Usually tourism promotion uses positive words and images. After all, tourism marketing is about highlighting the positive aspects of a location. The last thing you want to do is to draw attention to the bad things that can keep tourists away. So I was a bit surprised when I saw the recent Tourism Authority of Thailand’s promotional video, titled: I Hate Thailand.
Yep, that’s right, the official tourism marketing slogan is “I Hate Thailand”.
But in This Case The Tourism Promotion “I Hate Thailand” Is Brilliant
Thailand has been generating some negative news lately. There have been a couple of high-profile tourist murders and a military coup. In response to the recent negative news, the Tourism Authority of Thailand took a bold approach of using reverse psychology in its tourism marketing.
And it worked.
The video below starts off with a young, shirtless, British tourist who has just had his bag stolen. What starts off to be a very bad day for this young man quickly begins to showcase the better side of Thailand and, in particular, its wonderful people. Out of the blue Thai strangers begin helping the man and he soon realizes how lucky he is to be in one of the most beautiful places on earth.
Take a look and watch as this tourism video pulls at your heartstrings. It’ll leave you wanting travel to this wonderful nation. It certainly did me.