On January 23, 2025, Thailand made history by becoming the first Southeast Asian nation and the third in Asia after Taiwan and Nepal to legalise same-sex marriage. The move was a triumph for equality. But beyond its social significance, it marks a powerful turning point for brands.

This legislation is not just about rights; it’s about reshaping Thailand’s global image, consumer landscape, and economic potential.

In this edition of Muse, we explore how brands can respond with relevance and authenticity, not through short-term gestures, but through long-term strategies rooted in inclusivity, trust, and impact.

Thailand is Open for Everyone — Now Build for That

With marriage equality now the law of the land, Thailand’s positioning as a leading LGBTQ+ destination has sharpened. The country isn’t just welcoming — it’s affirming. And that distinction matters.

According to Agoda, Thailand is projected to generate an additional $2 billion in tourism revenue and attract 4 million more visitors annually, driven in part by LGBTQ+ travellers who now view the country as both safe and supportive.

This shift isn’t seasonal. It’s structural.

The question for brands is no longer “How do we celebrate Pride?” It’s “How do we evolve in response to a more inclusive Thailand?”

Inclusion Is No Longer a Campaign — It’s a Business Strategy

The days of rainbow-coloured logos in June are over. Today, brands are expected to show up in ways that reflect real understanding, not just marketing trends.

With legal recognition of same-sex couples now a reality, brands need to consider:

  • How products and services accommodate LGBTQ+ households and families
  • Whether policies, forms, and language are inclusive by design
  • How your brand shows up in LGBTQ+ spaces all year long, not just during Pride

From finance and healthcare to hospitality and travel, this is a moment to audit your offerings and fix what might have once been overlooked. If same-sex couples can now marry, can they insure each other under your policies? Access family discounts? Be marketed to directly?

Position Thailand as the Region’s Inclusive Innovation Hub

Thailand’s progressive move puts it ahead of its neighbours. It’s not just an LGBTQ+ destination, it’s a cultural and legislative leader. Brands that align themselves with this direction have the opportunity to gain trust locally and from the wider Asia-Pacific and global audiences.

The legalisation of same-sex marriage is more than a milestone; it’s a momentum shift. For brands in Thailand, now is the time to move beyond seasonal allyship and start building long-term strategies rooted in inclusion, relevance, and growth.

Continue reading our next blog to explore how brands can authentically engage LGBTQ+ audiences in a post-equality era, all year round.