Thailand’s tourism industry hopes to bring the smile back

It's been a tough few years for Thailand tourism. After seeing out the combined impact of the international financial crisis and threat of swine flu - factors which brought tourism to a virtual standstill - social unrest in the nation's capital of Bangkok at the beginning of 2010 meant that city at least was a virtual no-go zone.

For a nation used to welcoming more than 14 million visitors each year - and supporting a tourism industry that accounts for six to seven percent of its GDP - the effect has been crippling, especially in the small islands and regional communities that rely almost totally on tourists for their livelihoods.

But the Thai government is now supporting moves to slash hotel prices and holiday packages to destinations across the country - and it's embarking on a charm drive designed to remind the world why Thailand has long been such a popular spot for travelers.

The Tourism Authority of Thailand's has this week announced a two-month "Smile@Siam" campaign that they say will "help restore the liveliness of the Thai capital and the provincial areas, rebuild confidence among foreign tourists and promote domestic tourism.''

The "Smile''campaign, playing on the traditional imaged of the country as "The Land of Smiles," has targeted Bangkok's most popular tourist spots - such as the sprawling Siam Square shopping district and the Khao San Road area favored by backpackers - and will offer shopping and dining discounts and performances of traditional Thai entertainment. And it will hold similar events in popular destinations such as Udon Thani province and Surat Thani.

The positive spin has already had a positive impact in Bangkok, according to the Thai Chamber of Commerce, which recently reported that hotel occupancy in the capital has reached 40 to 50 percent - still a ways off from what is considered ideal but a lot more positive than the 10 to 20 percent lows experienced during the civil unrest experienced during March and May.

Full details of the "Smile'' program can be found at http://www.tourismthailand.org

MS