Thailand’s embassy in Beijing ramps up efforts to enhance national image

A concerted effort to rejuvenate Thailand‘s image among the Chinese population is being championed by Benjamin Sukanjanajtee, the Charge d’Affaires of the Royal Thai Embassy in Beijing.

Benjamin emphasised that the Thai government should also focus on enhancing the quality of Thai products to amplify the nation’s reputation in China.

Sukanjanajtee expressed his conviction that despite recent incidents which have sullied Thailand’s image, such as the October Siam Paragon shooting which resulted in the death of a Chinese tourist, and the Chinese crime thriller No More Bets, and the brawl between players from China’s Zhejiang FC and Thailand’s Buriram United during an AFC Champions League, it is still possible to restore trust and elevate the country’s image among Chinese citizens.

To rejuvenate Thailand’s image, the embassy has been forming alliances and collaborating with local Chinese influencers as well as Thai students in China. The aim is to spotlight the positive aspects of Thailand. The embassy has also reached out to tour agencies to encourage Chinese tourists to consider Thailand as a destination.

Benjamin stated we also use short video clips on Thailand’s tourism, food and culture and have festivals and events to help promote Thailand’s positive side.

Discussing the government’s visa exemption scheme for Chinese nationals, Benjamin dismissed concerns that it could lead to an increase in criminal activities by Chinese individuals in Thailand.

Cross-border crimes

The Thai Embassy chief noted that authorities have been successful in suppressing cross-border crimes, including online scams. He expressed optimism that the visa exemption will, in the long term, boost Thailand’s tourism sector, reported Bangkok Post.

“However, we need to understand that we have just gone through the Covid-19 pandemic. China has economic problems caused by the pandemic as well. When people have less money, they decide to travel to their own country or neighbouring countries.

“According to surveys we conducted, Thailand is still the first tourist destination for them. So, the visa exemption policy may take some time to succeed but it will help to promote our tourism in the long run.”

Benjamin also underscored that Thai exports, like handicrafts and fresh fruits, remain popular in China. The embassy has been committed to promoting such exports.

“We are trying to improve our image affected by several incidents, as well as rebuilding our reputation. It is not one person’s role but rather the collective work of all. So, I do want us to focus more on Thai products.”