26/01/2026
For a branding agency like ours, isn’t just another event on the calendar. It’s a front row seat to the pulse of our industry in a region close to our heart: Thailand.
Last week at the Thailand Tourism Forum, our Founder & CEO, David Keen, took the stage to explore The New Value Era and why Thailand’s legacy brand should not stand still.
Thailand’s tourism industry is at an inflection point, and TTF2026 created the space for honest, necessary conversations about what comes next.
David challenged an industry assumption: that recovery equals reinvention.
𝟱 𝗸𝗲𝘆 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀 𝗳𝗿𝗼𝗺 𝗗𝗮𝘃𝗶𝗱’𝘀 𝘀𝗲𝘀𝘀𝗶𝗼𝗻:
𝟭. 𝗕𝗿𝗮𝗻𝗱𝘀 𝗲𝗶𝘁𝗵𝗲𝗿 𝗲𝘃𝗼𝗹𝘃𝗲 𝗼𝗿 𝗯𝗲𝗰𝗼𝗺𝗲 𝗹𝗲𝗴𝗮𝗰𝘆
The world is changing faster than ever. In times like these, standing still means falling behind. This is as true for countries as it is for corporations.
𝟮. 𝗧𝗵𝗮𝗶𝗹𝗮𝗻𝗱 𝗵𝗮𝘀 𝗲𝘃𝗼𝗹𝘃𝗲𝗱. 𝗧𝗵𝗲 𝘀𝘁𝗼𝗿𝘆 𝗵𝗮𝘀𝗻’𝘁.
From an exotic long haul dream to an always on, mass accessible destination. Ultra accessibility risks diluting distinction unless the story deepens.
𝟯. 𝗧𝗼𝘂𝗿𝗶𝘀𝗺 𝗔𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆 𝗼𝗳 𝗧𝗵𝗮𝗶𝗹𝗮𝗻𝗱’𝘀 𝗽𝗶𝘃𝗼𝘁: 𝘃𝗮𝗹𝘂𝗲 𝗼𝘃𝗲𝗿 𝘃𝗼𝗹𝘂𝗺𝗲
The strategy is clear. But strategy only becomes real when brand story and product experience align.
𝟰. 𝗛𝗶𝗴𝗵 𝗮𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗱𝗼𝗲𝘀 𝗻𝗼𝘁 𝗲𝗾𝘂𝗮𝗹 𝗰𝗹𝗲𝗮𝗿 𝗺𝗲𝗮𝗻𝗶𝗻𝗴
Amazing Thailand achieved massive global awareness. But does “Amazing” signal value? Does it express the dignity and depth a premium strategy requires?
𝟱. 𝗧𝗵𝗮𝗶𝗹𝗮𝗻𝗱’𝘀 𝗴𝗿𝗲𝗮𝘁𝗲𝘀𝘁 𝗮𝘀𝘀𝗲𝘁 𝗿𝗲𝗺𝗮𝗶𝗻𝘀 𝘂𝗻𝗯𝗿𝗮𝗻𝗱𝗲𝗱
The people of Thailand are magnanimous, compassionate and generous. The feeling that you are welcomed, not processed. This is the foundation for higher value travel.
𝗗𝗮𝘃𝗶𝗱’𝘀 𝗰𝗹𝗼𝘀𝗶𝗻𝗴:
“The dignity of Thailand is lost in ‘Amazing’. Not because Thailand isn’t amazing, but because Thailand is more than amazing. ‘Amazing’ is loud. Thailand is dignified. In the value era, Thailand doesn’t need a louder claim. It needs a truer one.”
We were honoured to sponsor this landmark 15th anniversary edition of the Thailand Tourism Forum. We extend our heartfelt thanks to Bill Barnett and the team at C9 Hotelworks for organising such an extraordinary event and for having us as their guests, as well as to all the industry leaders who made a platform for game changing discussions.
The conversations continue.
For brand strategy that evolves with culture: [email protected]
Bill Barnett,
Horwath HTL, STR, JLL, Delivering Asia, Phuket Hotels Association, Travel Daily Media - TDM, AMCHAM Thailand, Marriott International, The Athenee Hotel, a Luxury Collection Hotel, Bangkok