2024 was a significant year in the relations between Austria and Thailand as the two countries celebrated a double anniversary. The year marked 155 years of formal relations between Austria and Thailand and 70 years of resident missions (embassies) in the two capitals, Bangkok and Vienna. Prior to arriving to take up the ambassadorship to the Kingdom of Thailand in 2022, HE Ambassador Wilhelm Donko had visited Thailand multiple times. Elite+ sat down with Ambassador Donko to discuss the diplomatic relations between our two countries and his views on the significance of this partnership.
Ambassador Donko was born in Linz, in Upper Austria, but when at home, resides in the small town of Schärding on the Inn River, directly on the border with Bavaria. As a picturesque baroque city with 6,000 inhabitants only, he considers it his hometown and encourages people to visit. Ambassador Donko has been married to Madame Yan since 1990, a native Chinese from Shanghai. Two years ago, she granted an interview with Elite+ in the Lifestyle column. The couple have two adult children, Wilhelm and Katharina. Ambassador Donko recalled, “After studying at the University of Salzburg and pursuing postgraduate studies at the University of Tokyo (Todai), I joined the Austrian diplomatic service in 1990. At the Foreign Ministry in Vienna, I first worked in the Department for Disarmament and Arms Control before being transferred to the Austrian Embassy in Algiers in 1992 for half a year. Back in Vienna, I served in the Department for European Integration (including Austrian accession negotiations to the European Union) and was subsequently stationed at our embassy in Moscow (1993–1997) and next Ankara as deputy head of mission ( 1997 – 2001 ). After two overseas postings that spanned eight years abroad, I went back to Vienna. There I worked as head of division in the Asia Department of the Foreign Ministry (2001-2005), before being posted to Seoul as the Austrian Ambassador to South Korea (2005-2009) and subsequently as Austrian Ambassador in Manila (2009-2013). Upon returning to the Vienna headquarters, I worked again in the Asia Department for four years (2013-2017). In 2017, I was sent as ambassador to Oslo and from there, I moved to Bangkok in the same capacity in April 2022.”
How would you say your earlier postings as Austrian ambassador helped you to assume the ambassadorship to Thailand?
I had previously worked in or with East Asia for 16 years in a row. As diplomats, we are the only civil servants in Austria who have to sign a document when we start work that we are exempt from the usual transfer protection for civil servants and that we will comply with all transfers ordered by the ministry. I applied for a posting in Oslo and had a very interesting and wonderful time in Norway. The country is beautiful, and the majestic fjords, the landscape, Svalbard and the arctic regions are simply magnificent but I wanted to go back to East Asia. My long Asian experience helped me obtain the ambassadorship in Bangkok.
As Austria and Thailand celebrated 155 years of diplomatic relations in 2024, could you tell us how these have evolved?
In 1869, two Austro-Hungarian warships, the frigate “Donau” and the corvette “Erzherzog Friedrich” officially visited Siam in a mission to establish relations between our countries. A treaty on friendship, trade and shipping was concluded and formal relations were established. Then, 70 years ago, in 1954, resident diplomatic missions were established in Vienna and Bangkok after the Second World War.
Anyone who studies the history of the establishment of diplomatic relations between Thailand and Europe will find that a very significant number of European countries did not establish official relations until the 1860s while only some old maritime nations had been active in this part of the world much earlier, starting with Portugal in 1511. The reason for this sudden European interest in East Asia in the 1860’s is easy to explain: it was the construction of the Suez Canal from 1859-1869 that brought Europe so much closer to East Asia. The average travel time of ships was reduced from around three to just one month. A kind of race to conclude advantageous bilateral agreements therefore suddenly began in the 1860s (Austria-Hungary, Belgium, Germany, Italy, Spain and Sweden) and we were a part of it.
We had many events to celebrate this double anniversary. The biggest one was a very intense “Austrian Lifestyle Week” in March 2024. Most recently, we had an exhibition on the visit of the Austro-Hungarian delegation in Bangkok 155 years ago, with unique photographs taken by Austrian photographic pioneer Wilhelm Burger in 1869.
