Two cornerstones of the ASEAN Community since its inception in 1967 have been national existence and national identity. This is significant in sectors involving inbound travel or inbound business to Thailand because a core part of the appeal of travel to various countries is to enjoy a local experience which is in-keeping with a national identity. In the case of Thailand, this means world famous hospitality, culturally significant sites and attractions, low cost of doing business, a liberalised economy, a pro-business government (regardless of political differences and shifts in leadership) and a fundamentally sound economy which is capable of sustained growth. ASEAN will remove barriers in terms of cultural integration, but it’s important that Thailand is able to retain its intrinsic “Thai-ness” for both business and leisure travellers to the country.