Over the past few weeks, local news headlines have been dominated by complaints from some foreign tourists claiming that Thailand is becoming too expensive, while some Thais are being perceived as unfriendly—or even rude—to visitors.
Dear readers, do you think Thailand is becoming a rude society and too expensive for foreign visitors? I do not expect a consensus here, but I would like to point out that these topics are subjective and relative.
If you come from a wealthy country like those in northern Europe, the US, Japan, Singapore, or even South Korea, where the average wage is several times higher than wages here, I do not think you should be complaining. Yes, things are probably somewhat cheaper in Ho Chi Minh City or Kathmandu than in Bangkok, but each destination has its own unique charm and appeal.
Furthermore, if the main goal is to minimise every last dollar, euro, or Korean won spent, it may be worth asking why you want travel. This is not to say that Thailand is immune to price comparisons with our regional competitors. My point, however, is that life for the average working-class Thai is hard enough. We cannot expect wages to be driven any lower; many are already underemployed or failing to earn a genuine living wage that ensures a basic, decent livelihood.
Certainly, the Tourism Authority of Thailand (TAT) could make the country more attractive and competitive by cracking down on taxi scams and other fraudulent practices, such as drivers who refuse to use the meter. This should occupy more of the TAT executives’ time and attention than plotting the next expensive advertising campaign.
Also, while Thailand remains affordable for many, the “Land of Smiles” brand is definitely facing pressure. The rise of digital nomadism and “premium” tourism targets has pushed prices up in major hubs like Bangkok and Phuket.
The TAT should also be more receptive to complaints from foreign visitors and address long-standing issues, such as the dual-entry fee system at public tourist sites. Resolving this would go a long way in ensuring foreign tourists do not feel discriminated against or “exploited.”
For visitors who still believe Thailand is becoming too expensive, allow me to point out that you still have the option of eating like a local—spending no more than four dollars per meal—and there are plenty of economical accommodation options if you are not too picky. On the other hand, the TAT and the government cannot rest on their laurels or be complacent about having over 30 million visitors per year; they must continually seek ways to make Thailand more attractive and unique—offering good value for money, so to speak.
Regarding the issue of whether Thais are becoming less hospitable, or even rude hosts, my feeling is that the younger generation tends to be busier minding their own daily affairs. Take BTS Skytrain and MRT commuters, for example. It is increasingly common to see young Thai adults fail to offer their seats to elderly, frail, or young children. This is not directed at foreigners specifically.
This appears to be a broader trend, and I wonder if a public campaign encouraging people to be more hospitable to those in need—both foreigners and Thais—would help reverse it.
As someone who has had the privilege of travelling quite widely, it is worth reminding ourselves that we should treat foreign visitors the way we hope to be treated when we are lost or in need of basic assistance or courtesy abroad.
Ultimately, this is not about placating foreign tourists; it is about making Thailand a more hospitable and caring society—not just for visitors, but for Thais who are struggling, such as the homeless in Bangkok and beyond.
Let us not go about our daily lives oblivious to the needs of the strangers we encounter, whether they are foreign or Thai. Being a better host is intrinsically intertwined with nurturing a kinder and more caring society. I am sure there is room for improvement.
As for those who had terrible experiences in Thailand, I’m sorry to hear about them. Judging from my own experience abroad, please remember, however, that many years from now, when much of your trip has become blurry or forgotten, you will still have a story or two to recall and share with others to entertain them.
