The Tourism Authority of Thailand (TAT) announced the appointment of prominent Thai actor, model, and celebrity Mean Phiravich Attachitsataporn to lead the Thailand Co-Creator initiative under the Trusted Thailand framework late on Thursday, 8th January.

The actor’s appointment marks a strategic move on the part of Thai tourism officials to strengthen international confidence and stimulate demand in key short-haul markets.

Earlier today, TAT deputy-governor for marketing communications Nithee Seeprae met with Mean Phiravich to provide the project’s policy framework, strategic direction, and operational guidelines ahead of the campaign rollout, with a clear focus on positioning Thailand as a quality leisure destination for short-haul markets. 

The meeting marked the formal launch phase of the initiative, establishing a clear foundation for coordinated content production aligned with Thailand’s tourism priorities.

What exactly is the Thailand Co-Creator project?

The Thailand Co-Creator initiative is designed to present a contemporary and credible image of Thailand at the international level, with emphasis on safety, service standards, and destination readiness for regional travellers. 

By leveraging the reach and storytelling capability of trusted creators, the project aims to translate real travel experiences into authentic digital narratives for global audiences.

Mean Phiravich will lead the initiative at the programme level, convening participating creators, sharing campaign guidelines, and setting the overall creative direction to ensure consistency and alignment across all routes. 

Between 23rd and 25th January, over 20 creators, KOLs, and influencers from Thailand and ten international markets from Asia and Oceania will embark on coordinated content journeys across five high-potential routes: Kanchanaburi; Lampang–Chiang Mai; Sakon Nakhon–Nakhon Phanom; Surat Thani; and Songkhla.

With Mean Phiravich steering the initiative and a multi-market creator network activated on the ground, TAT expects the Thailand Co-Creator initiative to generate more than 100 million impressions, reinforcing Thailand’s positioning as a trusted, high-quality, and sustainable leisure destination for short-haul travellers worldwide.