Tourism destinations worldwide are facing the complex challenge of balancing image, safety, and reputation in an era where travelers are increasingly selective about where—and how—they holiday. A recent op-ed in The Boston Globe encapsulates the growing skepticism toward tourism promotions for destinations with troubled records, as well as the shifting perspectives of international visitors in 2025. With global travel rebounding unevenly after the pandemic and amid renewed geopolitical tensions, destinations ranging from Los Angeles to Saudi Arabia find themselves battling not just wildfires, state advisories, and human rights controversies, but also the formidable power of online reputation and tourism marketing fatigue.
The significance of these trends cannot be overstated for Thai readers who look to tourism as both an integral part of the nation’s economy and a window into global developments that could impact local livelihoods and international connections. Globally, tourism recovery has been hampered not only by safety concerns—such as the recent wildfires in California and security incidents in the Middle East—but also by increasingly negative perceptions fueled by both high-profile incidents and aggressive digital advertising campaigns. According to a report from the South China Morning Post, package trips and a cautious approach to safety top the list of new tourism trends in 2025, while structured adventure underlines travelers’ desire for deeper cultural experiences and reliable risk management measures (SCMP).
The Boston Globe column illustrates this dynamic through the lens of major tourism ads that appear out of step with on-the-ground realities. For example, promotional videos for Los Angeles launched in the wake of devastating wildfires were seen as poorly timed, further undermining the city’s tourism appeal for those seeking both safety and authenticity. Similarly, Saudi Arabia’s ambitious tourism campaign—touting mega-projects like Neom city—faces growing skepticism from international observers. Despite slick advertising highlighting “choose your own adventure” experiences, the nation’s human rights record, most memorably the high-profile killing of journalist Jamal Khashoggi, has cast a long shadow over its attempts to rebrand as a dynamic travel destination. Recent investigative journalism, such as coverage in The Wall Street Journal, details how such projects are lagging in progress, over budget, and potentially at odds with restrictive new laws that threaten those who critique the reputation of tourism (Boston Globe).
Safety warnings by government agencies also play a crucial role in shaping perceptions. The United States Department of State currently advises caution when traveling to Saudi Arabia due to the risk of missile and drone attacks and ongoing terrorism threats (CNN). Such advisories often feed directly into both news coverage and the sentiments of would-be travelers, solidifying reputational issues that cannot be easily addressed by marketing alone.
The United States, too, is experiencing the flip side of the reputation equation. According to reports from NBC News and USA Today, international travel to the U.S. has seen significant declines, with a $90 billion loss in projected revenue as visits from traditional source markets like Canada, Germany, and the UK plummet (NBC News; USA Today). Factors fueling this hesitation range from increased border scrutiny and electronic device searches (Reason), which some liken to the practices of less democratic states, to the perception of a less welcoming environment for international tourists and students. A widely-read article in Der Spiegel recounts the story of a European couple whose visit to the US was marred by lengthy questioning and searches at the border. The incident, emblematic of growing concern around the ‘bananas republic’ character of U.S. border security, has gone viral in travel circles.
Academic research echoes these developments by providing empirical evidence of the close relationship between international advisories, destination reputation, and travel flows. Studies indexed by PubMed indicate that a single high-profile incident—even if statistically rare—can depress incoming tourism for years, especially when amplified by media and official government guidance ([PubMed – not directly linked due to access limitations]). One 2023 study observed a clear and enduring correlation between perceived risk (whether from political instability, terrorism, or public health issues) and reduced bookings, even after the initial concern passes. Furthermore, the speed and reach of digital information now enable risk perceptions to become global within hours, placing national tourism brands in a perpetual state of crisis management.
For Thailand, the lessons are potent and multifaceted. Tourism remains one of the central pillars of the Thai economy, contributing over 17% of pre-pandemic GDP and employing millions of Thais both directly and indirectly. The government, in partnership with domestic and international technology firms like Gorilla Technology Group, is working proactively to elevate safety standards through digital surveillance and real-time crime prevention tools, a move highlighted by recent announcements from the Royal Thai Tourist Police (Yahoo Finance). These initiatives aim to bolster international confidence in Thailand as a secure and hospitable destination, while also safeguarding the well-being of Thai citizens in high-footfall tourist areas.
Thailand’s ongoing emphasis on safety and reputation is not new. Historical crises—such as the disruptions following the Asian Financial Crisis in 1997, the SARS outbreak in 2003, or the 2014 military coup—have consistently shown that clear risk communication and a quick, transparent response are essential for recovery. At the same time, innovations in digital tourism marketing have helped refurbish the country’s image after each crisis, persuading visitors that Thailand remains a unique, vibrant, and welcoming destination.
Going forward, international travelers’ concerns about reputational issues, safety threats, and the authenticity of tourism messaging are likely to intensify rather than subside. The introduction of artificial intelligence and data-driven safety systems offers an opportunity for Thailand to set itself apart as a model of responsible and reassuring tourism management in the region. Nevertheless, as shown in the latest global research, no amount of branding or digital innovation can fully compensate for the enduring power of word-of-mouth, government bulletins, and first-hand experience. Travel choices remain highly personal, shaped by both hard facts and the subtleties of trust.
For Thai travelers and tourism professionals alike, the practical lesson is twofold. First, vigilance in monitoring and responding to both domestic and international safety advisories can prevent reputational damage and provide early warning of shifting traveler sentiment. Second, investment in training for all tourism sector staff—emphasizing cultural sensitivity, crisis communication, and the realities of international travelers’ expectations—can help preserve Thailand’s status as a go-to destination even as global competition intensifies.
In sum, the world of tourism is fundamentally a world of perceptions—and as recent trends reveal, travelers are more discerning than ever. Thai readers keen on safe and responsible tourism both at home and abroad should prioritize checking up-to-date safety advisories, scrutinizing marketing claims, and sharing honest feedback with friends and family. In an era where destination reputation can be transformed overnight, it is the cultivation of trust, transparency, and care for both guests and hosts that will define the next chapter of global travel.