New Thai tourism strategy: 'I Hate Thailand'

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New Thai tourism strategy: 'I Hate Thailand'
THAILAND - JUNE 15: Kamala Beach, Phuket, Thailand. (Photo by DeAgostini/Getty Images)
[UNVERIFIED CONTENT] Phuket @ Thailand
KO SURIN, THAILAND - 2014/03/02: A tourist climbs one of the boulders on a beach in Mu Koh Surin National Park. (Photo by Taylor Weidman/LightRocket via Getty Images)
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Narayana Song Suban, a royal barge, cruises down the Chao Phraya River during the rehearsal of Royal Barge Procession in Bangkok, Thailand, Friday, Nov. 2, 2012. The procession to make merit at a Thai Buddhist temple is scheduled for Nov. 9, 2012 after the Buddhist Lent has concluded. The procession was scheduled to take place last year but was delayed by the country’s worst flooding in half a century. (AP Photo/Sakchai Lalit)
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KRABI, THAILAND - 2013/11/10: Thai Speedboats closeup at Koh Chuek near Koh Lanta. (Photo by Olaf Protze/LightRocket via Getty Images)
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KRABI, THAILAND - 2013/11/06: Tourist Boat full of tourists arriving at Ao Nang Beach. (Photo by Olaf Protze/LightRocket via Getty Images)
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To go with AFP Story Thailand-lifestyle-tourism-crime,FEATURE by Daniel Rook This picture taken on February 14, 2013 shows a tourist on Patong beach in Phuket, southern Thailand. From jet ski scams to robbery, assault and even police extortion, for the millions of tourists who flock to Thailand each year the kingdom does not always live up to its reputation as the 'Land of Smiles'. Now following a flurry of complaints, governments are urging the country to do more to protect the safety of the record numbers of foreign visitors. AFP PHOTO / Nicolas ASFOURI (Photo credit should read NICOLAS ASFOURI/AFP/Getty Images)
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KOH SAMUI, THAILAND - OCTOBER 17, 2012: In the early morning, view on Lazy Days Samui Beach Resort at Lamai Beach on Koh Samui. (Photo by Adrian Streun/ASAblanca via Getty Images)
PHUKET, THAILAND - NOVEMBER 22: Mark Kok Loong Leong of Singapore competes in the Semi Final of the Men's Team Slalom Water Ski during the 2014 Asian Beach Games at Bangneow Dam on November 22, 2014 in Phuket, Thailand. (Photo by Quinn Rooney/Getty Images)
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Thai workers renovate decorations at Arun Temple in Bangkok, Thailand, Wednesday, Nov. 19, 2014.(AP Photo/Sakchai Lalit)
A tiger in the Kuchanaburi tiger temple, Thailand.
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BANGKOK (AP) - It's been a bad year for tourism in Thailand, and at first glance it looked like a new YouTube video was adding to the misery.

The video called "I Hate Thailand" drew more than 1 million views within days of being posted last week.

But it turned out the clip was produced by Thailand's tourism authority, using a counterintuitive strategy to attract tourists after the country's image was battered by a military coup in May and the brutal murders of two British tourists on an idyllic beach in September.

The 5-minute video shows an angry British tourist on a beach. He introduces himself as James and says his bag was stolen: "I hate this place. I hate Thailand," he tells a handheld camera. After mouthing off to a policeman, he meets an attractive Thai woman and finds reasons to like Thailand. In the end, the unshaven, bare-chested foreigner cleans up, puts on clothes, befriends the locals and gets his bag back - wallet, passport and all.

Several Thai newspapers reported the video as a real news item last week, prompting the Tourism Authority of Thailand to issue a press release Monday saying it was behind what it called the "romantic-comedy short film."

"There's been much hype and speculation following the release of the I Hate Thailand video," TAT Governor Thawatchai Arunyik is quoted as saying. "The intention of this video is solely to depict the renowned Thai hospitality."

The tourism authority said it was inspired by research showing that "unbranded" advertisements tend to receive more interest than conventional commercials.

The video, which bears no indication of being funded by the Thai government, was posted on a YouTube account that also gave no clue of ties to officialdom.

The strategy is part of a massive campaign to restore Thailand's battered image overseas and revive tourism, which accounts for about 7 percent of the economy.

The tourism authority has forecast that tourist arrivals for 2014 will drop for the first time in years, after a record year in 2013 when 26.7 million visitors came to Thailand.

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Online: Tourism Authority of Thailand's 'I Hate Thailand' video: https://www.youtube.com/watch?v=54uzEouACYs

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