The Tourism Authority of Thailand (TAT), in collaboration with various international embassies, is continuing its promotional efforts for the Amazing Thailand Grand Tourism and Sports Year 2025 through the “Be My Guest” campaign. This initiative leverages celebrity marketing, bringing together Thai and international influencers and prominent figures from various fields to serve as honored guests of Thailand. Their mission: to create meaningful “Grand Moments” while exploring the value and unique rhythm of Thai tourism, and to produce fresh content that presents Thailand’s charm from new perspectives — building confidence and sparking global travel inspiration.

According to TAT leadership, the organization places strong emphasis on promoting and communicating the essence of Thai culture to the global audience, in alignment with government policy for the Amazing Thailand Grand Tourism and Sports Year 2025. The campaign aims to drive economic value and establish Thailand as a tourism hub and truly world-class destination.

TAT has extended the concept of a “Grand Celebration” by launching this initiative in collaboration with the Subcommittee for the Tourism Industry under the National Soft Power Development Committee. The "Be My Guest" project promotes tourism by inviting global creators to experience and share authentic Thai culture through digital content. Their stories, distributed across online platforms, act as a magnet to attract tourists, strengthen Thailand’s image under the Amazing Thailand brand, and instill confidence in international travelers.

The campaign integrates Celebrity Marketing, featuring two key groups: international influencers and soft power leaders from various sectors. These individuals will share their travel experiences on their social media platforms, adapting content to the languages and cultures of their target audiences. Content will also be distributed through regional platforms such as Weibo, Douyin, and local news agencies to enhance Thailand's positive image.

The influencer group includes 10 international influencers from countries such as the UAE, Australia, Spain, the United States, China, Hong Kong, and Taiwan, paired with 10 Thai influencers. Together, they will embark on travel missions to create engaging tourism content.

Prominent figures from around the world — including thought leaders, business figures, and international personalities — are also participating. These individuals have significant influence on global travelers’ decision-making and will take part in the Be My Guest Fam Trip from June 26 to July 1, 2025. They will also attend the Amazing Thailand Saneh Thai Gala Night on June 30, one of the year’s grandest tourism events.

As part of the Be My Guest Soft Power Fam Trip, TAT and its tourism subcommittee have designed 10 themed travel routes (3 days, 2 nights) across high-potential destinations known for soft power appeal, such as:

- Khao Yai – Nakhon Nayok: Health and soft adventure in a hidden paradise

- Buriram: Sport tourism infused with local culture

- Surat Thani: Eco-tourism and sustainability retreats

- Krabi – Trang: Wellness x nature recharge retreats

- Phetchaburi: Gastronomic tours through the land of three-flavor cuisine

- Loei – Chiang Khan: Sustainable Mekong river tourism and cultural festivities (Phi Ta Khon)

- Rayong – Chanthaburi: Fruit garden lifestyle with a one-day “Fruit Ranger” experience

- Nan: Cultural tourism through coffee, coconut, and old town charm

- Sukhothai: “Taste of Time” in a UNESCO Creative City rich in heritage

- Chiang Rai: Discovering Lanna art, fashion, and culture

These journeys also embrace the "5 Must Do in Thailand" concept, crafting new narratives and perspectives in line with the campaign "Amazing Thailand: Your Stories Never End."

For distinguished guests and thought leaders from various fields, TAT has curated a special route called “Thailand in the Box,” showcasing Thai identity through tourism-related products and services that span culture, cuisine, history, nature, and lifestyle. The three featured routes include:

- Sukhothai: The Soul of Siam — Exploring Thai spiritual and cultural roots through ancient sites and traditions

- Samut Songkhram: River of Serenity — Immersing in the riverside lifestyle, floating markets, and eco-tourism

- Chanthaburi: Flavor of Gems — Discovering regional delicacies and Thailand’s gem heritage

This collaborative experience aims to elevate Thailand’s tourism storytelling through “Collaboration-led Experience”, combining two cultures and perspectives. Influencers will take on different missions, each reflecting a facet of Thailand’s Soft Power — from food, arts, fashion, and culture to Muay Thai and wellness — while highlighting sustainability. Their content will present Thailand as a convenient, safe, and captivating destination, inspiring travelers around the world with contemporary, engaging stories.

 

 

Source:

TATNewsThai