The Tourism Authority of Thailand (TAT) and global travel technology firm Dida signed a strategic partnership on April 21, at the Dusit Thani Bangkok.

Signed by TAT governor Thapanee Kiatphaibool and Dida Holdings chief executive Daryl Lee, the letter of intent names Dida as TAT’s lead digital distributor for the “Trusted Thailand” initiative targeting the Chinese market.

This collaboration is aligned with TAT’s New Thailand vision and its flagship Amazing Thailand campaign, emphasizing the theme Unforgettable Experience: Healing is the New Luxury.

Kiatphaibool emphasized, “True luxury is no longer defined by a price tag but by soul-nourishing experiences through Trusted Thailand, ensuring visitors arrive with confidence.”

The TAT-Dida partnership aims to encourage more Chinese visitors to Thailand. Dida has committed a minimum of RMB 2.5 million over the next 90 days to generate demand and develop products focused on the Thailand experience.

According to Lee, “This partnership builds on TAT’s foundation, ensuring safety, authenticity, and experience, enabling Thailand to be at the forefront of travelers’ choices.”

This strategy focuses on engaging the modern traveler by transforming trust into real demand, aiming to establish a new model for tourism engagement through technology and data-driven insights.