Thailand ranks 39th globally in the Brand Finance Global Soft Power Index 2025, excelling in friendliness, culture, and climate efforts, while consistently ranking 6th for food and 14th for tourism.
Key takeaways
- Thailand ranks 39th in the 2025 Brand Finance Global Soft Power Index, showing improvement in Culture & Heritage and People & Values.
- The country maintains its strong global presence in food, ranking 6th for “food the world loves,” and rises to 14th as a top travel destination.
- Thailand climbs 22 spots in climate action, reaching 61st place, reflecting its growing commitment to sustainability and environmental efforts.
Thailand has demonstrated remarkable progress in enhancing its global reputation, climbing to the 39th position out of 193 countries in the 2025 Brand Finance Global Soft Power Index with an impressive score of 45.4. This achievement underscores the nation’s growing influence in areas such as culture, tourism, and diplomacy, solidifying its status as a key player on the international stage. Experts attribute this success to Thailand’s strategic initiatives in promoting its rich heritage, fostering international partnerships, and leveraging its unique identity to strengthen global perceptions.
This marks an improvement for the nation, particularly in key areas such as Culture & Heritage and People & Values. Notably, Thailand continues to maintain a strong presence in the global food sector, holding its consistent 6th place ranking for “food the world loves.”
Additionally, the country has seen a rise in its appeal as a travel destination, now ranking 14th among the world’s top travel spots.
Thailand is also renowned for its warm and welcoming people, securing 4th place in the category of “friendly people,” which reflects the nation’s strong cultural hospitality.
The country’s vibrant atmosphere is further underscored by its 8th place ranking for “fun,” solidifying its image as a dynamic and engaging destination.
These rankings emphasize Thailand’s influential role in drawing visitors and showcasing its rich cultural heritage.
In terms of climate action, Thailand has demonstrated impressive progress, climbing 22 spots to 61st in global efforts to combat climate change.
This notable advancement signals the country’s ongoing commitment to environmental sustainability and climate initiatives.
According to Brand Finance’s Managing Director, Thailand’s improvement in the global rankings is a testament to the nation’s strengths in hospitality, culture, and environmental responsibility, positioning it as a key player in the global landscape.
