Weerasak: Will trim bureaucracyA proposal to merge Thailand's culture and tourism portfolios to strengthen the country's cultural "soft power" could boost high-value tourism, but bureaucratic reform and greater private-sector involvement will be crucial for the strategy to succeed, according to a former tourism minister. "Thailand's soft power has long-term growth potential, especially in well-being tourism where we have already built a foundation," he said. Closer cooperation between the tourism and culture sectors could also strengthen Thailand's soft power strategy. Tourism authorities can provide insights into visitor demand, while cultural agencies can help communities preserve and promote local heritage. "We should avoid a situation where people live next to important heritage sites but gain no benefit from tourism," he said.

Source: Bangkok Post March 20, 2026 23:34 UTC