@Andrew *******
You can now do only two visa-exempt entries per calendar year.
You MAYBE, depending on the discretion of the Immigration officer at the border, can do more visa-exempt entries, like 5 or more, however then your stamp history must show that those visa-exempt stays were only short stays, like 2-3 weeks, and their annual total is not more than 150 days (or 180 days, nobody knows for sure)
I guess (I cannot guarantee) that such short holidays within one year still make you a “genuine” tourist in the eyes of an Immigration officer . . however you always need proof of onward travel or a return ticket to make your holidays plausible