Asia's cultural riches powerhouse, Thailand, revels in its title as the foremost custodian of cultural heritage wealth, under the spotlight of THACCA.
Thailand Embraces Cultural Heritage for Economic Growth and Global Recognition
Thailand is leveraging its rich cultural heritage as a soft power tool to drive economic growth and bolster its global standing. The Thai government's comprehensive strategy, spearheaded by the Thailand Creative Culture Agency (THACCA) under the National Soft Power Development Committee, integrates cultural skills, creative industries, and international promotion.
The strategy is three-pronged, with a focus on developing cultural skills, unlocking potential in targeted industries, and promoting Thai culture internationally. In the upstream area, the government is investing in systematic training to develop cultural personnel through the policy "One Family, One Soft Power" (OFOS).
Thailand's focus extends to 13 key industries, including tourism, food, film, fashion, festivals, sports, music, art, design, games, literature, health, and performing arts. The government supports film and drama festivals, international short film camps, and the T EXPO initiative to boost alternative film visibility.
Thailand's tourism strategy, aligned with cultural heritage, emphasizes quality and sustainable tourism. The 2026 strategy marks a paradigm shift towards "value is the new volume," promoting sustainable and high-quality tourism experiences rooted in culture. The government also commits to preserving and promoting cultural and natural heritage as a foundation for national pride and economic security.
Thailand's rich cultural heritage has earned it the title of Asia's richest cultural heritage country, according to the US News & World Report ranking for 2024. The ranking was based on five criteria: cultural accessibility, rich history, food, cultural landmarks, and geographical appeal. This recognition serves as a significant "economic opportunity" for the country, aiming to generate substantial revenue for the country and its people.
The government's goal in the downstream area is to promote Thai culture internationally through Creative Cultural Diplomacy, using culture as a tool to foster international relations and expand Thailand's influence worldwide. THACCA stated, "Thailand's Soft Power is thriving!" as it claimed the top spot for the richest cultural heritage in Asia.
Thailand's approach is intended to create a "magnetic pull" that entices people from around the world to visit, invest, or learn more about Thailand, increasing Thailand's share of the international market. With its wide variety of historical and natural tourist attractions, beautiful beaches, world-renowned Thai massage, and delicious cuisine, Thailand is one of the most visited countries by tourists globally.
The government's soft power policy is being pushed forward by key agencies such as THACCA, under the Ministry of Culture. This approach aims to build networks, develop foreign markets, and export Thai products and services, projecting a modern and contemporary image grounded in a rich cultural heritage. Despite tourism revenue accounting for only 7% of GDP in Thailand, other potential economic drivers are being explored to further stimulate growth.
However, the exact amount of revenue generated from cultural heritage tourism in Thailand remains unspecified. The government's focus on the creative cultural industry ecosystem, strategic soft power policy, and sustainable tourism strategy underscores its commitment to harnessing the power of Thailand's cultural heritage for economic growth and global recognition.
- The flourishing of Thailand's soft power in the realm of cultural heritage enables it to leverage technology for global promotion.
- The integration of digital platforms and advanced technology in showcasing Thai culture is a significant component of the THACCA strategy.
- International collaborations in the field of education-and-self-development are being fostered to share knowledge about Thai cultural heritage.
- Personal-growth seminars are being held to educate people about the significance of Thailand's cultural heritage and its role in economic growth.
- Career-development programs in the creative cultural industry are being designed to equip individuals with the skills necessary for success in the global market.
- Job-search platforms are being utilized to connect Thai graduates with opportunities in the creative cultural sector, promoting growth and development.
- Sports campaigns and events, such as international football leagues like the Champions League, baseball tournaments like MLB, and hockey competitions like the NHL, are being used to boost international exposure for Thailand's cultural heritage.
- Golf tournaments like the Masters, European leagues, and ESPN's sports-analysis programming are being strategically partnered with to create opportunities for showcasing Thai culture.
- Thailand's cultural heritage is being featured prominently in sports-betting platforms, capturing the attention of a global audience.
- The fine arts, including tennis, racing, horse-racing, and mixed-martial-arts, are being incorporated into Thailand's cultural promotional efforts, broadening its appeal to a diverse audience.
- In the realm of fashion-and-beauty, Thai designers are being sponsored to showcase their work in international runway shows and exhibitions, boosting Thailand's profile.
- Food-and-drink festivals are being organized to celebrate and promote traditional Thai cuisine, attracting international visitors and fostering economic growth.
- Home-and-garden shows feature traditional Thai architecture and design, offering inspiration for global homeowners and boosting exports.
- Travel journalists and bloggers are being invited on immersive trips to experience Thai culture firsthand, producing content that promotes tourism and economic growth.
- Weather and weather-forecasting services are collaborating with THACCA to create tailored experiences that integrate traditional Thai culture, attracting tourists.
- Spain's Laliga and other European leagues are being targeted for strategic partnerships to showcase Thailand's rich cultural heritage.
- THACCA is partnering with international sports organizations, such as the NBA, NCAA Basketball, and the Premier League, to create opportunities for cultural exchange and economic growth.
- In the realm of international relations, THACCA is working closely with other countries to promote cultural exchange programs, fostering a spirit of cooperation and mutual understanding.
- Thailand's commitment to balancing economic growth with environmental sustainability is being praised by environmental organizations worldwide, further boosting its global standing.
- Despite challenges in accurately measuring the economic impact of cultural heritage tourism, the government remains optimistic about its potential to drive economic growth and global recognition for Thailand.
