When I visited Ayutthaya Historical Park last week, I noticed some tourists posing for photos among the ruined temples while wearing classic period attire. My companions and I started to perspire under the brilliant blue sky and soaring temperatures, but they carried on happily exploring various places to take in the nostalgic atmosphere. I could not help but admire how eager they were to enjoy their vacation.
This scenario really became one we are familiar with after the popular comedy series Buppesannivas (Love Destiny) on Channel 3 in 2018 succeeded in reviving traditional Thai culture. Perhaps, that signalled the beginning of using soft power to promote different kinds of cultural tourism.
Another excellent example is the success of the Hollywood blockbuster The Beach in 2000, which starred Leonardo DiCaprio and exposed audiences to Koh Phi Phi's breathtaking Maya Bay, a pristine beach with turquoise waters in the Andaman Sea, turning the island into a well-known holiday destination on a global scale.
However, the burgeoning tourism sector and inadequate management have had a negative influence on the marine ecosystem. The 400m sand beach at Maya Bay used to draw almost 4,000 visitors daily before its temporary closure in 2018.
Recently, the popular Korean series King The Land, which was released on Netflix in June and ended two weeks ago, made a big buzz when it filmed various locations in Bangkok and Samut Prakan. Starring Lee Jun-ho, a member of the South Korean boy band 2PM, and Im Yoon-ah, a former member of the girl group Girls' Generation, the series was second on Netflix's Global Top 10 list for non-English shows in June with 17.5 million hours viewed or 4.7 million views, the streaming service reported.
Im Yoon-ah, who portrayed Cheon Sa-rang, and her companions surprised Thai fans by visiting famous sites in Bangkok and Samut Prakan, including Wat Arun, the Metal Castle in Wat Ratchanadda, Wat Pak Nam Phasi Charoen, the Giant Swing, Ong Ang Canal, Khao San Road, Iconsiam, Siam Square, Asiatique the Riverfront, Siri Sala Private Thai Villa, Mandarin Oriental Bangkok Hotel, and the Ancient City.
Apart from tourist attractions, the series also highlighted a number of Thai eateries, including the Vertigo & Moon Bar at the Banyan Tree Hotel. In an effort to capitalise on the popularity of the series, the Tourism Authority of Thailand expects to bring in at least one million Korean tourists this year.
In addition to drama series and movies, tech-savvy travellers may find holiday inspiration from the brand-new battle game Home Sweet Home: Online, which was released earlier this month. It's a collaboration between the TAT, Yggdrazil Group and Ogilvy (Thailand) to encourage travellers from all generations -- Gen Z, Gen Alpha and Native Digitals -- to visit Thailand.
"We recognise the appeal of the horror-adventure Home Sweet Home among global tech-savvy people, gamers and the superstitious in its storytelling that leverages Thai mythology, beliefs and culture. By supporting the launch of the latest edition, we aim to inspire players to turn their in-game experience into an actual cultural and spiritual trip to Thailand," said Nithee Seeprae, TAT deputy governor for digital research and development.
In order to discover Thai beliefs, mysteries, and mythology, players can immerse themselves in horror adventures and use various magical artefacts such as talismans to take on a troop of ghost and evil-inspired characters.
While navigating the visual experience, we can also visit various locations in Thailand, such as the Hala Bala Wildlife Sanctuary in Yala, the Khum Khun Phaen (a replica of an ancient Thai-style residence), and the Phimai Historical Park in Nakhon Ratchasima. TAT expects that the game will draw at least 500,000 players and raise awareness about Thai tourism among at least 900,000 people.
In South Korea, K-pop has evolved into a powerful tool for communication. To support Busan's bid to host the World Expo 2030, K-pop sensation BTS performed on a stage late last year for a two-hour free concert "BTS In Busan" which drew 50,000 concertgoers, and over 49 million people online.
Recently, data from Agoda showed a remarkable 8.7x rise in hotel searches in Singapore during Coldplay's concert in Jan 2024. According to its report, Singapore may anticipate an increase in visitors from Hong Kong, Thailand, the United States, Australia, Vietnam, India, the Philippines, and many other countries.
However, the surge is driven mainly by neighbouring countries Malaysia and Indonesia. The apparent rise corresponds with the sale of tickets for the highly anticipated six-day Coldplay concert tour, illuminating the clear significance of music as a primary driving force behind travel. Coldplay's "Music Of The Spheres World Tour" will include six shows and Singapore will be their primary stop in Asia.
"Music inspires a great deal of passion, and dedicated fans are remarkable as they will travel far and wide to see their favourite acts live. This spike in accommodation bookings is a testament to the undeniable lure of live musical experiences, showcasing the profound impact they have on travel decisions," said Enric Casals, regional associate vice-president of Southeast Asia at Agoda.
When travelling becomes a way of life, it depends on the individual to fulfil their wanderlust with a different destination or activity.
Pattarawadee Saengmanee is a feature writer for the Life section of the Bangkok Post.