Personally, I attribute Morales the increased international attention towards Bolivia. I often say, Morales put Bolivia on the map.
I recall that before Morales there was little interest (internationally) on Bolivia. The majority of the media coverage was about Bolivia's drug war and the ocasional political event report.
In contrast now almost every day there are reports over what Morales said and what he did not. Controversial as it is, Morales provides for continued food for polemic and controversy seeking journalists.
Not to mention the newsworthy significance of his coming to the presidency of Bolivia.
I agree. Though Bolivia (briefly) popped on the map (especially in the anti-globalization camp) in October 2003 as one of the big popular uprisings of the time.