From 4.4 million to 15.4 million. Thailand is way out in front in South East Asia for year-to-date visitors in 2023 vs 2022. Two-thirds through 2023, Gary and Hannah look back to compare the progress for visitor arrivals in 7 ASEAN nations. We also discuss 8 other key talking points from August, as the summer holiday season subsides and the region prepares for the Chinese Golden Week in October. En route, we discuss new developments in ASEAN's cross-border payments programme, and assess the outlook in Thailand as a new Prime Minister vows to prioritise tourism. We question why visa challenges still endure in some countries long after the region reopened for travel. Plus, will Japan's new LCC create more travel to or from Thailand when it launches its first route to Bangkok in early 2024? Finally, we ask how Bhutan's halving of its Sustainable Development Fee for visitors could impact tourism pricing in South East Asia. Is there a breakpoint whereby tourists say "No, we are not prepared to pay that" for sustainable travel experiences?