“The White Lotus is huge. It's a very scenery-driven show, and there are compelling stories behind that. It creates an aura.” As The White Lotus season 3 prepares to air, how is Thailand using various aspects of soft power to reposition itself as a tourism destination? This week's show comes from Gary's other podcast, High-Yield Tourism, on which he and Dr Jens Thraenhart speak to global thought leaders about how tourism strategy and development are changing in the post-Covid era. In this episode, Chattan Kunjara, Former Deputy Governor of the Tourism Authority of Thailand, discusses how Thailand is promoting the 5Fs - food, fight (May Thai), fashion, film and festivals - in tourism as part of its national branding. Khun Chattan takes us behind the scenes of Thailand's reopening strategy and how, in his words, "Covid changed everything for Thai tourism." He also provides fascinating insights about the inner travel and tourism workings of South East Asia's most-visited nation.