Thailand does not seem like a country that needs to change when it comes to tourism. It is outpacing its neighbors in terms of revenue and number of international arrivals. Still, the Southeast Asian nation used a recent high-profile event to promote an unexpected series of attractions and experiences. This “rebrand” even involves changes to the kind of cultural and nature attractions that people often associate with Thailand. Why alter something that is working well?


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Billing itself as “Asia’s boutique airline,” Bangkok Airways features organic in-flight meals and lounges that welcome all its passengers (even those in economy class). These traits set the Thai carrier apart from the competition. However, its most attractive attribute may be its routes to underserved destinations within Thailand.

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