Greg Watkins MBE: Patience, Preparation and People - Lessons from Three Decades in Thailand

Few people have witnessed the evolution of international business in Thailand quite like Greg Watkins.

Having first worked in Thailand in 1989 and led the British Chamber of Commerce Thailand since 1996, Greg has seen governments come and go, business practices evolve, economic crises unfold, and technology transform the way companies operate.

Yet, despite all those changes, some fundamentals remain surprisingly familiar.

Technology Changes, Patience Doesn’t

Thailand’s business environment today is very different from that of 30 years ago.

Technology has opened doors that previously required considerable time, money and personal connections. Thai businesses have been quick to embrace new developments, including artificial intelligence.

There are also far more options for legally establishing a business in Thailand, while the range of available visas has expanded significantly.

But technology hasn’t eliminated the need for patience.

As Greg explains, common sense, flexibility and an understanding of how things work locally remain essential. Processes that appear straightforward elsewhere can take considerably longer in Thailand.

Most of the time, however, you eventually get where you need to be.

The Biggest Mistake? Arriving Unprepared

One recurring frustration Greg has encountered is the number of foreign companies arriving in Thailand without having done even basic market research.

Some spend thousands of pounds participating in trade exhibitions without first identifying prospective customers, local representatives or potential partners.

That is a missed opportunity.

With today’s research tools, particularly AI, there is little excuse for arriving without preparation.

BCCT member companies can help arrange introductions and meetings, yet surprisingly few visiting businesses are prepared to invest in this additional groundwork.

For Greg, long-term success requires more than enthusiasm and a good product.

Businesses need to remain agile, adapt their strategies to changing market conditions and understand what their customers genuinely need.

Networking Is a Means to an End

Business chambers are often associated with networking evenings, social gatherings and the occasional beer after work.

Greg sees their purpose rather differently.

Before becoming BCCT’s Executive Director, he had been a member of several international chambers and spent five years as Marketing Director of a business research company.

For him, networking was never the ultimate objective.

“It is a means to an end.”

That end is connecting members with potential customers, clients, suppliers, service providers and business partners.

Greg still finds it remarkable how rarely members actually ask him to introduce them to someone at a networking event.

In his words: “Too many missed opportunities.”

The role of a chamber also extends beyond business introductions.

BCCT now employs a full-time Policy Manager who engages with Thai government organisations to represent members’ interests.

Such services, however, require resources. Ultimately, what a chamber can achieve depends on what its members need and what they are prepared to support financially.

Leadership When Business Was No Longer Business as Usual

Greg’s contribution to the British community in Thailand was recognised with an MBE.

He is keen to clarify that the honour recognised approximately 30 years of helping British companies and British nationals develop their businesses in Thailand, rather than being awarded solely for BCCT’s work during COVID-19.

Nevertheless, the pandemic was an extraordinary period.

For Greg, leadership during that crisis came down to three essentials: being visible, maintaining communication and empowering colleagues to do what they do best.

He particularly acknowledges Jina Phenix, who led BCCT’s COVID vaccination project, alongside the wider team whose contributions were not always visible.

Their efforts reached well beyond the chamber’s membership, helping British nationals, their spouses and people of other nationalities.

The pandemic also accelerated the adoption of technology that allowed businesses to communicate across borders.

Yet Greg welcomes the return to face-to-face meetings and personal relationships.

Technology has its place, but human contact remains difficult to replace.

UK-Thailand Relations: Opportunities and Challenges Ahead

Looking forward, Greg believes the United Kingdom should begin consultations and negotiations towards a comprehensive Free Trade Agreement with Thailand.

Such an agreement could address market access, investment conditions, trade regulations and non-tariff barriers.

With the European Union already progressing through its own FTA negotiations with Thailand, Greg believes British companies must not find themselves at a competitive disadvantage.

But perhaps the biggest long-term challenge facing Thailand has little to do with trade agreements.

It is demographics.

Greg points to World Bank projections indicating that Thailand’s working-age population could shrink by approximately 30% by 2060.

The implications for employers, investors and economic growth are considerable.

Increasing the retirement age, reconsidering attitudes towards employing experienced older executives, and making greater use of AI are among the measures he believes deserve attention.

The important thing, Greg argues, is not to postpone action until the problem becomes unavoidable.

The Value of Experience

After decades of working with international companies, business leaders and entrepreneurs, Greg’s observations offer a useful reminder.

Doing business successfully in Thailand is not simply about recognising opportunities. It is about doing the homework, understanding the environment, building meaningful relationships and adapting when circumstances change.

Technology may continue to transform the way companies operate, but preparation, patience, common sense and personal relationships are unlikely to become outdated anytime soon.

Expert Views is an editorial series by Town & Country Property Co., Ltd., featuring experienced professionals sharing independent perspectives on business, investment, property and life in Thailand.
Interview and editorial preparation: KC Cuijpers, CEO, Town & Country Property Co., Ltd.
Approved by Greg Watkins MBE for publication.