These include financial support for SMEs, promoting sustainable practices, digital transformation, and fostering innovation in tourism offerings. By integrating cultural heritage with sustainable agricultural practices, Thailand can establish agricultural tourism as a cornerstone of economic recovery, addressing immediate economic needs and long-term resilience. This research provides valuable insights for policymakers and global practitioners, emphasizing the transformative potential of agricultural tourism in achieving Sustainable Development Goals and enhancing rural livelihoods. Further research is encouraged to evaluate the long-term dynamics of this sector in a changing global landscape.