Bangkok — The Tourism Authority of Thailand (TAT) and global travel technology firm Dida have formalized a strategic partnership aimed at strengthening Thailand's appeal to Chinese travelers. The letter of intent was signed on 21 April at the Dusit Thani Bangkok by TAT governor Thapanee Kiatphaibool and Dida Holdings CEO Daryl Lee.
Under the agreement, Dida becomes TAT's lead digital distribution partner for the "Trusted Thailand" initiative in the Chinese market. The partnership aligns with TAT's New Thailand vision and the flagship Amazing Thailand campaign, which this year focuses on the theme "Unforgettable Experience: Healing is the New Luxury."
Trusted Thailand: A Framework for Confidence
Kiatphaibool emphasized that the initiative redefines luxury for modern travelers. "True luxury is no longer defined by a price tag; it is defined by experiences that nourish the soul. Through Trusted Thailand, we are ensuring that every visitor arrives not just with excitement, but with confidence, trust, and the certainty that Thailand will deliver an unforgettable experience," she said.
The Trusted Thailand program is built on three pillars: strategic market expansion, digital innovation, and a commitment to safety, quality, and authenticity across the tourism ecosystem. For Chinese travelers, the program includes on-the-ground safety infrastructure, tourist police, a 24-hour multilingual hotline, and real-time support systems with proactive communication.
Dida's Role: From Inspiration to Booking
To accelerate execution, Dida has committed a minimum of RMB 2.5 million over the next 90 days to launch a dedicated Trusted Thailand China Acceleration Programme. This investment will fund demand generation, content development, and experience-led product creation for Thailand in the Chinese market.
Lee explained the strategic timing: "This partnership is built on the foundation that TAT has already established, providing a genuine commitment to safety, authenticity, and experience. In today's market, travelers decide where they want to go long before they open a booking platform. Our role is to ensure Thailand is present at that earlier moment, when inspiration becomes intent. This is about turning trust into real demand."
Dida will leverage its demand intelligence and distribution capabilities across platforms such as Xiaohongshu, WeChat, and ecosystem partners including Tencent and Huawei. By connecting inspiration directly to booking, the initiative aims to create a seamless path from discovery to purchase at scale.
For more on Dida's broader strategy in China, see our coverage of the Dida Engage Roadshow 2026 and insights from Dida's Frank Wöller on Thailand's top source markets.
A New Model for Destination Engagement
The TAT-Dida partnership aims to establish a new model for how destinations engage with modern travelers. By combining TAT's national tourism strategy with Dida's data-driven demand creation, the initiative seeks to attract higher-value visitors, extend tourism benefits to emerging destinations across Thailand, and build long-term traveler confidence that turns first-time visitors into loyal advocates.
Thailand is positioning itself as more than a destination — it is a sanctuary where travelers can restore balance, reconnect with purpose, and return home inspired. The Trusted Thailand initiative is proof of TAT's commitment to setting a new gold standard for safety, quality, and authenticity across the tourism ecosystem.
As travel decisions are increasingly shaped by social content, peer influence, and digital discovery before a traveler even logs into a booking platform, the partnership between TAT and Dida represents a strategic move to capture that early moment of inspiration and convert it into tangible demand for Thailand.
