Tourism Authority of Thailand

What Tourism Authority of Thailand does

The Tourism Authority of Thailand (TAT, การท่องเที่ยวแห่งประเทศไทย) is a Thai government state enterprise under the Ministry of Tourism and Sports, formally established by the Tourism Authority of Thailand Act B.E. 2522 (1979) with predecessor activities dating to 1960. TAT serves as Thailand's national tourism promotion agency, operating from its Bangkok headquarters at 1600 Phetchaburi Road with international offices in New Delhi and Beijing, plus domestic offices including TATIC (tourism intelligence center). The organization promotes Thailand to global traveler segments — including Chinese, Indian, UK, German, South Korean, Latin American, Middle Eastern, and ASEAN source markets — through roadshows, trade shows (ITB Berlin, WTM London, OTM Mumbai, Thailand Travel Mart Plus), destination marketing campaigns (Amazing Thailand, Healing is the New Luxury), and certification programs (Trusted Thailand, TAT Certified, STGs STAR, TravelGreenThailand).

TAT's technology stack centers on digital platforms (TAGTHAi with 4M+ downloads, Amazing Thailand app, TravelGreenThailand.com, TAT Data API), a Cross-Border QR Payment system enabling visitors from nine markets to pay Thai merchants via home banking apps, and AI-driven personalization through partnerships with Alipay+ (Voyager AI travel agent and behavioral rankings) and Mastercard (in-app chatbot). Under the 2026 Tourism Product Highlight initiative, TAT targets 36.7 million foreign arrivals and 3 trillion baht in total tourism revenue, pursuing wellness tourism leadership (US$42.7B wellness economy, third globally) anchored by 61 JCI-accredited hospitals and the BDMS Wellness Clinic partnership.

TAT's business model is government-funded rather than commercial: it operates on Ministry of Tourism and Sports budget allocations and generates economic value through tourism facilitation rather than direct revenue collection. Revenue streams are categorized as tourism promotion and marketing services plus tourism business support and certification, with no fees charged to tourists. The organization holds a 100% stake in Thailand Privilege Card Co., Ltd. (registered capital 1,000.12M baht), 50% in Sankamphaeng Hot Spring Enterprise (Royal Initiative JV), and 30% in Thai Longstay Management Co., Ltd., totaling approximately 1,030.27 million baht in subsidiary investments.

Name

Tourism Authority of Thailand

Legal name

Tourism Authority of Thailand (การท่องเที่ยวแห่งประเทศไทย)

Website

https://tat.or.th

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

501–1,000 employees

Short description

TAT is Thailand's government state enterprise under the Ministry of Tourism and Sports, promoting the country as a global destination across 20+ source markets through digital platforms, AI-powered campaigns, airline partnerships, and certification programs while operating on government budget rather than commercial revenue.

Ownership category

akta.pro rank

Product category

Tourism Promotion Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Tourism Trade & Services Exports Development (BPADAMAO)

akta.pro secondary industries

Eco-Certification, Auditing & Standards (Green Lodging, Tour Operator Certification) (THAAANAA), Visitor Management & Overtourism Mitigation (Capacity Controls, Permitting, Reservations) (THAAANAK), Community-Based & Indigenous Tourism Enablement (Local Ownership, Benefit-Sharing) (THAAANAI), Sustainability Training, Consulting & ESG Advisory (Operational Playbooks, Staff Training) (THAAANAL)

Keywords

• Destination marketing services
• Tourism promotion campaigns
• Travel certification programs
• Wellness tourism marketing
• Cultural tourism events

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Tourism Promotion and Marketing Services: As a government tourism authority, TAT generates revenue through promoting Thailand as a tourism destination, facilitating tourism businesses, and organizing events and campaigns that drive visitor arrivals and spending.
2. Tourism Business Support and Certification: TAT supports and certifies tourism operators through TAT Certified, STGs STAR, Trusted Thailand, and other certification schemes to elevate service quality and competitiveness.

Go-to-market motion3 records

Distribution channels8 records

Marketing channels12 records

Core offering

The Tourism Authority of Thailand promotes Thailand as a global tourism destination through marketing campaigns, international events, digital platforms, and partnerships with airlines, OTAs, and tourism operators. It supports the Thai tourism industry via certification programs (Trusted Thailand, TAT Certified, STGs STAR), operates digital platforms (TAGTHAi, Amazing Thailand app, TAT Data API, TravelGreenThailand), and runs flagship initiatives such as Healing Journey Thailand and Thailand Excellence 2026 to attract wellness, cultural, and leisure travelers from priority source markets.

