The Tourism Authority of Thailand (TAT) has appointed the renowned actor, model, and celebrity Mean Phiravich Attachitsataporn to spearhead the Thailand Co-Creator initiative within the Trusted Thailand framework, as announced on Thursday, January 8th.

This strategic appointment aims to bolster international confidence and boost demand in key short-haul markets. Early today, TAT’s Deputy-Governor for Marketing Communications, Nithee Seeprae, met with Phiravich to discuss the project’s policy framework, strategic direction, and operational guidelines ahead of the campaign launch.

The initiative’s main goal is to position Thailand as a quality leisure destination for regional travelers. By utilizing the storytelling capabilities of trusted creators, the project seeks to convert realistic travel experiences into authentic narratives for global audiences.

Phiravich will be leading this program at the program level, orchestrating participating creators and ensuring consistent and aligned creative directives. From January 23 to 25, over 20 creators and influencers from Thailand and ten other countries across Asia and Oceania will embark on coordinated content journeys across five high-potential destinations.

TAT anticipates that the Thailand Co-Creator initiative will generate over 100 million impressions, further solidifying Thailand’s reputation as a trustworthy, high-quality, and sustainable leisure destination for short-haul travelers.