TTDI-based longitudinal assessment of COVID-19 disruptions in Thailand and Southeast Asian tourism

The COVID-19 pandemic severely affected the tourism industry across Southeast Asia, causing significant economic impacts. This study uses the World Economic Forum’s Travel & Tourism Development Index (TTDI) data to analyze tourism performance in eight Southeast Asian countries at three key timeframes: 2019 (pre-pandemic), 2021 (during the pandemic), and 2024 (post-pandemic). We conduct a longitudinal analysis of TTDI pillar scores using nonparametric tests (Wilcoxon signed-rank for paired comparisons; Friedman test for repeated measures) and a parametric test (paired t-test) to evaluate changes and assess the balance among the economic, social, and environmental sustainability dimensions. The results identify which tourism dimensions were most impacted during COVID-19 and which rebounded by 2024. While overall TTDI scores declined during the pandemic, certain pillars (e.g., ICT readiness, Ground and Port Infrastructure, and Cultural Resources) improved amid reduced overtourism, and others regained strength post-pandemic, reflecting partial recovery and resilience. The findings highlight an accelerated digital transformation in tourism services and a post-COVID rebalancing of priorities, with economic, social, and environmental pillars becoming more balanced. These insights offer guidance for tourism practitioners and businesses, suggesting that embracing digital innovation and maintaining a balanced focus on sustainable development will enhance the tourism sector's resilience against future pandemics.