Differentiator

Problem solved

Functional benefit

Brands

• Amazing Thailand: Primary national tourism campaign brand for promoting Thailand globally
• TAGTHAi (ทักทาย)
• Trusted Thailand
• TAT Review
• TAT Academy
• TAT Connex
• Thailand Tourism Awards

Products and services

• TAGTHAi National Tourism Platform Thailand's official national tourism mobile application providing travel booking, destination discovery, and itinerary planning for domestic and international travelers.
• Amazing Thailand App Official Thailand tourism application with AI-powered chatbot (powered by Mastercard) for personalized trip planning, safety guidelines, emergency contacts, and one-stop booking.
• TravelGreenThailand.com Government-backed digital platform promoting eco-friendly and responsible travel experiences, featuring sustainable itineraries and certified green accommodations for eco-conscious travelers.
• Trusted Thailand Certification Safety certification program for tourism establishments including hotels, restaurants, and attractions that meet strict safety and service standards; also used in TAT's partnership with China's Dida for Trusted Thailand distribution.
• TAT Data API Tourism data API service providing places, attractions, and activities data as a centralized hub for Thai tourism information available to developers and partners.
• TAT Academy Academic development center for tourism marketing providing structured courses and knowledge transfer programs for tourism professionals and operators.

Quantifiable outcome

• Thailand wellness tourism sector valued at US$14 billion with 36.4% year-on-year increase
• +4 more outcomes

Named customers1 record

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability6 records

Feature4 records

Partnerships

20 partnerships are on record, tiered core, flagship and minor.

• Bank of ThailandcoreStrategic or Co-development Partner · 28 June 2026Cross-Border QR Payment project enabling international visitors from China, Singapore, Malaysia, Indonesia, Vietnam, South Korea, Laos, Cambodia, and Hong Kong to pay Thai merchants directly using home mobile banking apps or e-wallets without cash or currency exchange.
• Prince of Songkla UniversitycoreStrategic or Co-development Partner · 11 June 2026Academic partnership for Thailand Surf Therapy Real Experience and Trust Building Journey, combining surf therapy with science-based wellness offerings under the healing tourism strategy.
• Vietnam AirlinescoreChannel Partner/ Reseller/ Distributor · 29 May 2026Landmark tourism partnership marking 50 years of diplomatic relations, including new Ho Chi Minh City-Phuket direct flight launching July 2, 2026 with 4 weekly round-trip flights, targeting 67 weekly flights between Vietnam and Thailand.
• Fairfest MediacoreGTM or Marketing Partner · 28 May 2026OTM 2026 partnership - Asia's leading travel trade show hosting 2,200+ exhibitors from 60+ countries and 50,000+ visitors where TAT announced 2.55 million Indian visitor target and THB 93 billion revenue goal.
• Alipay+ (Ant International)coreStrategic or Co-development Partner · 15 May 2026AI-powered campaign with four themed rankings (Thai Haokan, Haochi, Haowan, Haozhu) based on AI-driven cross-border traveler behavior data, offering personalized trip planning through Alipay+ Voyager AI travel agent and Thailand destination benefits card.
• Waves for ChangecoreStrategic or Co-development Partner · 27 April 2026Surf therapy initiative in Phang-nga integrating international surf therapy techniques with local Thai identities, developed in collaboration with Prince of Songkla University and La Vita Sana, to position Thailand as premier wellness destination.
• DidacoreTechnology or Integration · 24 April 2026B2B travel distribution partnership for Trusted Thailand initiative targeting high-quality luxury and wellness travelers. Dida processes 5-6 billion daily searches and uses AI to help Thai hotel partners predict demand and improve revenue management.
• China AirlinescoreChannel Partner/ Reseller/ Distributor · 22 February 2026Special 2026 promotion with discounted long-haul fares for North American travelers under 'Healing is the New Luxury' theme, operating multiple gateways including Los Angeles, San Francisco, New York, Seattle, Phoenix, and Vancouver.
• WeTV/Tasteful Thailand ConsortiumcoreGTM or Marketing Partner · 13 February 202610-episode premium food documentary showcasing Thai cuisine with Michelin-recognized chefs, backed by TAT, CP Food, and WeChat Pay to promote gastronomic tourism in Chinese market.
• BDMS Wellness ClinicflagshipStrategic or Co-development Partner · 11 February 2026Flagship partnership for Wellness Hub Thailand initiative positioning Thailand as a premier global wellness destination. BDMS operates 61 JCI-accredited hospitals contributing to Thailand's $42.7 billion wellness economy.
• VR One World (Thailand) Co LtdflagshipStrategic or Co-development Partner · 7 January 2026Thai-Belgian joint venture operating Tomorrowland Thailand debut December 11-13, 2026 at Wisdom Valley, Chonburi, expected to host 50,000 daily attendees with 60%+ overseas visitors and generate 21 billion baht in economic value.
• CitilinkminorChannel Partner/ Reseller/ Distributor · 17 December 2025New Jakarta-Bangkok flight service operating daily with Airbus A320, offering about 5,400 seats monthly to strengthen Indonesian tourism to Thailand.
• SCAT AirlinesminorChannel Partner/ Reseller/ Distributor · 17 December 2025New Shymkent-Bangkok route operating twice weekly with Boeing 737-800 aircraft to enhance connectivity between Thailand and Kazakhstan.
• Tourism CarescoreStrategic or Co-development Partner · 12 December 2025Hosting partnership for Tourism Cares Global Meaningful Travel Summit in September 2025, contributing to sustainable tourism positioning and responsible travel practices.
• Royal EnfieldminorGTM or Marketing Partner · 12 December 2025Motorcycle journey with 12 Asia-Pacific influencers showcasing Bangkok, Trang, Phatthalung, and Songkhla, generating 355 content pieces viewed by 14+ million people.
• Thai AirAsia X and Thai Lion AirminorChannel Partner/ Reseller/ Distributor · 6 December 2025Three new routes connecting Sendai, Hokkaido, and Osaka to Bangkok launched in December 2025 to boost Japanese visitor arrivals.
• Etihad AirwayscoreChannel Partner/ Reseller/ Distributor · 7 November 2025New Abu Dhabi-Chiang Mai route with 4 weekly flights attracting Middle Eastern, European, and American travelers as part of TAT's Airline Focus strategy targeting 850,000 Middle East arrivals.
• World Travel Market (WTM) LondoncoreGTM or Marketing Partner · 6 November 2025TAT promoting 'Senses of Siam: A Journey to Total Well-being' theme at WTM 2025 with 50 Thai tourism businesses, cultural demonstrations, and health tourism focus.
• Norse Atlantic AirwayscoreChannel Partner/ Reseller/ Distributor · 29 October 2025New London-Gatwick to Bangkok route as part of winter schedule until April 2026, targeting over a million UK travelers and 70+ billion Baht revenue through joint marketing campaigns.
• Trip.comcoreChannel Partner/ Reseller/ Distributor · 10 September 2025'Go Thailand' campaign offering up to 50% discounts on hotels, flights, and local activities across 16 international markets, running September 9 to October 31, 2025.

