In terms of threats, the ASEAN Economic Community will bring increasing levels of high quality overseas competition to market,
so firms with an advanced market position have to ensure that their operations support the maintenance of their position as regional leaders in this regard.
For this reason, industries in Thailand need to offer a unilaterally high standard of service, a more sophisticated product offering and the ability to fulfill the demands of international and regional business and leisure customers,
without losing the uniquely charming Thai approach to business, leisure and tourism in Thailand.