Bangkok, 14 October 2026 – The Tourism Authority of Thailand (TAT) and Tripadvisor have signed a Letter of Intent (LOI) as TAT moves forward with the “Transform Together” strategic move under “The Year of Transformation” tourism direction for 2027, aimed at positioning the kingdom towards becoming “Asia’s No.1 High-Value & Meaningful Destination”.
The LOI was signed today by Ms. Parichat Boonclai, TAT Deputy Governor for Marketing Communications and Mr. Scott Wegener, Director, Enterprise Sales, Asia Pacific, Tripadvisor. Ms. Thapanee Kiatphaibool, TAT Governor, witnessed the signing, together with executives and representatives from TAT and Tripadvisor.
Ms. Thapanee said, “The next chapter of Thai tourism will be defined not by how many people travel, but by the value and meaning their journeys create. We want Thailand to be a destination where travellers can heal better, live longer and feel better, while every journey creates lasting value for our communities and tourism industry. ‘Transform Together’ is how we turn that ambition into action, bringing the right partners, insights and capabilities into one ecosystem to shape a more competitive, resilient and sustainable future for Thai tourism.”
The agreement provides a broad framework for TAT and Tripadvisor to jointly promote Thailand’s tourism image and TAT campaigns, exchange data and insights on traveller behaviour and emerging trends, and explore digital opportunities to increase the international visibility of Thai destinations, experiences and tourism businesses.
The collaboration puts “Transform Together” into practice by combining TAT’s destination marketing expertise with Tripadvisor’s global platform, traveller insights and digital capabilities. It reflects TAT’s evolving role from Tourism Promoter to Tourism Ecosystem Orchestrator, connecting travellers with destinations, communities, tourism businesses, technology and global partners to create greater value across the visitor economy.
Traveller insights generated through the collaboration can help TAT identify changing motivations and high-potential markets, while connecting relevant audiences with Thailand’s diverse tourism experiences. This supports TAT’s direction to elevate Thailand as a “Meaningful Destination” under the concept “Healing is the New Luxury”, drawing on the kingdom’s strengths in wellness, culture, gastronomy, nature, local wisdom and Thai hospitality.
