Travel industry takes the road to recovery

Palmqvist, from STR, does not expect international tourism to return to pre-pandemic levels at least until 2024.

"There are so many things dragging it down, from both demand and pricing power and all those travel regulations in place," he said.

Barnett, from C9 Hotelworks, said: "Thailand has a first-mover advantage. The country will be more competitive than others in the region, but there will still be challenges. The government has to make the procedures as convenient for travel as possible."

He added that better planning and more advance information is needed when rules or procedures are changed.

The biggest challenge for hotels is getting staff members back to work and providing services that meet the expectations of travelers during the pandemic, Barnett said.

Khoo, from MasterConsult Services, said the first few years of reopening will be a determining factor, as the extent of the change in consumer behavior remains unclear. "The post-COVID world will be challenging," he added.

Suchira, the Thai tour guide, said that as the travel industry's recovery will be slow, she remains cautious, but has rising hopes for improved business.

It all depends on the COVID situation, she said, adding that the industry may not return to pre-pandemic levels anytime soon, if at all.