As part of the Amazing Thailand Grand Tourism and Sports Year 2025 initiative, the Tourism Authority of Thailand (TAT) launches its global campaign Be My Guest.

This campaign, representing the Grand Celebration pillar of the year-long initiative, seeks to elevate Thailand’s cultural significance on a global scale through two main programs: the Be My Guest Soft Power Fam Trip and Rhythm of Thailand. This initiative not only targets high-value tourism but also emphasizes sustainable travel to emerging destinations.

Creating Economic Value Through Cultural Storytelling

As a crucial component of Thailand’s Soft Power strategy, Be My Guest embodies the government’s goal to establish the country as a leading tourism hub while generating economic value through cultural narratives. The initiative blends traditional heritage with innovation, offering a rich mix of Thai experiences coupled with modern storytelling to cultivate global recognition of Thai identity.

TAT’s governor, Thapane Kiatphaibool, remarked: “This campaign is about more than tourism: we’re inviting the world to see Thailand through the eyes of those who live it; namely artists, chefs, creators, and communities. Be My Guest allows our heritage to speak for itself, sparking admiration through real stories and shared moments…”

The campaign commenced on June 26 and will run until July 1, showcasing both strategic storytelling and immersive tourism.

A Warm Welcome to Immersive Experiences

The Be My Guest Soft Power Fam Trip will host over 20 international guests, including celebrities, embassy-appointed representatives, and influencers, who will explore curated routes in three culturally vibrant provinces: Samut Songkhram, Sukhothai, and Chanthaburi. These routes embody the Thailand in the Box concept, providing a rich and comprehensive immersion into Thai culture, food, history, and crafts.

At the same time, the Rhythm of Thailand initiative will collaborate ten global influencers from key markets with ten prominent Thai creators. Together, they’ll embark on a mission-driven journey through various destinations, including Sukhothai, Chanthaburi, and Bangkok, focusing on distinct themes of Thai Soft Power such as wellness and traditional arts.

TAT plans to gradually reveal each duo’s journey on its official Facebook page: Amazing Thailand, allowing audiences to engage with and follow along with their stories.

As Nithee Seeprae, TAT’s deputy governor for marketing communications, expressed: “We didn’t just bring influencers to Thailand – we gave them purpose…

A Grand Gala

A highlight of the campaign will be the Amazing Thailand Saneh Thai Gala Night, set for June 30, 2025, at Dusit Thani Hotel, Bangkok. This event will welcome invited guests to experience the best of Thai culture, culminating the campaign with encounters that showcase Thailand’s culinary, artistic, and cultural heritage.

TAT anticipates that the Be My Guest campaign will foster engagement both online and offline, strengthening trust in Thailand’s tourism brand while extending its cultural influence globally.