Scale indicators17 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Singapore Tourism Board: Statutory board under Singapore's Ministry of Trade and Industry driving destination marketing, events, and MICE tourism — most comparable Southeast Asian national DMO to TAT in mandate and operating model.
• Visit Dubai (Dubai Department of Economy and Tourism): Government-backed destination marketing organization promoting Dubai's tourism, events, and luxury segments — directly comparable high-ambition DMO competing in long-haul and emerging-source markets.
• Brand USA: Public-private partnership destination marketing organization for the United States — directly comparable national DMO model combining public funding, private partners, and international market offices.
• Visit Indonesia (Ministry of Tourism and Creative Economy): Indonesia's national tourism authority promoting destination branding and digital tourism — directly comparable DMO competing in the same intra-Asian and emerging-market source pools as TAT.
• Korea Tourism Organization (KTO): State-funded tourism promotion organization under the Ministry of Culture, Sports and Tourism of Korea — directly comparable mandate to drive inbound arrivals from priority long-haul and intra-Asian markets.
• VisitBritain: National tourism agency for Great Britain focused on inbound marketing and international market growth — directly comparable in long-haul audience development and trade-show strategy.
• Tourism Malaysia: Malaysian national tourism promotion agency under the Ministry of Tourism, Arts and Culture — directly comparable regional DMO competing for intra-ASEAN and Muslim-traveler segments.
• Tourism New Zealand: National DMO for New Zealand performing destination marketing, international market development, and tourism trade engagement — directly comparable mandate and structure to TAT.
• Japan National Tourism Organization (JNTO): National tourism promotion agency of Japan promoting inbound tourism, regional dispersion, and cultural experiences — directly comparable to TAT in regional source-market strategy and government structure.

Broad incumbents

• Trip.com Group: Global OTA platform and a core distribution partner for TAT's 'Go Thailand' campaign — adjacent incumbent that owns significant traveler demand and competes for the same promotional budget allocation that TAT directs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tourism Authority of Thailand