Thailand has a population of around 70 million. The vast majority are ethnic Thai, with a significant Chinese-Thai community (roughly 14%) that has been deeply integrated into commerce and urban life for generations. There are also Malay Muslims in the far south (about 5% of the population), and numerous smaller ethnic groups in the north — Karen, Hmong, Akha, Lisu, and others — often referred to collectively as hill tribes.
The dominant religion is Theravada Buddhism, practiced by over 90% of the population. It shapes daily life in visible ways: monks in saffron robes are a constant presence on the streets, spirit houses (san phra phum) stand outside almost every building, and the calendar is marked by Buddhist holy days. Most Thai men spend some time as monks, often as young men before marriage.
Social Customs
The traditional Thai greeting is the wai — palms pressed together, a slight bow. As a foreigner, you are not expected to initiate a wai, but returning one when offered is polite. The higher the hands and the deeper the bow, the greater the respect — you would wai a monk or elderly person more deeply than a peer.
Thais are generally warm to foreigners, patient, and inclined to laugh rather than argue. The concept of sanuk (fun) runs through social life. Public displays of anger or frustration are considered embarrassing. If something goes wrong, a calm and good-humoured approach will get you much further than exasperation.
The head is considered sacred, the feet lowly. Avoid touching people on the head, even children, and don't point your feet at people or religious images. Shoes come off at temple entrances and at many private homes.
The Monarchy
Reverence for the royal family is deep and backed by strict lèse-majesté laws that make it a criminal offence to criticise the monarchy. This is not a formality — foreigners have been prosecuted and imprisoned. Treat all discussion of the royal family with discretion, stand when the royal anthem plays in cinemas or public spaces, and handle banknotes (which bear the king's image) carefully.
The South
The three southernmost provinces — Yala, Pattani, and Narathiwat — have a predominantly Malay-Muslim population and have been the site of a long-running separatist insurgency, with periodic bombings and attacks on security forces. Most tourists have no reason to travel to this area, and most Western governments advise against non-essential travel there. The rest of southern Thailand, including Phuket, Krabi, and the Gulf islands, is entirely unaffected.