The Tourism Authority of Thailand (TAT) celebrates its 65th anniversary today, marking decades of commitment to promoting Thailand as a global tourism hub.
Over the last sixty years, TAT evolved from a small agency into a leading force for sustainable tourism, focusing on economic growth, environmental protection, cultural heritage, and community development.
Historical Highlights
Initially aimed at attracting overseas tourists, Thailand received just 81,340 visitors in its opening year. By the 1970s, this number exceeded one million, initiating extensive promotional efforts.
Notable campaigns like Land of a Thousand Smiles and Amazing Thailand emerged in the 80s and 90s, enhancing the country’s international allure. In 1980, the Thailand Tourism Festival was established to support local tourism and economies. The introduction of the Thailand Tourism Awards in the 1990s emphasized sustainable practices in the sector.
The 2000s saw visitor numbers surpass the ten million mark, enabled by efforts to spotlight lesser-known attractions through initiatives like Unseen Thailand. The 7 Greens initiative led eco-tourism trends, and the introduction of the Thailand Travel Mart Plus in 2001 has since became a triangular platform for travel trade in Asia-Pacific.
Current Situation and Future Directions
The 2020s mark a commitment to resilience and sustainability, catalyzed by the COVID-19 pandemic. TAT launched the SHA (Amazing Thailand Safety & Health Administration) in 2020 for tourism safety, crafting marketing instructions such as the Best Wishes (Pla-Ta-Pian) film to reassure international travellers.
Thailand pioneered the reopening process with Phuket Sandbox and Samui Plus in 2021 and pushed forward with the WAIT NO MORE initiative to invigorate the tourism sector.
TAT plans to elevate Thailand’s standing as a top-tier travel destination with campaigns emphasizing sports tourism, cultural exploration, and high-value experiences while reinforcing commitments to sustainability, creativity, and inclusive growth.
