Western visitors holidaying in Thailand need to be aware that Asian culture is diversely different from their own and that behaviour considered acceptable back home may well contravene the strict and complex social mores on which Thai society is based. Whether you are visiting upcountry Chiang Mai or tourist crowded Phuket, you would do well to observe a few polite actions.

Thai culture is as unique as the culture of any country in the world and Thais are a proud race who while happily tolerating the presence of foreigners in there country, have little time for those who go out of their way to be offensive or pay little regard for basic rules of cultural etiquette. It may be different in Bangkok but the rest of the country is still quite traditional.

At the centre of Thai cultural values is the Buddhist philosophy which encourages a non-confrontational approach to interaction with others as well as presenting the foundations for modest, conservative and discrete modes of behaviour. The average Thai shies away from displays of aberrance and outlandishness, opting for slightly formal, ultra polite and highly respectful behaviour. These are qualities and values that visitors should attempt to emulate if only to a small degree while holidaying in Thailand.

Modesty, as mentioned, carries great importance and visitors should employ it whenever and wherever appropriate during their stay in the kingdom. Kissing and other more intimate displays of affection are largely frowned upon by locals although holding hands is increasingly tolerated and an ever more common sight among the younger generation.

Despite what you see in Bangkok, modest clothing is essential and visitors should consider their environment and dress accordingly. Towns, cities and small villages are no places for males to be walking around shirtless or females to be scantily clad and even at the beach resorts where tolerance of such things is greater; common sense should tell you that beach wear should stay on the beach and not be worn in restaurants or similar venues. Additionally, female holiday makers should avoid sunbathing topless regardless of whether others have opted to do so, even in Phuket.

Thai society is based on a complex social hierarchy in which all members know their position and observe the positions of others. Visitors need not necessarily be capable of identifying the social status of all who they meet, however an attempt to observe the basic conventions of showing respect, will be met with an equal level of respect from the parties concerned.

Thais traditionally meet and greet each other with a wai as opposed to a handshake. This gesture involves bringing the hands to the chest in prayer position and is usually accompanied by the traditional “hello” greeting which is sawadee in Thai. Men speak the greeting with the suffix khrup and women with the suffix kha, to further indicate their respect for the recipient.

Visitors may struggle to remember who they should or should not wai and as a general rule it’s ok for them to simply return a wai when it’s offered to them. For those wishing to go a little further, it’s generally appropriate to wai anyone older than oneself in formal situations. If in doubt as to the age of the person then offer a wai anyway, it’s significance won’t be lost. Of course, in the business-like environment of Bangkok, this might not always be practical.

Thais hold their king in great esteem and indeed the monarchy is almost deified by Thai society. Visitors should be aware of the level of respect held for the king and should refrain from any behaviour that might be deemed disrespectful or insulting; this includes defacing any images or speaking ill of the king or the institution that is the Thai monarchy. Standing for the king before movies in Thai cinemas and for national anthems at public places should also be observed lest you offend those around you.

On the islands its far more casual. In Phuket for example you’ll be among tourists mainly and needn’t worry about cultural protocol. Phuket people are used to foreigners acting ‘strangely’ and aren’t offended.

Finally, visitors should be aware that losing one’s temper is no way to resolve situations in Thailand and only results in what is known as a ‘loss of face’ for the individual who does so. ‘Face’ equates to the idea of pride and one’s self image and the preservation of it is paramount for Thais. Losing face or causing others to lose face will rarely bring a favourable outcome for any party hence it’s best to follow Thai behaviour and act calmly in situations where problems have arisen.

The ability to see a problem as less than it really is, shrug one’s shoulders and say mai pen rai (it doesn’t matter) is likely to get you a whole lot further than ranting inanely and pushing your point aggressively.