Known as the "Land of Smiles," Thailand hopes to put a happy face on the sector again this year and greet 28 million visitors - which was the numerical goal last year. In 2014, the total number of actual visitors was 26 million.
It's still a stunning total from the turn of the 21st century, when Thailand struggled to attract more than 10 million visitors annually. The total exceeded 15 million for the first time in 2010 and surged above 20 million in 2012.
But the goal for 2015 is not just a numerical target.