Recently took my UK girlfriend to Samui, long stay at the Ritz there, round Bangkok, even a couple of days in Pattaya. She absolutely loved it, admittedly, I was like a tour guide, knew the places to take her, but she was in awe of riding round on a scooter without a helmet, the beautiful beaches and exotic food, just so many things different to Europe, although to be fair, she not exactly, well travelled. She loved the nightlife, all the quality live music places we went to, smiling faces, everyone seemed happy.
She noted on her return to heathrow, she instinctively smiled at a stranger (despite being a young stunner) and didn't get recipricated. She knew the difference Thailand made her feel.
Could probably go on, but this is a quick summary.