With tourism numbers falling and market conditions shifting, travel, tourism, and hospitality businesses in Thailand need more than hope; they need a plan.
Here are five actionable strategies brands can implement to stay relevant, attract new audiences, and capitalise on a challenging 2025.
Interrogate the Subtext
A campaign can look great and still miss the mark. It’s not just about asking, “Is this clever?”, brands also need to ask, “How might this be interpreted, both locally and globally?” When appearance, heritage, or identity are in the mix, the stakes are higher. Even a simple pun can carry unintended weight when it touches on deeper social conversations.
Build Inclusive Teams — and Listen to Them
Missteps often happen when decision-makers lack the lived experience to spot a potential issue. Creative, comms, and brand teams should reflect diverse backgrounds, and those voices must be empowered to speak up. Cultural sensitivity shouldn’t be a box to tick at the end of the process; it should guide the brainstorm.
Don’t Prioritise Aesthetic Over Accountability
The “good genes” controversy is a reminder that branding choices don’t exist in a vacuum. A model’s look, past associations, or online persona can shape how a campaign lands, and brands are increasingly held accountable for those choices. In Southeast Asia, where whiteness is often privileged in advertising, this is especially relevant. Leaning on Eurocentric beauty standards isn’t just outdated; it risks alienating your own audience.
Remember That Representation Is a Responsibility
Audiences, particularly Gen Z, notice who’s included and who’s left out. A study by the Unstereotype Alliance of more than 300 global brands found that inclusive advertising led to 5% higher short-term sales, a 16% boost in long-term sales, and made consumers 62% more likely to choose the brand first.
Campaigns that centre white or white-passing celebrities while claiming to speak universally will struggle to resonate. Representation shouldn’t be performative or tokenistic, but thoughtful and embedded in the creative process from the start.
Local Audiences Are Watching, Too
What plays well in the US doesn’t always translate in Southeast Asia, and vice versa. However, global campaigns are increasingly visible across borders.
With cross-cultural awareness rising and social media discourse moving faster than brand approvals can keep up, Southeast Asian consumers are quicker than ever to call out tone-deafness. Localisation needs to go deeper than language, it should reflect the values and identity of your market.
As branding becomes more global and political identities continue to shape how we interpret media, marketers can’t afford to be reactive. Cultural literacy, diverse voices, and brave conversations in the room are key.
Want to future-proof your brand in a rapidly shifting cultural landscape? Visit www.midas-pr.com or get in touch – we can help you navigate complexity with clarity, inclusivity, and impact.