Focusing on the tourist numbers and revenue, in 2011, Thailand’s tourism sector is on the rise due to the global recovery and economic growth in the Asia-Pacific. The newly advanced economic development countries (the BRICs), especially China and India, have consistent rapid growth. Given it is considered a popular destination, Thailand is also beneficial to intra-region tourism growth. It is expected that the number of foreign tourists for this year will reach 15.5 million, equivalent to a 6.9 percent increase. The total generated income will be THB 600 billion, equivalent to a 9.09 percent increase. Looking at the domestic market, it will also reach 91 million trips/ times/ tourists, equivalent to a 3.41 percent increase and revenue of THB 4.32 billion a 4.6 percent rise.2

             Thailand’s primary tourism factors are plentiful and competitive. Thanks to the diverse topographical characteristics of the country that consist of mountains, forests, plateaus, valleys, islands as well as lowlands on major rivers and lakes, Thailand is blessed in the eco-tourism trend.  Also, in response to the fast growing medical market, Thailand is equipped with those latest and state-of-the-art technologies, well trained medical personnel and accredited international standard hospitals. Alternative medicine, services for well-being and relaxation; such as, spa and Thai massage, are renown all over the world. Experiencing Thai friendliness and generosity, which make the distinctive Thai touch, is a natural advantage for high quality services. Thus, medical care and related businesses are a prosperous opportunity for investors.   

             In terms of the overall investment from the Bank of Thailand (BOT)’s standpoint reveals that investors’ confidence has recently been restored from the economic downturn during the past 4-5 years. As can be seen in 2010, the capital influx was valued at THB 158 billion, a growth rate of approximately 2.64 percent from THB 154 billion in 2009.3Among overseas investors, the Japanese are still a major player in the market, followed by Singaporeans, Americans and South Koreans, respectively. Focusing on service sector investment, particularly in the travel and tourism industry, there has been an increase in the ongoing expansion of existing businesses and establishing new ones at the same rate. However, it is recommended to put funds into existing businesses since a high return can be expected than in a new investment. In this circumstance, the government should take a part in regulating the related policies, offering incentives, and supportive measures to encourage existing investors.
In summary, as an investment guideline on the travel and tourism industry, Thailand should underline the development of the existing accommodation to meet the international standards. Hotels and other accommodation types should highlight the global trend in which tourism goes greener, sustainable, and investing heavily on energy saving management. It appears that Europe is a particular example of environment-mindedness. In response to the current trend, the Thai tourism promotion “7 Greens” implemented by the Tourism Authority of Thailand (TAT) has been a key mechanism in building awareness of environmental conservation among tourists and tourism entrepreneurs. Also, the growing demand on long-stay accommodation for foreign retired/elderly and those inbound patients seeking a post-operation and recovery period in Thailand is another opportunity for potential investors. The expansion and renovation of the existing accommodation should be in accordance with each market group’s demand.

             As a matter of fact, online services are turning the page on the recent travel and tourism industry. Reported by Euromonitor, compared to other continents, the Asia Pacific gained 11% growth in yielding income and value from tourism products and services via online services. The proportion of online services in Thailand remains significantly low, recorded at 5% of the total volume. However, it indicates that the tourists’ behaviour has been changed, and investment in IT for the hospitality industry should take place. In this era, it is suggested that businesses in Thailand should do online marketing promotions in order to secure the existing customers and expand the target groups. 

References 
1 Data from Euromonitor
2 Data from the Tourism Authority of Thailand (TAT)
3 Data from the Bank of Thailand (BOT)