With Thailand’s economy in a state of transition, understanding changing traveller demands will help the industry unlock valuable tourist opportunities and dollars, the Land of Smiles has been a tourism hub for many years, and while it welcomed over 28 million visitors last year, it is experiencing a slower post-pandemic recovery compared to its regional peers.

I have always considered Thailand to be the Land of Smiles. Now, due to the unnecessary intervention of the medical community, corporate interests, TV know-it-alls, ego-driven fear mongers, and other types of fanatics, most of those happy faces I used to so appreciate have all but disappeared.