As part of the Amazing Thailand Grand Tourism and Sports Year 2025 initiative, the Tourism Authority of Thailand (TAT) launches its global campaign Be My Guest.
Representing the Grand Celebration pillar of the year-long initiative, Be My Guest seeks to amplify the country’s cultural influence internationally through two key programmes: the Be My Guest Soft Power Fam Trip and Rhythm of Thailand.
The campaign also aims to attract high-value tourism and promote sustainable travel across emerging destinations.
Creating economic value via cultural storytelling
A key pillar of Thailand’s Soft Power strategy, Be My Guest reflects the government’s ambition to position the country as a premier Tourism Hub while creating economic value through cultural storytelling.
The campaign merges heritage and innovation, pairing immersive Thai experiences with contemporary content creation to forge global awareness of Thai identity.
According to TAT governor Thapane Kiatphaibool: “This campaign is about more than tourism: we’re inviting the world to see Thailand through the eyes of those who live it; namely artists, chefs, creators, and communities. Be My Guest allows our heritage to speak for itself, sparking admiration through real stories and shared moments. This is where Soft Power becomes a true influence by forging connections through culture, creativity, and authentic collaboration.”
The campaign officially took effect yesterday, 26th June and will run until Tuesday, 1st July. featuring both strategic storytelling and experiential tourism.
A warm welcome to immersive experiences
The Be My Guest Soft Power Fam Trip will welcome over 20 prominent international guests, including celebrities, embassy-nominated guests, entrepreneurs, and influencers, to explore curated routes through three culturally rich provinces: Samut Songkhram, Sukhothai, and Chanthaburi.
These routes are shaped by the Thailand in the Box concept, which offers a compact yet complete immersion into Thai food, history, craft, and lifestyle, reflecting the country’s multi-dimensional identity.
Simultaneously, the Rhythm of Thailand initiative will pair ten global influencers from key markets such as the US, UK, France, China, Italy, and South Korea with ten leading Thai creators.
Each duo will embark on a mission-driven journey across ten diverse destinations, including Sukhothai, Chanthaburi, Samut Songkhram, Phetchabun, Nan, Loei, Sakon Nakhon, Phang-nga, Surat Thani, Rayong and Chanthaburi, Phetchaburi, Nakhon Nayok and Khao Yai, and Bangkok.
Their content will explore distinct Thai Soft Power themes such as Muay Thai, wellness, gastronomy, fashion, and traditional arts.
This approach represents a deliberate shift from one-sided reviews to meaningful co-creation, its framework a storytelling model rooted in cultural immersion, mutual exchange, and shared perspectives.
TAT will gradually unveil each duo’s journey and destination on its official Facebook page: Amazing Thailand, allowing audiences to follow along in real time and engage with the stories as they unfold.
As TAT deputy governor for marketing communications Nithee Seeprae puts it: “We didn’t just bring influencers to Thailand – we gave them purpose. By designing meaningful collaborations and routes rooted in local identity, we’re helping them tell fresh stories that resonate across cultures. This is content creation with intent, spotlighting the charm of Thailand’s lesser-known gems and redefining how the world experiences our country.”
A grand gala
A major highlight of the campaign will be the Amazing Thailand Saneh Thai Gala Night, scheduled for 30 June 2025 at the Dusit Thani Hotel, Bangkok.
As the embodiment of the Grand Invitation concept, the event will welcome distinguished guests to experience the very best of Thai culture in one unforgettable evening.
The gala will feature the “5 Must Do in Thailand”, offering immersive encounters with Thai cuisine, traditional craftsmanship, cultural heritage, iconic locally-made products, and lesser-known destinations.
Serving as the campaign’s grand finale, the event will be a vibrant celebration of Thailand’s cultural richness in all its dimensions.
With rich media content, live coverage, and extensive digital promotion, TAT expects the Be My Guest campaign to spark widespread engagement both online and offline.
The campaign is designed to build trust in Thailand’s tourism brand while expanding its cultural reach worldwide.
