The Thai government has emphasised in building technical infrastructure to mimic e-commerce models from western countries. However, evidences shows that Thailand has not yet succeeded in the e-commerce adoption. This study addresses the cultural barriers of Internet technology for inter-firm communication1 adoption in the Thai tourism industry. The results outline various issues emerging from the affect of the Thai’s national culture in business to business communication that impact the B2B e-marketplace2 and e-mail adoption. These are: personal relationship, long term relationship orientation, inter-organisational trust, ability to communicate in English language; and materialism. The data were collected by in-depth interviews with the government and practitioners in the Thai tourism industry.