Our relations continue to be excellent after 155 years, politically, economically and also in the field of tourism, which is an important source of revenue for both our countries. Thailand and Austria are well-known for their rich cultures such as art and music but also cuisine and lifestyle, including Austrian “Gemütlichkeit”, or cosiness, our philosophy of life. These elements are today subsumed under the vogue expression of “soft power diplomacy”. We wanted to highlight these soft power skills in our celebrations for this double anniversary in 2024.
Could you now tell us about the bilateral trade relationship between Austria and Thailand as well as between Austria and ASEAN?
Thailand is traditionally one of Austria's most important trading partners in Asia. We have a long tradition of close cooperation in many areas, including in different business fields between companies as well as between various institutions promoting economic cooperation. Currently, we have around 100 Austrian companies here, some 25% even have production facilities, and Austrian companies employ many thousands of workers in Thailand. I am also proud to mention that our companies have invested over €1 billion in the country, and many of them are currently thinking of increasing their investments. Thailand is the number one country in the region for Austrian manufacturing. Austrian companies also value Thailand as a strategic hub for their production and expansion into the region.
What advice would you give Thai entrepreneurs who may be interested in trading with Austria?
They should contact our commercial section. We have been promoting bilateral trade relations for nearly 70 years, helping to establish direct connections between Austrian and Thai firms, organising networking events, doing market research and in general promoting both countries economically to foster stronger ties between our businesses. They can also visit our website, http://www.advantageaustria.org/th, to learn more about the advantages and benefits of doing business and trading with Austria.
What would you say have been your achievements since arriving in Thailand over two years ago?
What plans do you have for 2025 and beyond to foster closer ties?
I arrived here on 1 April 2022, three years ago. My main goal as Austrian ambassador in Bangkok is to represent Austrian interests in the Kingdom of Thailand in the best possible manner, to further strengthen the relations between our countries and to promote exchange in all areas. Additionally, I am personally very keen to make the embassy a kind of home for the Austrians living in Thailand, an institution they can rely on when they need support or help from their home country. So far, I think I was able to achieve this goal in an adequate and satisfactory manner, and I will try to continue this approach in 2025.
How big would you say the Austrian community is in Thailand and what businesses are they involved in?
This is not so easy to say as we recommend Austrians in Thailand register at the embassy, but there is no legal obligation to do so. Additionally, it is a question of definition as many Austrians spend a substantial part of the year in Thailand, mainly in winter, but the summer months in Austria. We estimate that around 3,000 Austrians would qualify as living in Thailand, with considerable fluctuations depending on the season. Many Austrians are involved in businesses that are hidden champions and niche players, but important for the Thai economy, be it in railway construction, ecological packaging, recycling solutions or tourism services.
Thais love to travel to Austria; what types of tourism activities are you now planning to promote?
I am in the fortunate position to not only have a very well-run commercial section, but also a very efficient tourism section at the embassy, headed by a tourism attaché of our national tourism organization, the Austrian National Tourist Office (Österreich Werbung). Austria’s USP (Unique Selling Proposition) is that we can offer both a very rich cultural heritage– especially classical music – and unspoilt nature with more than two thirds of the countryside covered by mountains. Austria is one of Europe’s favourite travel destinations both in summer and winter, especially in December, when the Christmas markets bring a very romantic atmosphere to our cities and villages. With the brand “Lebensgefühl Österreich”, which can be translated as “The Austrian way of life”, we try to differentiate Austria from other vacation destinations and convey the emotional added value through a high quality of living and passionate hospitality. We highly appreciate the positive image of Austria in Thailand and that Thais love to travel to Austria. We do our best to keep this status alive.
During your travels around the Kingdom, what has impressed you most?
The high level of security for foreigners living here as well as for tourists all over the country and, especially, the kindness of Thai people in general.
To conclude, do you have any final thoughts you would like to share with our readers?
Please be aware that there are no kangaroos in Austria. Unfortunately, many of our visitors are often brought to the Australian embassy by local taxi drivers.
