Thailand’s Covid Recovery: Rebounding Tourism and Investment

Thailand, often referred to as the Land of Smiles, has been a magnet for travelers worldwide. However, the COVID-19 pandemic dealt a severe blow to its vibrant tourism industry. Despite the challenges, Thailand has embarked on a journey of resilience and recovery.

Resilience and Adaptability

Thailand has demonstrated globally the most resilience in navigating the impacts of the pandemic. With a proactive response and effective containment measures, the country has managed to mitigate the health crisis while gradually reopening its economy. The Ministry of Tourism and Sports of Thailand has revealed its statistics since reopening borders, Thailand has welcomed 28 million international travelers, generating substantial income. 

Investors can capitalize on now a strong rebound by investing in hospitality, travel-related services, and infrastructure projects catering to the growing demand from domestic and international tourists.

Thailand has welcomed 28 million international travelers

Government Stimulus and Investment Incentives

During the reopening phase, the Thai government implemented several key strategies to revive tourism and attract foreign investment. These included:

  • The Phuket Sandbox program (July 2021): This program allowed fully vaccinated tourists to enter Phuket without quarantine upon presenting a negative arrival test. This initiative served as a successful model for further reopening efforts.
  • The Test & Go scheme (November 2021): This scheme permitted vaccinated travelers to enter Thailand with a negative pre-departure test, a shorter stay duration, and an additional test.
  • Gradual easing of restrictions: As the pandemic situation improved, Thailand eliminated on-arrival tests and reduced mandatory stay durations for smoother travel.

Alongside these tourism-focused initiatives, Thailand’s Board of Investment (BOI) unveiled incentives on October 17, 2022, aimed at attracting foreign investors, particularly in high-tech, innovative, and green sectors. These incentives, set to be implemented from 2023 through 2027, aim to stimulate economic growth and encourage sustainable development in Thailand.

Such government support creates a favorable investment climate and reduces barriers for investors looking to enter or expand their presence in Thailand.

Adaptation to New Trends

Beyond reopening its doors, Thailand is embracing digitalization to propel its tourism industry forward. This goes beyond just online marketing. The country is catering to the experience-seeker with eco-tourism and cultural offerings, while also attracting digital nomads with visa programs and strong internet infrastructure. Tourists can now seamlessly book everything online and enjoy personalized experiences based on their interests.

Thai Prime Minister Gen Prayut Chan-o-cha presided over the opening of the APEC CEO Summit 2022

Former Thai Prime Minister Gen Prayut Chan-o-cha presided over the opening of the APEC CEO Summit 2022, emphasizing post-Covid economic recovery through the “BCG Model, Inclusive Growth and Digitalization.”


Thailand’s tourism industry presents a compelling investment opportunity unlike any other, though battered by the pandemic, it is now thriving. With a focus on sustainability, digitalization, and catering to new travel trends, Thailand is well-positioned to attract not only tourists but also foreign investment. As the “Land of Smiles” regains its vibrancy, exciting opportunities await those seeking to invest in its resurgent tourism sector and contribute to Thailand’s bright future.



1. How has Thailand recovered from the pandemic’s impact on tourism?

Thailand has shown resilience by implementing measures to control the spread of COVID-19 while gradually reopening its borders. Initiatives like the Phuket Sandbox and Test & Go scheme have attracted millions of tourists, generating significant income.

2. Why is Thailand considered a promising investment destination?

Thailand is a great investment opportunity because of its resilient industry, global appeal, ongoing infrastructure development, government support, strategic location, diverse offerings, and innovative initiatives.

3.How has Thailand’s government supported foreign investors in addition to the incentives provided by the Board of Investment (BOI)?

Aside from BOI incentives, the Thai government has streamlined bureaucratic processes, improved transparency, and offered tax breaks or exemptions for certain investment projects. Additionally, various economic zones and industrial estates offer specific advantages for foreign investors, such as specialized infrastructure and logistical support.