Monday, June 2, 2025
On June 2, 2025, the Tourism Authority of Thailand (TAT) and Grab (Thailand) introduced a new campaign called Tiew Tua Thai Suk Kan Yai Wai Jai Grab (Explore Thailand, Enjoy More, Trust Grab), aimed at reigniting travel interest both domestically and internationally. This initiative encourages tourists to explore Thailand’s iconic landmarks as well as its hidden gems, highlighting the country’s rich culture, natural beauty, and local charm. Through this campaign, TAT hopes to bolster tourism recovery and provide both local residents and foreign visitors with an exciting and seamless way to discover all that Thailand has to offer.
The campaign leverages Grab’s digital platform, ensuring that every journey is easy, well-connected, and worry-free. By utilizing Grab’s services, travelers can explore Thailand with added convenience and confidence. With an emphasis on domestic tourism, the campaign aims to inspire Thai residents to rediscover their country and enjoy the unique experiences that might have been overlooked in the past.
Thailand’s Tourism Revival: A Year-Round Effort
As part of Thailand’s ongoing tourism strategy, the campaign is positioned within the broader framework of TAT’s Amazing Thailand Grand Tourism and Sports Year campaign. Apichai Chatchalermkit, TAT’s deputy governor for the domestic market, emphasized that the goal is to drive tourism consistently throughout the year, ensuring a steady flow of visitors and a diversified tourism experience. The strategy will focus on promoting Thailand’s 55 must-visit provinces through local stories and fresh perspectives, aimed at revealing the country’s hidden beauty and fostering a deeper connection with the culture and landscapes.
A key component of this initiative is strengthening travelers’ confidence, particularly after the global challenges posed by the COVID-19 pandemic. TAT and Grab’s collaboration supports a sustainable and appealing image for Thai tourism, which is increasingly crucial as the industry seeks to recover and grow in the post-pandemic world. The focus on domestic travel, combined with the convenience of Grab’s platform, is expected to increase local engagement and encourage Thai residents to explore their own country.
For the global travel industry, this campaign presents an opportunity to draw in international visitors, particularly from neighboring countries in Southeast Asia and beyond. Thailand has long been a top destination for international tourists, and this partnership with Grab is designed to ensure that Thailand remains a competitive and attractive destination for travelers from key markets like China.
Leveraging Social Media Influence to Boost Tourism
A standout aspect of the Explore Thailand, Enjoy More, Trust Grab campaign is the involvement of two of Thailand’s most popular stars, Ling Ling (Sirilak Khong) and Aom (Kornnaphat Settharattanapong). The duo has been selected as “Friends of Grab” and will play a significant role in promoting travel across the country. Both influencers have a massive following, particularly in Southeast Asia, and their involvement is already proving to be a powerful tool for the campaign.
Within the first 24 hours of the media blitz, the campaign quickly topped X’s trending list, generating over 2.3 million engagements and more than a million reposts. The influence of Ling Ling and Aom, who have a pan-Asian following, is expected to further drive tourism, especially from regional markets like China. Their participation brings significant visibility to the campaign, positioning Thailand as an attractive destination for international travelers who follow their social media content and admire their influence.
For the travel industry, this marks an important shift in how destinations are marketed, with a growing focus on influencer-driven tourism campaigns. By harnessing the power of social media and leveraging the star power of influential figures, Thailand’s tourism sector can attract younger, digitally-savvy travelers who are more likely to engage with brands and destinations through social media channels.
Grab’s Role in Connecting Travelers to Thailand’s Hidden Gems
Grab, as the official partner of TAT and a key member of the Tourism Taskforce, has played a central role in the campaign’s execution. Chantsuda Thananitayaudom, Grab Thailand’s country head, emphasized the company’s commitment to supporting the recovery and growth of Thailand’s tourism sector. Grab’s services continue to evolve to meet the needs of travelers, and the campaign’s focus on promoting lesser-known destinations across Thailand aligns perfectly with Grab’s mission of providing seamless connectivity between major cities and remote, hidden gems.
