Thailand Tourism

With tourism down dramatically many Thai companies are trying new advertising to combat the the ever growing slump they are seeing in their bottom line. It’s not enough that the world wide economic situation is keeping tourists away, Thailand can’t help itself when it comes to making even dedicated travelers think twice.

Thai politics have been a major concern since the coup in 2006 and the recent events regarding Cambodia have some  travelers on edge. The continued violence in the South of Thailand with the Muslim community and the recent attacks on freedom of speech have been keeping Thailand in the news for all the wrong reasons.

You would think the easiest way to go would be accentuating the beauty and diversity that is Thailand and calling out the cultural aspects of the country. Instead the advertising  that has been coming out just leaves potential travelers scratching their head.

Medical tourism has long been a strong suit for Thailand with procedures generally being one third of those in the West. A good dental bridge in America might cost you $4000 once all is said and done but in Thailand the same bridge would cost $600.00.

While the majority of tourists are aware of these deals the advertised deals usually draw the wrong attention. Local ads like the one below are a usual sight. I have to admit though,  the ad is compelling. Come to Thailand for a short stay and for under $10,000 you can go home a new man…don’t want to be a man anymore, go home a new woman.

Thai Air is also rolling out new advertising but one might wonder what demographic they are targeting. The new ads, while very well done and quite beautiful, don’t really convey Thailand, do they? They have opted to leave out their planes or pictures of Thailand for beautiful pictures of Thai women in flowing colorful gowns.

I’ll give them this, it does make me think of orchids and beauty so it does draw me to Thailand but I’m an easy sell and usually ad campaigns aren’t there to preach to the chorus. These ads will be rolling out to America and Europe soon.

It’s not easy for any country in the current economic climate but at the very least most countries know their strong points and aren’t struggling to find their identity or appeal.

Thailand should take a cue from The Australian tourism  campaign of the 80’s and 90’s. Find a well liked Thai comedian and have him throw a shrimp on the barbie while extolling the great diversity and beauty that Thailand has to offer. Well, they might need to change it to a grasshopper in the oil or a rat on the barbie but you get the idea.

I haven’t seen a Thailand tourism ad in America for a long time but they may want to start with the company that did the below ad back in 2007. Someone there understood marketing.