Thailand has long been known as “The Land of Smiles,” a phrase that has come to symbolize the country’s warmth, hospitality, and cultural charm. But where did this nickname come from?

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.