The Tourism Authority of Thailand (TAT) and UOB Thailand have introduced a new domestic tourism initiative, the "UOB x TAT Travel Thailand Together" campaign, set to run through 30 September 2026. This partnership aligns with TAT's broader "Feel All the Feelings" marketing push and is designed to drive spending at local businesses by offering UOB credit cardholders exclusive hotel privileges, cashback, and travel rewards.
Nithee Seeprae, TAT Deputy Governor for Marketing Communications, emphasized the campaign's role in inspiring Thai residents to discover more of their own country. "By connecting 'Feel All the Feelings' with relevant cardholder privileges and traveller rewards, TAT and UOB are supporting tourism businesses, generating spending in local economies, and creating further opportunities for domestic travel throughout the campaign period," he stated.
Data-Driven Incentives for Thai Travellers
UOB Thailand's credit card spending data from the first half of 2026 reveals that domestic travel and hotel expenditures rank among the top five categories for its cardholders. Suporntip Pongsachamnankit, Head of Credit Card Products at UOB Thailand, noted the sustained momentum in Thailand’s tourism sector driven by domestic purchasing power. "Leveraging our data capabilities, financial products, and extensive network of privileges and partnerships, we have developed this campaign to help our customers enjoy greater value when travelling within Thailand," she said.
The campaign offers UOB credit cardholders a 15% cashback on direct hotel accommodation payments in Thailand, excluding online travel agency bookings. Additionally, cardholders can receive gifts such as a Snoopy tumbler or a 20-inch luggage suitcase based on their spending thresholds. Registration is required via the UOB TMRW App or SMS, with privileges available until the end of September 2026.
This initiative reflects a broader trend in the Asia-Pacific region where tourism boards and financial institutions collaborate to stimulate domestic travel. Similar partnerships have been seen in other markets, such as the Macao Tourism Board's sports tourism campaign, 'MACAO, GET, SET, GLOW 2026', which also leverages consumer incentives to drive visitation.
For travel professionals, this campaign underscores the importance of direct booking channels and loyalty partnerships. Hotels in Thailand that are part of the UOB network stand to benefit from increased direct bookings, bypassing OTA commissions. Tour operators and local experience providers may also see a lift as cardholders seek to maximize their rewards.
The campaign's extended timeline—through September 2026—provides a stable framework for travel businesses to plan promotions and package offerings. It also highlights the growing role of data analytics in shaping tourism marketing, as UOB uses spending patterns to tailor benefits.
As Thailand continues to rebuild its tourism economy post-pandemic, domestic travel remains a critical pillar. The TAT-UOB partnership is a clear signal that financial incentives, when combined with compelling destination marketing, can effectively channel consumer spending toward local tourism enterprises.
