Launching a Global Tourism Push
Elevating Thai Soft Power
The Tourism Authority of Thailand (TAT) has unveiled its Be My Guest campaign, a cornerstone of the Amazing Thailand Grand Tourism and Sports Year 2025. Running from June 26 to July 1, this international initiative promotes Thailand’s cultural heritage through immersive experiences. By blending tradition with modern storytelling, the campaign aims to position Thailand as a leading tourism destination while boosting its global cultural influence.
Core Programs Unveiled
Be My Guest and Rhythm of Thailand
The campaign revolves around two key programs: Be My Guest Soft Power Fam Trip and Rhythm of Thailand. The Fam Trip invites over 20 prominent guests, including celebrities and influencers, to explore curated routes in Samut Songkhram, Sukhothai, and Chanthaburi. Meanwhile, Rhythm of Thailand pairs Thai creators with international influencers to craft authentic content across 10 diverse destinations, showcasing Thailand’s vibrant soft power.
Immersive Cultural Experiences
Thailand in the Box Concept
The Be My Guest Soft Power Fam Trip introduces the Thailand in the Box concept, offering compact yet rich experiences of Thai cuisine, crafts, and history. Guests will engage with local communities, gaining firsthand insights into Thailand’s way of life. This approach targets high-value travelers, encouraging sustainable tourism in lesser-known regions while highlighting the nation’s cultural depth.
Global Storytelling Collaboration
Creators Highlight Hidden Gems
Rhythm of Thailand brings together 10 Thai creators and 10 international influencers from countries like the United States, China, and South Korea. Their journeys across destinations such as Nan, Phang-nga, and Bangkok will spotlight Muay Thai, wellness, and traditional arts. The resulting content, shared via TAT’s Amazing Thailand Facebook page, aims to captivate global audiences with fresh narratives.
Strategic Content Creation
Redefining Thailand’s Image
TAT Deputy Governor Nithee Seeprae emphasized the campaign’s focus on purposeful content creation. By fostering collaborations rooted in Thai culture, the initiative seeks to reveal the charm of hidden destinations. These stories are designed to resonate internationally, redefining how travelers perceive Thailand and fostering emotional connections through authentic, culturally rich experiences.
Gala Night Celebration
Showcasing Thailand’s Vibrancy
The campaign will conclude with the Amazing Thailand Saneh Thai Gala Night on June 30 at Dusit Thani Hotel, Bangkok. This event, embodying the “Grand Invitation” pillar, will highlight the “5 Must Do in Thailand” themes: cuisine, craftsmanship, heritage, local products, and hidden destinations. With live coverage and dynamic content, the gala aims to leave a lasting impression of Thailand’s cultural allure.
