16 Mar 2026
Positioning Thailand as a “Middle Path” leader for a New Tourism Era
Bangkok — The world is entering a dangerous and risky period of instability and insecurity. The rules-based order is eroding. Conflicts and geopolitical tensions have weakened international trust and highlighted the limits of traditional power leadership.
Under the Trump presidency, the United States has squandered its strategic advantage and lost the moral high ground. America is no longer considered a reliable champion of democracy and human rights.
The “Land of the Free” has become the “Land of Fear”.
The age of “The Ugly American” is making a comeback.
However, this crisis presents a perfect opportunity for Thailand and the Thai tourism industry to influence and shape the emerging new global order, especially that led by “middle powers”. Thailand can facilitate this process based on the Buddhist “middle path” via dialogue, cultural exchange and peaceful engagement.
Tourism — often described as the industry of peace — can play a leading role.
The name and narrative for this era already exists, drawn from a film shot in Thailand which explored these themes in the Cold War era of the 1960s and remains strikingly relevant today.
As the Tourism Authority of Thailand is promoting film-shoots in Thailand, why not launch “The Ugly American” tours to Thailand?
What better star-power than lead actor, the late Marlon Brando? One of the Thai actors, M.R. (a Thai honorific indicating Royal lineage) Kukrit Pramoj, was cast as the Prime Minister of the fictitious Southeast Asian country in the film.
The Oxford-educated politician went on to actually become the 13th Prime Minister of Thailand between March 1975-April 1976. His elegant home in Soi Suan Plu, one of the few remaining “traditional” parts of Bangkok, was once open to the public, but has been permanently closed in the aftermath of Covid.
Three of the movie locations – the Grand Palace, Chulalongkorn University and Don Mueang Airport – still exist in their original form. Only the airport has been given a makeover.
Thailand can invite filmmakers, scholars, and policymakers to tour the locations, and engage with this legacy by hosting conferences, supporting film productions, and curating themed cultural tours that encourage reflection and dialogue.
The Asia-Pacific units of all the United Nations agencies are based in Thailand. The UN Conference Centre is a perfect platform for forums and events on the post “Ugly American” world order.
As 2026 marks the 10th anniversary of the death of our beloved monarch, His Majesty King Rama IX the Great, events can also highlight the balancing role of the “Sufficiency Economy” which is also based on the Buddhist middle path.
In combination, this concept is Thailand’s distinctive competive advantage and unique selling proposition. No other country offers this timely unity of content and concept.
The intensity and frequency of external shocks means Thailand is no longer in control of its own destiny. Neither is the Thai travel & tourism industry.
Retaking control now needs to be the order of the day – not just for Thailand but the entire Asia-Pacific region. That can only be done by reducing the level of exposure to the Trump virus.
“The Ugly American” movie is available on YouTube, offering an accessible starting point for a broader global conversation.