With some 20% of its economy based on tourism, you would expect Thailand's marketing gurus to dream up innovative slogans. They have given us such enduring catch lines as "Amazing Thailand" and "Smooth as Silk" for Thai Airways International. The latest is "Phuket Sandbox" as a pillar for the country's post-COVID-19 tourism recovery program. Thais love a good pun -- and "Sandbox" isn't bad. It evokes both the beach resort's key attraction and the experimental ring-fencing of Phuket Island from the rest of Thailand.
Back on the beach in Thailand's model 'sandbox'
Ring-fencing of resort island shows possible way forward for tourism