Tourists boards have often used the supposed friendliness of locals to attract
Tourism Australia, however, dropped
a 2006 campaign that, after showing the country’s tourist attractions,
finished with the slogan “So where the b****y hell are you?” The AUS $180
million (£99m) campaign was pulled and broadcast of the television version
was banned by British regulators because of the use of a mild swear word.
Tourist boards’ attempts to lure more visitors have also attracted criticism.
Earlier this year the Singapore Tourist Board removed
from its Facebook page and Youtube channel a video whose aim was to lure
more Filipino visitors, after it conceded the awful script and dreadful
soundtrack “was not resonating well with audiences.”
Other campaigns have suffered from bad timing: a tourism campaign launched
with posters bearing the message “Hong Kong will take your breath away” came
shortly before an outbreak of SARS.
Tenerife locals told to be "nicer people"