Streetwise: 'Byrd' in bid to boost domestic tourism

Promotions are expected over the next few months, when hotels are trying to fill their guestrooms. Yesterday, 16 boutique hotels covering several destinations joined hands to quote a single price. Thai Airways International also offered special deals to provincial destinations to encourage travel. And regular passengers know that these fares are lower than normal rates.

On Monday, the Tourism Authority of Thailand (TAT) also presented its new tourism ambassador to promote the latest "Mai Pen Rai Thailand" campaign.

Some criticised the choice of singer Thongchai "Byrd" McIntyre as not attractive, given that the yesteryear star was not selling like hot cakes like before (judging from the popularity of his latest songs). Yet at 50, the crooner is much more popular among Thais than many younger stars who appeal only to specific groups.

Overall, he seems to be a good choice for the campaign, designed to encourage more Thais to travel in the absence of international visitors.

Indeed, the TAT pays him handsomely for the one-year deal. While planning to spend Bt62 million to promote the campaign, Bt20 million or about a third of that amount is going to Thongchai.

If he is filmed at various destinations, the amount should be enough to pay him Bt10,000 for every drop of sweat he sheds during the year. Certainly, he would not perspire that much. Who would be so cruel as to make a 50-year-old man work that hard?

There is not much criticism of TAT's campaign, though the agency has been heavily slammed in the past for overspending. It seems all want TAT to spend on projects to ensure a recovery in the tourism industry.

Without tourists, hotels are dying, as are spas and restaurants. Workers may be laid off.

 Then, there's the argument: if the economy dives further next year and Thais do not have money to spend, even Bird could not help save the industry. Indeed, the Bt20 million amount is more than enough to fund a skills-training or job-creation programme.

Actually, I like what was posted at www.isriya.com/ tags/idea?page=7. "There's no need to hire any ambassador when all Thais could be one. We can help by persuading friends (even ones we haven't met or don't know) to come to Thailand."