Voted one of your favorite countries in the 2024 Readers’ Choice Awards, Thailand frequently tops travel lists as a country known for its culture of hospitality. Thanks to its tourism-friendly policies—and in part to runaway success of the third season HBO’s The White Lotus—the destination has never been more popular, and interest shows no signs of slowing down. But behind the smiling first impression lies a complex cultural code grounded in two core values: “graengjai,” the instinct to avoid imposing on others, and “namjai”, a generous outpouring of the heart. “Jai” means heart, and heartfelt values accordingly permeate daily life, shaping everything from casual interactions with vendors to, potentially, deeper exchanges.
I was born and raised in Thailand, and I attended an international school in Bangkok before moving abroad and eventually living across three continents. Navigating between cultures became second nature, and code-switching the norm. Sometimes, it takes leaving a place to see it with fresh eyes, and I’ve since written multiple guidebooks about Thailand, photographed its coastlines for conservation campaigns, and returned time and again for both work and wonder—feeling the pull home.
Given its complex cultural tapestry, here’s what I think travelers should know when embarking on a journey through the Land of Smiles with awareness, sensitivity, and grace.
Pier Nirandara
The author of this article, Pier Nirandara, began her career as Thailand’s youngest author of three bestselling novels. She is now a travel writer, film producer, and underwater photographer based between Bangkok, Los Angeles, and Cape Town.
1. Return the wai
The wai, a prayer-like gesture with a bow, is Thailand’s customary greeting. Return it when offered—especially to elders and monks—to show respect. The higher your wai, the more formal the gesture. While hugs are becoming more common within expat and international circles, traditional Thai greetings typically avoid physical touch, reflecting a cultural respect of personal space.
2. Remove your shoes
It’s customary to take off your shoes before entering homes, temples, massage parlors, and even some cafés and shops—you can almost feel the shudder when someone inadvertently enters a home with their shoes on! If in doubt, look down: A row of shoes by the entrance is your cue to place yours alongside the rest.
3. Dress modestly, especially at temples
While beaches in Thailand may feel more relaxed, Thai culture generally leans towards the conservative, so it’s best to dress respectfully when exploring beyond the sand, especially at temples and religious sites. Temples aren’t just tourist attractions—they’re sacred spaces. Dress modestly by covering your shoulders and knees. If you’re a woman, carry a scarf or sarong for additional coverage, avoid touching monks, and instead of sitting cross-legged, sit with your legs tucked to one side.
4. Mind your feet (and your head)
Feet are considered the lowest part of the body. Never point them at people or statues, and definitely don’t rest them on tables or chairs. Conversely, the head is the most sacred. Don’t touch anyone’s head, especially anyone older or more senior.
5. Eat with others
Eating is arguably Thailand’s favorite pastime. “Have you eaten?” is our local greeting, an equivalent to “How are you?” While solo meals are becoming more common in busy city centers, dining is traditionally a communal affair.
To eat like a local, order several dishes to share, served family-style alongside a pot of rice. Wait for the host to start, and serve them before serving yourself. Use the communal spoon to scoop rice on to your plate before topping it with an assortment of the entrees—this allows you to try a bit of everything! When it comes to utensils, hold your spoon in your right hand and your fork in your left—the fork is used to guide food on to your spoon, not for eating directly. Knives are rarely needed, and chopsticks are usually served with noodle dishes.