Being Thai: a narrow identity in a wide world

Being Special

In January 2015 the Tourism Authority of Thailand launched its “Discover Thainess” campaign. In a country where travel and tourism support a significant fraction of the population, and directly contribute 8.6 per cent of GDP, the country’s good image is a tremendous asset.1 This campaign is designed to highlight the “unique” qualities of the kingdom at a time when its international reputation has been buffeted by domestic political upheavals. With two military coups in the past decade, and an economy that has fallen behind the impressive growth rates elsewhere in Southeast Asia, Thailand has looked to trade on its cultural endowments. Images of traditional dancers, colourful hill tribes and distinctive cuisine have led the push for visitors to “Discover Thainess”. This foreigner focused marketing initiative matches an internal drive that encourages the Thai people to defend their heritage. These are both politically charged efforts. The cultural politics of “Thainess” has surged since General Prayuth Chan-ocha and his junta, known as the National Council for Peace and Order, seized power.