"We're seeing a return to seasonality. Before the pandemic, when we had mass tourism, the low seasons were being filled out by China and other markets. But there are also global issues at play as well." It's been a turbulent year for Thailand, with slow economic growth, political stasis, an unresolved US tariff rate and a military conflict with Cambodia. Meanwhile, mountains of media stories dissect what Thai tourism is/isn’t doing to arrest slowing visitor arrivals. So what's the real story beneath the headlines and top-line statistics? This week, Gary and Hannah are joined by Phuket-based Bill Barnett, Managing Director of C9 Hotelworks and a renowned hospitality and real estate advisor and tourism expert to deconstruct Thailand's shifting travel landscape. We discuss the untapped potential of Thailand's unique geographies, the need for masterplanned investment in travel infrastructure and tourism services, and the quest to "get beyond the beach and shopping malls". Plus, is frequent re-forecasting of Chinese arrivals creating unnecessary negativity? How are an economic slowdown and high debt levels reshaping domestic tourism behaviours? How can Thailand leverage its strengths in wellness tourism ("everyone is trying to reinvent the spa")? Is hotel profitability set to slow, and what will be the impacts of new supply pipelines and "a price-driven recovery"? Looking forward, Bill discusses how his company supports the training of a next generation of hospitality leaders and the empowering of more women to succeed in tourism leadership roles.