Previous studies have demonstrated the importance of Internet and e-commerce technologies in the tourism industry. The tourism industry is one of the most important that contribute to Thailand’s economic growth. The Thai government has promoted e-strategies in the tourism industry for economic reform. Although the government has encouraged the use of Internet technology for effective communication and collaboration across a broad range of tourism related activities, it has not yet been widely accepted. This study examines the roles of culture in the Thai business community, and how its underlying assumptions affect the adoption of technology in the Thai tourism industry. The findings are presented in two main parts: visions and currents issues from the Thai government and the actual technology adoption issues faced by practitioners.