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Thailand enjoyed a healthy growth of tourism in the 1980s. However, the country's tourism industry faces new challenges. Political instability, the spread of AIDS within the Thai population, and an oversupply of hotels threatens the country's tourism industry. In response, the Thai prime minister's office, the national tourism organization, and the private sector are vigorously trying to reestablish Thailand's image and promote the country as a tourism destination. The future of the Thai tourism industry appears to be bright depending on political stability, government commitment, and cooperation of the public and private sectors to market Thailand as an ideal destination.