I don’t know about you, but when I hear a country is under martial law, it doesn’t make me want to visit. Thailand had a military coup recently, and the government is looking to transform perceptions. They are set to launch a campaign labelled ’24 Hours Enjoy Thailand’ to highlight the fact that tourists are actually safer both day and night under the new regime, because of the military presence on the streets.
I’m not sure whether people will buy it, but it’s certainly a valid argument. And it shows something very important – it’s always possible to reframe a negative event. It might not always work, but there’s little to lose from trying.