Bangkok, 13 November 2025 – The Tourism Authority of Thailand (TAT), Ministry of Tourism and Sports, in collaboration with public and private sector partners, has announced the nationwide rollout of the Trusted Thailand certification programme. The initiative aims to strengthen international confidence and enhance Thailand’s reputation for safety and quality, sending a clear message that the kingdom is ready to welcome more international visitors.
Presiding over the event, Mr. Artthakorn Sirilatthayakorn, Minister of Tourism and Sports, said “The Trusted Thailand stamp serves as a visible assurance of safety and reliability, encouraging travellers – particularly from China – to return to Thailand with renewed trust. The initiative aligns with the government’s policy of prioritising continuous confidence-building among international visitors through upgraded safety standards, inter-agency coordination, accurate communication, and enhanced visitor facilitation.”
The event was held in the presence of Mr. Yang Xiaolong, Cultural Counselor of the Embassy of the People’s Republic of China in Thailand, and Ms. Thapanee Kiatphaibool, TAT Governor, and was joined by representatives from the Department of Tourism, Department of National Parks, Wildlife and Plant Conservation, Department of Health, Tourism Council of Thailand, Thai Hotels Association, Thai Chamber of Commerce, Thai Retailers Association, Ratchaprasong Square Trade Association, Thai Amusement and Leisure Park Association, Trip.com Group Limited, Agoda Services Co., Ltd., Grab Thailand, and other partner organisations.
Mr. Yang Xiaolong said that over the past 50 years of diplomatic relations between China and Thailand, the two nations have enjoyed steady and profound growth in their friendship – including in the field of tourism. He emphasised that safety is a key factor influencing travellers’ decisions, and therefore, Thailand’s initiation of the Trusted Thailand project is a highly commendable milestone. The initiative, he added, represents a symbol of cooperation, responsibility, and genuine commitment to providing Chinese tourists with safe and high-quality travel experiences in Thailand.
The Trusted Thailand stamp is part of TAT’s long-term strategy to raise Thailand’s tourism safety standards both systemically and symbolically. Participating operators are evaluated across four key areas: general safety measures such as CCTV, emergency response systems, and disaster preparedness; secure and transparent payment systems through recognised platforms such as Alipay and WeChat Pay; multilingual communication and professional visitor care; and safe, accessible transport routes with clear signposting and information points. The certification is valid for two years.
More than 5,000 operators nationwide are expected to register for the assessment, covering hotels and accommodation, restaurants, attractions, shopping centres, and recreational venues. Certified businesses will receive promotional support on Trip.com and through TAT’s domestic and international communication channels.
Ms. Thapanee Kiatphaibool, said “The Trusted Thailand stamp represents both a quality benchmark and a shared mission between the public and private sectors to reaffirm Thailand’s position as a safe, high-quality, and reliable destination. It reflects Thailand’s enduring spirit of hospitality – defined by Thai smiles, friendship, and cultural charm – and its unwavering commitment to ensuring every traveller’s experience is safe, worry-free, and filled with trust, quality, and care.”
As Thailand and China celebrate the 50th anniversary of diplomatic relations this year, Chinese tourists account for about 15 per cent of total arrivals in the first 10 months of 2025 – approximately 3.7 million out of 26.7 million international visitors. The Trusted Thailand initiative is set to play a key role in achieving the 2026 tourism revenue target of at least 2.8 trillion Baht.
Operators can register for evaluation at www.tourismthailand.org/trustedthailand or contact LINE Official Account: @trustedthailand and 1672 Travel Buddy for more information.
