The Tourism Authority of Thailand (TAT) and Dida today announced a strategic partnership with the signing of a Letter of Intent (LOI), selecting Dida as its lead digital distribution partner for the “Trusted Thailand” initiative in the China market.
The agreement was signed at Dusit Thani Bangkok by Ms. Thapanee Kiatphaibool, Governor of TAT, and Mr. Daryl Lee, Group CEO of Dida Holdings.
A Shared Vision: Healing is the New Luxury
The partnership is rooted in TAT’s “New Thailand” vision and its flagship “Amazing Thailand” campaign, centered on the theme: “Unforgettable Experience: Healing is the New Luxury.”
Under this vision, Thailand is positioned not merely as a destination, but as a sanctuary, a place where travellers can restore balance, reconnect with purpose, and return home inspired. TAT’s strategy rests on three pillars: strategic market expansion, digital innovation, and the “Trusted Thailand” initiative - a commitment to setting a new gold standard for safety, quality, and authenticity across the tourism ecosystem.
The TAT-Dida partnership is designed to bring this vision to life in the China market.
Winning Travel Decisions Earlier in the Journey
Today’s travel decisions are increasingly made before a traveller ever reaches a booking platform. Inspiration, intent, and destination choice are now shaped earlier through social content, peer influence, and digital discovery.
By combining TAT’s national tourism strategy with Dida’s demand intelligence and distribution capabilities across Xiaohongshu, Wechat and ecosystem partners such as Tencent and Huawei, the initiative aims to connect inspiration directly to booking seamlessly and at scale.
Building Confidence in a More Sensitive Travel Environment
The partnership also reflects a shift in traveller behavior, where confidence and trust play an increasingly central role in decision-making.
In a fast-moving information environment, traveller sentiment can change quickly. The “Trusted Thailand” initiative addresses this by combining Thailand’s on-the-ground safety infrastructure, tourist police, a 24-hour multilingual hotline, and real-time support systems with proactive communication and demand shaping in the China market.
“True luxury is no longer defined by a price tag, it is defined by experiences that nourish the soul,” said Ms. Thapanee Kiatphaibool, Governor of TAT. “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.”
Dida Commits Immediate Investment to Accelerate Execution
To ensure rapid execution, Dida will launch a dedicated “Trusted Thailand China Acceleration Program.” As part of this initiative, Dida has committed a minimum of RMB 2.5 million over the next 90 days, starting immediately, to drive demand generation, content development, and experience-led product creation for Thailand in the China market.
“This partnership is built on the foundation that TAT has already established providing a genuine commitment to safety, authenticity, and experience,” said Daryl Lee, Group CEO of Dida Holdings. “In today’s market, travellers 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”
Setting a New Benchmark for Tourism Growth
By aligning data-driven demand creation with TAT’s vision for sustainable, experience-led tourism, the TAT-Dida partnership aims to establish a new model for how destinations engage with the modern traveller, one that attracts higher-value visitors, extends tourism benefits to emerging destinations across the Kingdom, and builds the long-term traveller confidence that turns first-time visitors into loyal advocates for Thailand.
