The Tourism Authority of Thailand (TAT) has signed five strategic partnerships with major Chinese companies to enhance the quality of tourism from China to Thailand. The agreements, signed on 19 July during the Thai Prime Minister's visit to China, involve China Tourism Group, Utour Group, China Comfort Travel Group, Amap, and TCP Group. These partnerships aim to improve the visitor experience and promote sustainable tourism growth.
The collaborations are part of the Thailand–China comprehensive strategic cooperative partnership, focusing on economic development, digital technology, and cultural exchange. TAT Governor Thapanee Kiatphaibool stated, “By connecting travel businesses, digital platforms and consumer brands, TAT is carrying forward the government’s direction to strengthen confidence, improve the visitor journey and generate sustainable value for Thailand’s tourism industry.”
The agreements cover various aspects of tourism, including tour operations, smart travel, digital services, and brand marketing. With China Tourism Group, TAT will leverage the organisation's network to promote quality Thai tourism products. Utour Group will focus on digital promotion and specialised products, whilst China Comfort Travel Group will enhance destination promotion and service standards.
Amap will advance smart tourism initiatives, and TCP Group will develop experiences linked to sport, music, and lifestyle under the Energetic Thailand concept. These efforts aim to support safe, convenient, and high-quality experiences for Chinese visitors, creating wider opportunities for Thai tourism businesses.
TAT Deputy Governor Pattaraanong Na Chiangmai highlighted the partnerships' potential to connect key stages of the Chinese visitor journey, from inspiration and booking to mobility and experiences in Thailand. The initiative underscores TAT's commitment to China as a key international market, fostering cultural understanding and economic activity between the two nations
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