International perceptions of instability in the region delivered Thailand a bonus gift and exchange rates following the Asian crisis, allowed Thailand to capitalise on their existing competitive brand strength as a low cost and "exotic" travel destination. Incoming foreign mullah was needed, and the government also got it two ways by increasing taxes such as doubling visa costs and airport departure taxes.

However, like all Asian countries, but possibly not quite as acutely, Thailand has suffered from the post 9/11 fall in tourism.

Most Asian government travel bodies have already woken up to the fact that intra-Asian tourism may be just as useful for revenue as the non-Asian dollar. Immediately following the crisis, many Asians rather than cancelling holidays, merely changed their bookings to closer destinations.

According to the Bangkok Post, the Asia Pacific's biggest 'travel distributor system' 'Abacus' is sold on Thailand's strengths.

"...More than 85% of Asia-Pacific tourists come from the region itself, while almost 80% of visitors to Thailand come from other Asian countries. As an Asia-Pacific based organisation, Abacus had a commitment to encourage more intra-regional travel..."

Competition is increasing for the darling of the Asia Pacific tourist market however. Top competitor Bali Indonesia, will bounce back as focus on Indonesian instability reduces, and new competitors like Vietnam and even Cambodia are vying for the "exotica" brand.

No competition of course for that from neighbouring Singapore or Malaysia, where elephants just dont stroll down the streets and eating from street stalls is seen as passe. Malaysia has a price advantage to Singapore, but not yet the easy and quick transfers to compete as a tourism hub.

Asian travellers of course are not looking for exotica of course. In fact the less the better. Comfort and Modernity head their their list of needs according to tourism research conducted by Orient Pacific Century.

Thailand is suddenly competing on a playing field that is levelling out, and with the TAT still somewhat in turmoil following enforced changes at the top, its going to be a tougher fight, despit Thailand's still dominant brand recognition among both regional and international travellers.

Are we the only ones who are thinking that the 'Amazing Thailand' brand may well have reached it's shelf life already?