STRATEGI DIPLOMASI PUBLIK THAILAND DALAM UPAYA MENARIK MINAT WISATAWAN ASING PASCA COVID

ABSTRACT
The tourism sector plays a crucial role in Thailand's economy, making a significant contribution. Known for its stunning natural beauty, rich culture, and valuable historical heritage, Thailand has long been a favored destination for visitors both domestically and internationally. However, the COVID-19 pandemic has had a profound impact, leading to a sharp decline in the number of incoming tourists. In this context, the implementation of public diplomacy strategies becomes essential to restore the country's image and regain the attention of foreign tourists. Through the Tourism Authority of Thailand (TAT), the country has adopted various public diplomacy strategies to revive its severely impacted tourism sector. Referring to the concept of public diplomacy proposed by Mark Leonard, TAT has designed a series of innovative programs aimed at attracting foreign visitors and supporting economic recovery, including Amazing New Chapter, Amazing Thailand Workplace Paradise, and Amazing Thailand Culinary City. These initiatives align with Leonard's public diplomacy concepts, which encompass Strategic Communications, News Management, and Relationship Building. This thesis aims to explore the public diplomacy strategies that have been implemented by TAT using a qualitative approach, with data collection conducted through literature review methods.