Thailand and its cultural assets have earned high marks among the international community during the post-pandemic era, with the government saying it will continue to promote the kingdom’s soft power in all areas.
Culture Minister Ittipol Khunpluem said he was happy that renowned international agencies have ranked Thailand as one of the top nations for tourism and food. According to the latest study by Visa, the country ranks fourth behind the United States, the United Kingdom and India as one of the top destinations for tourists around the world during the post-pandemic era. Bangkok, Phuket, Chiang Mai and Hua Hin meanwhile rank among the top searches by international tourists for destinations in Thailand. Activities that most interested tourists included Thai massage, Thai cuisine, vacationing at resorts and experiencing Thai culture, such as by visiting local temples.
The culture minister also noted that CNN Travel recently listed Tom Yam Kung as one of the world’s 20 best soups in the world. He added that the ministry has submitted the soup for consideration by UNESCO to be included on the representative list of Intangible Cultural Heritage of Humanity. The inclusion, if successful, is expected to help instill national pride among the Thai people and encourage them to understand the importance of their cultural heritage. It is also expected to promote a positive image of Thai food on the world stage, paving the way for more opportunities in Thai food-related businesses, both domestically and internationally.
Ittipol said the ministry’s vision for this year is to integrate cooperation with all sides in order to push Thailand’s “soft power” in line with government policies. The ministry will assist potential cultural industries in the 5F product and service categories of food, film, fashion, fighting and festival. Furthermore, he expressed his hope that Thailand would provide more products and services to generate additional revenue from its tourism and cultural sectors in order to help revitalize the economy. (NNT)