Thailand’s soft power rises, thanks to tourism and culture

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Thailand has been listed among the “ones to watch” in the annual Soft Power 30 report published by Portland Communications on Tuesday.

Excerpt:

The report notes that Thailand has strength in the areas of tourism and culture, but weak in governmental performance. Poerland [sic] notes that the “ones to watch” category means that the country’s performance on soft power is positive enough for it to be close to the top 30. This year, Thailand is ranked 36th. ...

Government performance and digital sub-indices, it said, “are clear signs that the country should develop those areas to improve its soft power assets”. This included an expectation of a smooth transition of power after next year’s election, which should give the Kingdom the space to promote cultural production, and increase investment in digital infrastructure and public diplomacy. ...