The partnership with Grab enhances the travel experience by offering reliable transport options that make exploring Thailand’s rural areas, smaller towns, and natural attractions much easier. For tourists seeking to venture beyond the typical tourist hotspots, Grab’s platform allows for smoother transitions between destinations, helping travelers access parts of Thailand that are often overlooked. By supporting this initiative, Grab is not just offering transportation services but is also playing an active role in revitalizing Thailand’s tourism industry.
For the broader travel and transport industries, the campaign illustrates how digital platforms can be leveraged to enhance the tourist experience. This digital shift towards more connected, on-demand travel solutions will continue to shape how tourists explore destinations in the future. As Grab and TAT work together to showcase the diversity of Thailand’s tourism offerings, it highlights the importance of integrating technology into travel, making it more efficient, flexible, and enjoyable for visitors.
Impact on Tourism and Travel Behavior: Shaping the Future of Travel in Thailand
This campaign is not just about increasing awareness of Thailand’s landmarks but also about encouraging travelers to engage with the country on a deeper level. By emphasizing cultural experiences, nature-based tourism, and hidden gems, the initiative aligns with the global shift toward more immersive and sustainable travel experiences. In an era where travelers are increasingly seeking responsible and meaningful tourism, Thailand’s emphasis on showcasing its authentic local stories provides a perfect opportunity to cater to these evolving preferences.
For global travelers, this campaign offers an opportunity to explore a destination that goes beyond the traditional tourist experience. With a focus on sustainability and local culture, the promotion of Thailand as a country of discovery taps into a growing interest in eco-tourism and cultural exchange. Tourists can expect a more personalized travel experience that allows them to engage with the local community and environment in a way that is both rewarding and responsible.
The travel industry is moving toward experiences that emphasize deeper connections with destinations, and this campaign is perfectly aligned with that trend. By promoting both popular and off-the-beaten-path locations in Thailand, the initiative will contribute to a more diverse, sustainable, and resilient tourism economy. It is expected to help spread the benefits of tourism more equitably across the country, encouraging travel to regions that may not typically see the same volume of visitors as Thailand’s more famous cities.
Tourism and Economic Growth: A Win for Thailand’s Future
The launch of this campaign is not only beneficial for tourism but also for Thailand’s broader economic growth. Tourism plays a critical role in Thailand’s economy, and initiatives like this one help to ensure the country remains a major player in the global tourism market. By attracting both domestic and international visitors, the Explore Thailand, Enjoy More, Trust Grab campaign will contribute to the growth of the hospitality, transportation, and retail sectors.
As travelers explore new destinations across the country, they will contribute to the local economy by spending on hotels, dining, activities, and souvenirs. This influx of tourism dollars will support businesses large and small, from hotels and restaurants to tour operators and local artisans. The campaign also encourages collaboration between the public and private sectors, as tourism authorities and service providers work together to provide a seamless travel experience for visitors.
The long-term impact of this initiative is expected to be profound, helping Thailand recover from the economic challenges of the past and set the stage for a more sustainable and diversified tourism economy. By promoting responsible travel and showcasing the country’s rich cultural heritage and natural beauty, the campaign will lay the foundation for a brighter future for Thailand’s tourism industry.
Conclusion: A Promising Future for Thai Tourism
The launch of the Explore Thailand, Enjoy More, Trust Grab campaign signals a new chapter for Thailand’s tourism industry. By promoting local stories, cultural experiences, and hidden gems, the campaign will not only help boost tourism but also create more sustainable travel opportunities for both domestic and international visitors. With the support of Grab’s digital platform and the influence of Thai celebrities, the campaign is poised to make a lasting impact on Thailand’s tourism sector.
As travelers continue to seek out more meaningful and responsible travel experiences, Thailand’s focus on ecotourism, cultural heritage, and local engagement positions the country as a leader in the future of tourism. This collaboration between TAT and Grab is just the beginning of a new era for Thailand’s tourism industry, one that is built on sustainability, local authenticity, and seamless travel experiences. For the global travel industry, this initiative showcases how digital platforms and innovative partnerships can drive tourism growth and create more personalized and sustainable travel options for tourists.
