Thailand’s Tourism Revival: From Empty Rooms to Reconquering the Globe
After the pandemic hit hard, Thailand was one of the first Asian hotspots to open its gates to foreign travelers. The country’s hospitality scene is slowly bouncing back, featuring fresh hotels primed for those “workation”-ready solo explorers who crave longer stays.
Tourists Trend Report 2021
- 107,117 foreign tourists arrived in the first ten months of 2021—a tiny fraction of the 6.7 million that visited in 2020.
- Before the coronavirus hit, Thailand welcomed roughly 40 million visitors annually.
Assets on the Rise
Asset World Corporation PCL, which just launched its 19th property, finds its bookings largely coming from Western markets and the Middle East.
Wallapa Traisorat, CEO: “About 70 % of our bookings are from Europe—think Germany, the UK, Scandinavia—followed by the US, the Middle East, and Asia. Domestic trips are keeping things afloat. We’re aiming for a 30 % occupancy in November and hope the fourth quarter will pick up the momentum as the reopening gains traction.”
Why Thai Tourism Still Matters
Thailand has long been a tourism magnet. In 2019, 40 million arrivals pumped a staggering 1.91 trillion baht (close to S$78 billion) into the economy.
New Hotels for the New Normal
- Centara Hotels & Resorts plans a 1.1 billion baht boutique on Samui Island, set to open in December.
- Chief Financial Officer Gun Srisompong predicts the majority of guests will be locals on longer stays. “Demand patterns have changed, and we’re gearing up for personalised workations,” he notes.
2019–2024 Numbers in a Nutshell
- Only 200,000 foreign tourists expected this year.
- 5 million arrivals projected for 2022.
Visitor Experience: Less Crowds, More Discounts
German traveler Markus Klarer shares, “Thinner crowds and discounts make the experience more pleasant. It’s a great time to revisit Thailand.”
Policy Roadblocks Still Exist
Not all is sunshine and palm trees. Hospitality operators echo concerns over lingering COVID-19 restrictions. “Tourists aren’t fully confident and are still confused by government regulations,” says Chitchai Senwong, a Bangkok restaurant manager. He cites a rule that bars alcohol after 9 pm as a “double-edged sword” that keeps some guests on their toes.
