Community is not the shortcut
It is the long-term future
Last month, I had the privilege of presenting the Sawadi Club project at the annual TLN Convention. Standing in front of colleagues from around the world, I was not presenting a marketing campaign. I was presenting a different way of thinking about marketing altogether.
Community marketing is not the easy way. It does not fit neatly into quarterly reports or media plans, and it is not always the simplest story to explain. It asks us to measure things marketers have traditionally struggled to quantify: belonging, identity, loyalty, trust, and the emotional strength of the relationship between people and a brand.
Sawadi Club began with a simple observation: for thousands of Israelis, Thailand is far more than a holiday destination. It is part of who they are. More than 410,000 Israelis visited Thailand in 2025, with many returning for the second, third, or even tenth time. Israel also showed the strongest growth from 2024, even while facing the challenges of war. Our mission was not to advertise Thailand — it was to give these people a place to belong.
Today, the community includes thousands of followers, hundreds of active subscribers, a core leadership group, cultural festivals, local gatherings, and partnerships that transform affection into action and create new resources. Community members have become active players in shaping messages of responsible tourism and building direct bridges between travelers and hosts.
I believe this is the future of destination marketing: communities of destination lovers around the world, not as consumers, but as ambassadors. People who promote a destination because they genuinely care for its people and culture.
This is not the fastest or easiest path to growth. But it may be the most enduring one.
For tourism boards, brands, and organizations interested in implementing community-based marketing models, I offer dedicated workshops and strategic guidance. Feel free to contact me: imri@terranova.co.il