#AsiaPacific

Thailand is being urged to overhaul its tourism strategy to seize a burgeoning opportunity in the Asia-Pacific luxury travel market, as affluent travelers from countries like China and India shape the future of the regional hospitality industry. Recent market research indicates that the nation’s traditional approach risks falling behind more agile competitors unless authorities and private-sector partners move quickly to upgrade infrastructure, embrace luxury-focused branding, and deliver exclusive experiences on par with global leaders (Travel and Tour World).

Thailand’s tourism sector stands at a critical juncture as industry leaders demand comprehensive strategic overhaul to capitalize on unprecedented growth in Asia-Pacific luxury travel demand. Affluent travelers from China, India, and emerging Southeast Asian economies increasingly influence regional hospitality market evolution, prompting urgent calls for infrastructure modernization, premium branding initiatives, and exclusive experience development. Recent market analysis by Travel and Tour World reveals that Thailand’s traditional volume-based tourism model faces existential challenges from more adaptable regional competitors who rapidly embrace luxury-focused strategies. The Kingdom must act decisively to upgrade its hospitality infrastructure, refine its global brand positioning, and deliver world-class premium experiences that match international luxury standards.

Asia Pacific’s hospitality sector is experiencing a record-setting surge in lifestyle hotel development, sparking both investor frenzy and a new era of experiential travel across the region. According to a new report by JLL, lifestyle hotel rooms in Asia Pacific have quadrupled since 2014, adding nearly 65,000 rooms, with the momentum set to accelerate sharply through 2027. Projections estimate that lifestyle hotels will make up 6-9% of all new hotel supply in the region by 2027, with the sector poised for a 34% increase in inventory during that period (JLL via Travel Daily Media, Skift).

The Asia Pacific region is witnessing a dramatic rise in the development of lifestyle hotels, as revealed in a new report by global real estate consultancy JLL. Nearly 65,000 lifestyle hotel rooms have been added since 2014, marking a fourfold increase and signaling a transformation in both the regional hospitality landscape and traveler expectations. This surge in alternative, design-forward accommodations is poised to reshape tourism, especially in destinations popular with the younger, experience-seeking demographic—including Thailand.

A recent analysis of the world’s largest tourism economies underscores the immense financial impact of travel on nations’ prosperity, with the United States and China leading the global hierarchy in 2024. Data published by the World Travel & Tourism Council (WTTC) and visualized by Visual Capitalist shows that the U.S. tourism sector generated a staggering US$2.36 trillion this year, while China followed as a rapidly growing market at $1.3 trillion Visual Capitalist.

The food delivery sector in Asia Pacific has reached a significant new milestone, with delivery now comprising 23% of the region’s foodservice market—more than doubling its share since 2019, according to the latest research by Euromonitor International as reported by Retail Asia. This dramatic rise underscores how convenience and digital transformation are rapidly reshaping how people across the region, including in Thailand, purchase and enjoy food.

For Thai readers, the rapid expansion of food delivery is impossible to miss. Just a few years ago, a visit to a bustling local food market or a sit-down meal at a street-side restaurant was the norm. Today, it is common to see motorcycle riders from Grab, Foodpanda, or Robinhood zipping through Bangkok traffic or delivering upcountry, a trend that accelerated during the COVID-19 pandemic and shows no sign of slowing down. This change matters both as a reflection of shifting consumer habits and because it impacts the livelihood of restaurant owners, riders, and the broader foodservice economy in Thailand.