The TAT (Tourism Authority of Thailand) has announced plans to ditch the country’s much-used slogan ‘Amazing Thailand’, and replace it with ‘Miracle Thailand’. Such a move is not uncommon following a change of government, and this new cabinet will request 8 billion baht in government funding for the campaign. The campaign is aimed at increasing the number of visitors to the country after a troubled few years. As is often then case in Thailand, the specifics of the proposal remain extremely vague and it is unclear what happens for the ongoing promotion of the ‘Amazing Thailand’ brand which is seen as being very successful, alongside the ‘Unseen Thailand’ tool for marketing lesser known hotels. Many in the private sector have expressed doubts about the need for a re-brand and the appropriateness of the new slogan.
This move is somewhat amusing for us here at Experience Travel as we reported a similar story from Sri Lanka last year, only for different reasons. Following major expenditiure, the Sri Lankan government had outsourced its new tourism promotion campaign to work creating a new image for the industry. The slogan of ‘Small Miracle’ was agreed upon folloing much research, only to be deemed inappropriate by the highest levels of government.
Some see this attempt by the Thai government as an attempt to re-brand old ideas. Others hope the change will be backed-up by new policies and marketing initiatives. Either way, this is just politics, and Thailand remains one of our favourite places to to holiday in Asia, whatever adjective you want to use to describe it!