As the international travel industry mounts a determined comeback after pandemic-era setbacks, new skepticism is emerging among would-be tourists, fueled by controversial ad campaigns and rising concerns over safety, reputation, and human rights in key destinations. A recent opinion column published in The Boston Globe on July 3, 2025, highlights a growing wave of “wayward tourism promotions” and the complex, often contradictory realities facing travelers in 2025, raising questions especially relevant for Thai travelers considering outbound journeys (Boston Globe).
The article, authored by a senior American columnist, reflects a broader phenomenon impacting both Western and Asian tourism: dazzling advertising campaigns for cities like Los Angeles and nations like Saudi Arabia are increasingly bumping up against real-world crises and reputational setbacks. For example, the ongoing “We Love LA” campaign rolled out mere months after devastating wildfires displaced over 13,000 households—a reality not captured by the cheerful ads. Meanwhile, Saudi Arabia’s push to rebrand itself as a world tourism gateway is overshadowed by repeated reminders of high-profile human rights cases, such as the government-ordered killing of journalist Jamal Khashoggi, and the colossal delays and overruns afflicting “Neom”, the Kingdom’s ambitious futuristic city project. According to The Wall Street Journal, this centerpiece of Saudi tourism continues to face daunting construction and budget challenges, while freedom-of-speech concerns linger following the adoption of new laws criminalizing speech “damaging the reputation of tourism”, as reported in Western media (The Wall Street Journal, US State Department).
These developments matter deeply to Thai travelers and the broader tourism sector in Thailand—an industry famous for its openness but increasingly sensitive to global travel trends, reputation issues, and international advisories. Against the backdrop of the U.S. State Department’s travel warning advising “increased caution in Saudi Arabia due to the threat of missile and drone attacks from Yemen and terrorism,” many potential visitors are reevaluating risk (US State Department Saudi Arabia Advisory). Such advisories, while most directly impacting American tourists, carry global weight and regularly influence Thai outbound tourism flows, agency recommendations, and insurance requirements.
Another significant note is the declining trend in travel to the United States itself. The U.S. Travel Association recently reported a 17% drop in arrivals from Western Europe as of March 2025—the first sustained decline since the post-pandemic recovery began in 2021 (US Travel Association). Among contributing factors: not only rising global insecurity but also intensified U.S. border enforcement, including phone and electronic device searches documented by multiple news and tourism sources. European media, citing cases of travelers’ devices and passports temporarily confiscated at American airports, highlight a shift in perception of the U.S.: “For decades, the U.S. was seen as a synonym of freedom, of wide-open spaces, of a shared system of values and open arms. Now, though…all that has changed. The U.S. is becoming a no-go area for tourists,” writes Der Spiegel, a sentiment echoed by international travelers and quoted in The Boston Globe column.
For Thai audiences, the resonance is clear. Thailand is both a major tourism destination and an increasingly important source of outbound travelers to the U.S., Europe, and the Gulf. Thai outbound tourism—especially among the middle and upper classes—has long embraced “bucket list” adventures in North America and the Middle East. Recent years have seen strong marketing by Saudi Arabia, aiming to draw Thai tourists following the normalization of diplomatic ties and the launch of direct flights. However, the eruption of geopolitical tensions and wary travel advisories presents a dilemma: how to balance aspirational travel with real-world risks?
Leading Thai travel agencies, in interviews with the Bangkok Post, confirm that inquiries about U.S. trips and Saudi cultural tours remain steady, but bookings are increasingly tentative. “Travelers are asking more about political stability and security measures,” notes a representative from a top Thai outbound agency. “We are seeing a pattern: people are being more cautious, and want more flexible cancellation policies.” This reflects the global trend of “cautious curiosity,” identified by industry analysts at the World Travel and Tourism Council (WTTC), which may shape Thai outbound tourism in 2025 and beyond (WTTC Reports).
One of the more controversial questions is whether modern tourism campaigns—and the billions baht poured into “rebranding” destinations—are in touch with actual traveler sentiment. The aggressive “Visit Saudi” promotions, for instance, invite global tourists to try luxury adventure holidays in the desert and ski trips at Neom’s mountain resort, drawing skepticism both for the slow progress of these mega-projects and for the juxtaposition with ongoing social restrictions. Human Rights Watch and Amnesty International, cited in global and Thai press, continue to raise alarms about free expression, women’s rights, and possible legal entanglements for tourists (Human Rights Watch Saudi Arabia, Amnesty International). The risk of violating broad and sometimes ambiguous “reputation” laws in the Kingdom—where merely criticizing a destination online or in private conversations could spark trouble—adds an additional layer of uncertainty.
Thailand’s own experience, both recent and historical, offers instructive context. Over the past decade, the Kingdom has weathered its share of reputational challenges, whether related to political protest, COVID-19 policy, or sensationalized foreign coverage. Yet the Thai tourism industry has leaned on its reputation for hospitality, relative safety, and transparent regulation to distinguish itself. Thailand’s approach to tourism branding—anchored in the “Amazing Thailand” campaign—frequently underlines authenticity, accessibility, and traveler freedoms, aspects now resonating more strongly against the backdrop of restrictive trends elsewhere.
From a cultural standpoint, Thai society’s collective memory is infused with a deep appreciation of hospitality and “sanuk” (joyful enjoyment), a core tenet of travel in the region. The current wave of skepticism about global destinations—and the backlash against artificially exuberant tourism advertising—may spur further introspection among Thai tourism leaders. Is it enough to “rebrand,” or must destinations deliver not just promises but also real, lived security, transparency, and respect for human rights to sustain post-pandemic travel growth?
Looking ahead, multiple trends are converging. Researchers at the United Nations World Tourism Organization and the Pacific Asia Travel Association (PATA) emphasize that international tourists, especially after the COVID-19 era, place a premium not only on attractions and events, but on clear safety protocols and legal clarity (UNWTO COVID-19 and Tourism). As one expert from Chulalongkorn University’s Faculty of Communication Arts observes, “The era of travel for face value is ending. Now, educated travelers—this includes Thais—require destinations to be truly safe, transparent and flexible.” The sector is bracing for volatile shifts in travel flows: dramatic gains where confidence is high, and equally dramatic declines where travelers detect risk or reputational damage.
For Thai travelers, recent events underscore the need to research destinations carefully, heed the latest advisories, and understand the sociopolitical context beneath glossy promotional messaging. Travel agencies and industry professionals advise booking with operators experienced in crisis management, monitoring real-time updates from both the Ministry of Foreign Affairs and international sources, and considering travel insurance with comprehensive “trip interruption” and legal protection clauses. When planning travel to destinations with mixed records, such as the U.S. or Saudi Arabia, travelers are urged to respect local laws, avoid sensitive topics on social media, and be prepared for unexpected administrative scrutiny.
In sum, as international travel rebounds and new destinations vie for the attention of Thai tourists, the focus is shifting away from catchy slogans toward credible, safe, and truly welcoming experiences. For Thai policymakers and tourism industry players, the lesson of the summer of 2025 is clear: building (or restoring) traveler confidence depends less on advertising and more on solving on-the-ground realities—ensuring human rights, upholding safety, and engaging openly with global concerns. Meanwhile, for would-be Thai globe-trotters, savvy research and situational awareness remain the best companions for any journey abroad.