#Sandbox

Thailand’s tourism sector is rebuilding with a clear objective: lasting recovery and inclusive growth. New analyses show the shift from mass arrivals to a model that centers value, safety, and local authenticity. The insights highlight how the pandemic disrupted livelihoods and how smart policies can guide a more resilient comeback.

Before the crisis, Thailand welcomed a record 40 million visitors in 2019, with tourism contributing around 20% of GDP and supporting millions of jobs. International travelers typically spent more per person than domestic visitors, fueling growth in hotels, dining, and retail. The pandemic froze travel, devastating both major hubs and small operators dependent on visitor spending.