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How Long Can Thailand be "Amazing"?
Thailand has always been at the top of Southeast Asia's tourism game. The P.R. for the country as a tourist destination is head and shoulders above the rest. You've probably seen the pictures: silhouettes of sky-high temples, smiling local residents, quaint floating markets, comely service industry workers flashing their most photogenic wai. But is the image that Thailand has spent so long building for itself becoming cliché? According to the Tourism Authority of Thailand (TAT), the whole Amazing Thailand campaign is just getting started. Industry insiders at TTGAsia report that TAT is going to ride its campaign into the ground:
"TAT is considered to be repeating the same old story. It is Amazing Thailand again. It is Seven Amazing Wonders product again. It is even Visit Thailand Year (tagline) again."
Will that type of campaign continue to fly? What if some of the negative press that the Land of Smiles has been getting lately continues: rumors of another coup, ongoing complaints about Suvarnabhumi Airport (like having to walk half-a-mile to reach the W.C.), and security threats from southern militants?
Add to that the fact that regional player Vietnam is upping the ante by constructing a new airport and new rail system for Ho Chi Minh City.
Most visitors to Thailand still buy the "amazing" thing. But, one wonders if TAT will have to come up with a new branding scheme sometime soon.
Filed under: Thailand
Reader Comments (Page 1 of 1)
Doug Jul 18th 2008 5:17PM
"Amazing Thailand" not just rhetoric - but acually is just that.
Sara Jul 19th 2008 4:45PM
I agree...I went to Thailand for my honeymoon in October of 2007 and can't wait to go back. It is the most beautiful country and loved the people. I'd move there in a heartbeat!!
Farah Jul 22nd 2008 8:18AM
Ditto! I'm currently in Bangkok and have been in Thailand for 6 weeks. Unfortunately, I have to leave in two more weeks, but I'm going to make the most of it. It's not just rhetoric or a cliche', Thailand IS amazing! I would love to live here, as well. Great food, great shopping values, friendly people, and beautiful country... what more could you ask for? Also, the rumors about a coup don't worry me. The Thai people are so loyal to the King, regardless of who is the current political leader, there will be peace. I read the daily English-version of the Bangkok Post and am convinced any political issues will be solved politically. Samak is trying to hold a coalition together, but the PAD has given up the mass demonstrations and are working through the system to create political change.
Rosario Mar 25th 2009 3:13AM
I have not been to Thailand but I have a Japanese friend who often goes there for work and his observance is that Bangkok is teeming with gays and transsexuals! I think that is eeeoooww!