An industry which is likely to see huge benefits (and challenges) after integration, the travel and tourism sector is on the front line of key changes through integration. It is easy to assume that with travel restrictions being reduced that inbound traveller numbers to Thailand will increase, but the sector needs to be aware that this increases the mobility of traditional domestic “staycation” markets. One effect of EU integration was a huge reduction in the cost of overseas holidays, which meant that it was often cheaper for holidaymakers to go for cheap overseas packages rather than taking holidays in other parts of their own country. This has an effect on the economy’s revenue-generating abilities at large. In terms of inbound numbers, there could be a profound effect on hospitality demand, but with Thailand already oversupplied with hotels, condos and resorts, the effect is yet to be fully understood. Most within the industry see ASEAN as a key game-changer for the next decade; although a need for increasing levels of competitiveness are necessary for Thailand to remain a regionally attractive destination over other exotic and new-to-market destinations like Laos and the Philippines. Thailand’s reputation for untrustworthy vendors, capitalising taxi and tuk tuk drivers, high visitor attraction costs for foreigners compared to Thais and other security concerns leave the sector exposed to “new neighbours” in many respects, and illustrative of a focused, industry-wide approach being conducive to domestic competitiveness.