Bangkok City Performance, Brand Image and Reputation

Bangkok, the capital of the Kingdom of Thailand since 1782, had been long known by foreign merchants as a dynamic port on the way to Ayutthaya. 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. Most notably, Bangkok attracts millions of visitors every year as a starting point to explore Thailand.

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? Let’s explore deeper how Bangkok positions itself on the world stage, drawing insights from data provided by TPBO partners and other reputable institutions.

Let’s take a closer look at:

• Bangkok’s competitiveness and financial performance
• Bangkok’s brand strength and global attractiveness
• Livability: Bangkok’s appeal for digital nomads and locals

Bangkok’s competitiveness and financial performance

How attractive is Bangkok as a place to work and do business? 

The Global Financial Centres Index 34 ranks Bangkok 86^th, dropping fifteen positions from the previous ranking. It is currently sitting between Gibraltar (85^th) and Tallinn (87^th).

According to 2thinknow’s Innovation Cities Index 2022-2023 Bangkok ranks 145^th, a drop of one position from the previous ranking.

Bangkok’s brand strength and global attractiveness 

Which subfactors hurt and help the brand of Bangkok? 

Resonance’s 2023 World’s Best Cities Report ranks Bangkok 39^th. It also ranks the following Place Power Highlights: 15^th for restaurants and 5^th for shopping. It currently sits in between San Jose (38^th) and Warsaw (40^th).

Kearney’s 2023 Global Cities Report ranks Bangkok in 45^th, a drop of two positions from the previous ranking; it currently sits between Lisbon (44^th) and São Paulo (46^th). Bangkok also ranks 105^th for the Global Cities Outlook.

The comprehensive ranking of the Global Power City Index ranks Bangkok 38^th. In terms of function-specific rankings, the city ranks 35^th in terms of Economy, 41^st in R&D, 12th in Cultural Interaction, 20^th in Livability, 45^th in Environment, and 35^th in Accessibility. Bangkok also ranked 7^th for Variety of WorkPlace Options. Lastly, it positioned 38^th in the Highly-skilled Workers, 35^th in the Corporate Executive, 44^th in the Resident, and 14^th in the Tourism categories.

According to Brand Finance’s City Index 2023, Bangkok ranks 47^th in the global ranking with a score of 66.6/100, sitting in between Aukland (46^th) and Dallas (48^th).

Livability: Bangkok’s appeal for digital nomads and locals

Which aspects of Bangkok’s urban living make it an attractive place to live, work and study?

The Mercer Quality of Living City Ranking places Bangkok 124^th, sitting between Asuncion (123^rd) and Sofia (126^th). The Mercer Cost of Living Ranking ranks Bangkok 105^th, a jump of one position from the previous ranking. It now sits between Bratislava (104^th) and Adelaide (106^th). The cost living survey reports that factors such as currency fluctuations, cost inflation for goods and services, and instability of accommodation prices are key to determine the cost of expat packages for employees on international assignment.

The Arcadis Sustainability City Index 2022 ranks Bangkok 72^nd overall, sitting in between Kuala Lumpur (71^st) and Beijing (73^rd). Bangkok’s pillar rankings are the following: Planet 92^nd, People 58^th, Profit 73^rd.

Last updated in January 2024. More city profiles here.

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