Tourism as an Instrument of Soft Power: A Comparative Study of India and Thailand
Keywords:
Tourism diplomacy, Cultural Diplomacy, Nation Branding, Buddhist Tourism, Public DiplomacyAbstract
In today's international relations, soft power is not just about economic and military strength; it's also about the power of influence and inspiration, drawing in and captivating people from around the world. In this context, tourism is seen as one of the most effective instruments for soft power, allowing countries to enhance their international image, improve diplomatic relations and project their cultural identity. This research follows Joseph Nye’s idea of ‘soft power’ and investigates the use of tourism as a tool for cultural diplomacy and nation branding in the case of India and Thailand. Considering the qualitative comparative perspective, the paper examines how both countries activate cultural heritage, religious customs, wellness routines, festivals, food and tourism promotions to influence their presence in the world. The analysis shows that the soft power of India is mainly based on its civilizational heritage, spirituality, Buddhist heritage, yoga and the Ayurveda system, whereas Thailand continues to develop its image through hospitality, cultural festivals, culinary diplomacy, wellness tourism and through carefully executed branding of its tourist destinations. While both countries have abundant cultural resources, Thailand has achieved a certain success in converting tourism assets into a consistent and coherent soft power strategy that is recognized internationally. The study also confirms that the effectiveness of the soft power of tourism depends on the infrastructure quality, visitor experience, policy implementation and destination management. It finds that tourism has the potential to be a very effective diplomatic tool if utilised alongside other cultural and branding activities, and recommends that both India and Thailand have opportunities to use it to further enhance their international presence in a globalised world.
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Published on: 27-06-2026
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