Strengths
A famously service-minded culture
A strong reputation of being able to take care of international and regional visitors
A visitor experience that is exotic, welcoming, relaxing and fun.
Great value with excellent return on investment
An already liberalised trade economy
A pro-business government
Continued investment in infrastructure projects
Unique blend of traditional and modern elements that have become synonymous with the country
A quintessentially Thai experience which guests to the country expect and enjoy
Weaknesses
Poor reputation for hygiene, cleanliness, health and safety,
Lack of knowledge and quality of training of staff in certain sectors
Prices have become subject to recent inflationary pressures
A lack of a baseline standard across many professional industries
Unstable and unpredictable political environment
Widespread corruption at ministerial, devolved regional and independent policing tiers
Saturated retail and leisure markets
Increasingly sophisticated demands of customers