Bangkok City Performance, Brand Image and Reputation

Bangkok, capital of the Kingdom of Thailand since 1782, had been long known by foreign merchants as a dynamic port on the way to Ayutthaya. Today, Bangkok continues to attract worldwide travellers both for business (14.4%) and leisure (85.6%). It was, in fact, ranked the first destination by the Mastercard Global Destination Cities Index, 2016.

One of the largest ASEAN cities, Bangkok is determined to face the future with innovative projects such as One Bangkok, an integrated district focused on environmental sustainability and smart-city living.

But how promising is the city in terms of business and tourism attractiveness? How well does it perform in terms of sustainability? How influential is it worldwide?

Learn about:

  • Bangkok’s business and tourism attractiveness
  • Bangkok and sustainability
  • Bangkok’s global influence

Bangkok’s business and tourism attractiveness

One of the biggest assets for many of the ASEAN countries, as shown by the Travel and Tourism Competitiveness Index (2017), is tourism. Most of them are ranked above the 50th position in this specific pillar and tend to prioritize tourism in their development agendas.

This is definitely Bangkok’s case. Although not specifically included in the TTCI as this index evaluates countries and not cities, Thailand’s rank (34th out of 136) gives an idea of how important and well-developed tourism is in the Kingdom’s capital.

Third in the region after Singapore and Malaysia, Thailand was also labelled one of the 10 fastest growing destinations for leisure travel spending. Its best performing indicator was tourist service infrastructure (16th) and its less performing one was environmental sustainability (122nd).

As for Ease of Doing Business (2018) the country was ranked 26th out of 190 with an overall score of 77.44. Above it in the region are Singapore, Korea, Hong Kong, Taiwan and Malaysia.

Thailand managed to increase its score by 5.68 points for 2018 and made it to the top 10 improvers thanks to its advancement in post registration processes, transaction security and land administration system.

To continue reading, please subscribe

The Editorial Team

Want to stay up to date on latest place branding insights, strategies, stories and examples? Join our mailing list!