“We're challenged by nearly all the crises we have. We learn from that, it's one after the other. It's quite challenging but we are always able to manage it pretty well,” said Sukanya.
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.
Varithorn Sirisattayawong, an analyst at the Kasikorn Research Center, said Thailand this year will try to move away from its image as a backpackers’ haven.
“If you look at the government agenda we try to attract the more quality tourists, more than quantity. In many tourist destinations we also have the place for the middle-group to the high-end tourist. Phuket or north in Chiang Mai we have hotels like five star and up. Then also the niche markets: health care, spas and things like that,” said Varithorn.