Thailand Boosts Soft Power: CUPT and Tourist Police Unveil Tourist Police Youth Ambassador Program 

The Council of University Presidents of Thailand (CUPT) and the Tourist Police Bureau have signed a Memorandum of Understanding (MOU) to launch the “Tourist Police Youth Ambassador” project, which invites university students nationwide to serve as a welcoming network for visitors, creating proactive goodwill and positive first impressions in line with the ‘Your First Friends’ policy. 

The MOU was signed on November 28, 2025, at the Chang Yodsuk Conference Room, 5th Floor, Tourist Police Bureau Headquarters, by Prof. Dr. Wilert Puriwat, President of CUPT and President of Chulalongkorn University, and Pol. Lt. Gen. Saksira Phuek-am, Commissioner of the Tourist Police. 

Prof. Dr. Wilert Puriwat, President of CUPT, delivered a special address emphasizing that this collaboration is not merely a single event but a comprehensive “human development process” designed to cultivate high-quality youth. The project is built upon four key pillars: 

1. Soft Power through Kindness: The most powerful soft power is kindness. What truly wins the hearts of people around the world is the enduring friendliness and warm hospitality of the Thai people—especially the goodwill shown by the younger generation. 
2. Experiential Learning: This project serves as a large-scale classroom where students can develop four essential skills not found in textbooks: life skills, language skills, real-life problem-solving skills, and a deep understanding of Thai identity. 
3. The role of “Your First Friends”: Youth ambassadors will act as the first friends of tourists to give them help and support, as well as create strong, positive first impressions that make visitors feel welcome. 
4. Living Cultural Ambassadors: Young people will represent Thailand by showcasing the country’s modern image alongside its cultural beauty to the world. 

Pol. Lt. Gen. Saksira Phuek-am, Commissioner of the Tourist Police, stated that the collaboration “combines the strengths of the Tourist Police—who specialize in investigation and crime suppression—with the need to enhance constructive communication and impression-building.” This partnership with CUPT enables young people to act as “tourist ambassadors” who assist, communicate, and serve as hosts to tourists. 

Pol. Maj. Gen. Krit Warit, Deputy Commissioner of the Tourist Police, added that this project expands on previous academic collaborations, such as the Rebranding Project for the Tourist Police in partnership with Chulalongkorn University. University networks under CUPT across the country will help drive the Tourist Police Youth Ambassador project to achieve widespread impact, building a safety network that covers Thailand’s key tourist destinations. 

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