Ultimate Thailand Explorers: Using social media and cash to boost tourism

"Ultimate Thailand Explorers" applicants must first put themselves at the mercy of the world's YouTube viewers.

In the face of airport mafia scandals and unflattering documentaries, Thailand’s hard-working Tourism Authority has launched "The Ultimate Thailand Explorers" in an attempt to boost the country’s bruised image in the run-up to the high season.

Five winning teams from around the world will be sent out on six all expenses-paid experiences exploring Bangkok, Phuket, Pattaya, Chiang Mai and Koh Samui. Each day the teams will visit attractions and take part in activities at their chosen destinations and then share their experiences online through videos, photos and stories on social media sites like YouTube, Facebook, Twitter and the official Ultimate Thailand blog.

Online voting will determine which team wins the Ultimate Thailand Explorers top prize of US$10,000 cash, a holiday package valued at US$3,000, round-trip air tickets from Bangkok to Chiang Mai, Blackberry cell phones, a 10,000 baht gift voucher at Siam Paragon and spa treatments.

So far, most of the entry videos are pretty dull. But if this contest is in line with its reality travel TV predecessors expect a token old couple, two hot girls, some rambunctious college boys, a gay couple and an ignorant husband-wife team.

But why Pattaya? The city has certainly improved upon its seedy image in recent years but it's going to be hard to portray it in any light other than red.

Still, the clever use of social media will likely pay off for the Tourism Authority and give Thailand some sorely needed positive exposure. We're curious to see how it turns out.