The Tourism Authority of Thailand (TAT) and global travel technology firm Dida formally signed a strategic partnership earlier today, 21st April, at the Dusit Thani Bangkok.
Signed by TAT governor Thapanee Kiatphaibool and Dida Holdings chief executive Daryl Lee, the letter of intent (LOI) designates Dida as TAT’s lead digital distribution partner for the “Trusted Thailand” initiative in the China market.
That said, this partnership is rooted in TAT’s New Thailand vision and its flagship Amazing Thailand campaign, specifically focusing on the theme Unforgettable Experience: Healing is the New Luxury.
Kiatphaibool said of the partnership: “True luxury is no longer defined by a price tag, it is defined by experiences that nourish the soul 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.”
It is expected that this new TAT-Dida partnership will successfully present the Trusted Thailand programme to Chinese travellers, again encouraging them to make their way to Thailand for the best that the Southeast Asian nation can offer.
Where Dida comes in
To ensure rapid execution, Dida is set to launch a dedicated Trusted Thailand China Acceleration Programme.
As part of this initiative, the travel tech firm committed a minimum of RMB 2.5 million over the next 90 days from today to drive demand generation, content development, and experience-led product creation for Thailand in the China market.
According to Lee: “This partnership is built on the foundation that TAT has already established, providing a genuine commitment to safety, authenticity, and experience. 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”
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.
By doing so, it 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.
More than a destination
Per the overarching theme, Thailand is more than just another destination, but more of a sanctuary 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 which is proof of its commitment to setting a new gold standard for safety, quality, and authenticity across the tourism ecosystem.
At the same time, Trusted Thailand ensures the security of Chinese travellers through on-the-ground safety infrastructure, tourist police, a 24-hour multilingual hotline, and real-time support systems with proactive communication.
Paving the way for easier travel decisions
Today’s travel decisions are increasingly made before a traveller even logs into a booking platform.
Indeed, 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.
Likewise, the TAT-Dida partnership reflects a shift in traveller behaviour where confidence and trust play an increasingly central role in decision-making.
