The full return of Thai tourism in 2023 presents a new challenge for many agencies involved in making sure that the economy recovers, through intensive tourism, targeting changes in terms of revenue, and qualitative change by emphasizing Thailand’s Soft Power (5F: Food, Festival, Film, Fight, Fashion) via products and services, as well as establishing sustainable standards.

Amazing 5F and more: Organizing marketing promotion efforts to link with Thailand’s Soft Power

    1. Food: Thai food is already widely known and famous in the international arena. There is even a “Michelin Guide Thailand,” which selects and compiles a list of restaurants that meet the Michelin standard (even if it’s not a star, the “Bib Gourmand”), which includes not only costly luxury food but also many fascinating street foods to try.

     2. Film: Thailand has been in discussions with the Korean Cultural Center, a global film soft power producer, about creating a film or series together to commemorate the 65th anniversary of Thai-Korea friendship in 2023. Furthermore, the Y series (Boy’s Love) is another market that contributes to the creation of a trend in the Thai entertainment industry, attracting international fans and LGBTQ tourists to Thailand.

     3. Fashion: Promoting Thai fabrics and Thai-style jewelry to the international market, as well as local goods such as handicrafts, basketry, and so on.

     4. Fighting: “Muay Thai” is a martial art that is widely popular in the international arena. Many foreigners come to Thailand to learn this martial art.

     5. Festival: Thailand has many world-famous festivals that attract foreigners to come and travel, such as the Songkran Festival and the Loi Krathong Festival. Aside from these well-known festivals, there are others that can entice visitors to visit Thailand, such as the Bangkok Art Biennale International Contemporary Art Festival and the Bangkok International Fashion Week (BIFW).