Thailand Uploads ‘I Hate Thailand' Video To Attract Tourists

Armed Thai soldiers stand guard during a coup at the Army Club where Thailand's army chief held a meeting with all rival factions in central Bangkok May 22, 2014. Thailand's army chief General Prayuth Chan-ocha took control of the government in the coup on Thursday saying the army had to restore order and push through reforms, two days after he declared martial law. REUTERS/Athit Perawongmetha REUTERS/Athit Perawongmetha

A video titled “I Hate Thailand” has attracted almost two million views since it was posted on YouTube on Nov. 18. Thailand’s tourism suffered in 2014, but the video is actually not intended to make things worse.

With its title, the video seems to exacerbate battered image of Thailand after a military coup in May and the murders of two British tourists on a beach in the country in September. However, it turns out that the video was uploaded by the tourism authority of Thailand as a reverse psychology strategy to attract tourists.

In the five-minute video, an angry, unshaven, and bare-chested British tourist on a beach introduces himself as James and complains about his stolen bag. Talking to a handheld camera, he says, “I hate this place. I hate Thailand.”

James then mouths off to a policeman and starts to like Thailand after meeting an attractive Thai woman. In the end, the foreigner gets his bag back with his wallet and passport. He also puts on clothes, cleans up and befriends the locals.

Inspired by research showing the effectiveness of unconventional commercials, the tourism authority of Thailand posted the “I Hate Thailand” video without giving indications that it was funded by the Thai government. Tourism accounts for approximately seven percent of the economy of Thailand and the viral video was used as part of a campaign to restore the country’s reputation.

Watch the “I Hate Thailand” video here: