How do small tourism businesses survive unstable demand?

I’m part of a small team working with independent tourism businesses in Northern Thailand.

We’ve noticed that many local operators struggle not because of a lack of quality or interest, but because demand is highly irregular. Busy seasons can be strong, but the gaps in between are difficult to manage.

We’re still trying to understand what actually helps small tourism businesses stay sustainable under these conditions.

I’d really value insights or examples from other regions:
what strategies have you seen work when demand is unstable?