But for Thailand campaigns actually don't really matter. Tourist come to Thailand because of the beaches. Period. Some take a cultural tour as well, and after that they go back to the beaches. Guess why Phuket and Pattaya are the main destinations?
Thailand also has quote a good return rate, because people just come back to places they like. The returning tourists are good income, and the new tourists from China are a nice thing on top, although they don't spend so much here per capita.
Now, as someone in charge of Tourism you should have an easy job. Make sure the main destinations are running smoothly, transport and beaches are in order, people are safe, food is available and that's it.
But that would be too easy. No matter who is in charge, they usually screw up. This time we so far had wristbands for tourists, confiscated beach chairs, urine controls in downtown Bangkok. We still have martial law, and recently the Department of Health proposed an alcohol ban for New Year and Songkran.
And Thailand has another advantage: The neighbouring countries are even less smart. Vietnam could easily take over by waving visa fees, and Myanmar by reducing prices for accomodation. But it seems both countries haven't really understood the value of tourism. Let's see if Malaysia steps in.
Right now, numbers are still down, because most news coming from Thailand are bad news. Chinese tourists are scared of the police controls, European tourists about martial law, and Russian tourists about safety. Thailand always went through a crisis quite well, from Tsunami to Yellow and Red Shirt protests. Let's see if this happens again. I do have doubts.