(Collaboration advances traveller confidence, safety standards, and quality-led tourism across Thailand)
TTT NEWS NETWORK
KOLKATA | 6 FEBRUARY 2026
The Tourism Authority of Thailand (TAT) has reinforced the Trusted Thailand initiative through a strategic partnership with digital travel platform Agoda, aligning public and private sector efforts to enhance safety, quality, and traveller confidence across Thailand’s tourism ecosystem.
The Trusted Thailand framework certifies tourism establishments that meet defined standards in safety practices, secure payment systems, multilingual communication, and accessible transport. Collaboration with Agoda is being progressed through three integrated areas that improve visibility, reinforce assurance, and expand access to reliable travel information for international visitors.
Key actions include the launch of a dedicated Trusted Thailand landing page on Agoda’s platform at www.agoda.com/trustedThailand, live since early December 2025 and featuring TAT-certified establishments. This is supported by the phased introduction of the Trusted Thailand badge on participating accommodation property pages, initially rolled out in Chinese-language markets to strengthen awareness and build traveller confidence.
In parallel, safety-focused travel guides have been developed using official TAT information, including content from the 1672 Travel Buddy service and the TAT Newsroom. The guides provide practical safety information in English and eight additional languages, including three Chinese language variants. Initial content focuses on flood-related updates, with plans to expand coverage to other safety topics. The information is accessible through Agoda’s City Guides and QR code integration.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “Trusted Thailand reflects our commitment to raising tourism standards while ensuring travellers feel confident, informed, and secure when choosing Thailand. Partnering with Agoda allows us to extend this assurance through one of the world’s leading digital travel platforms, reaching travellers at scale and reinforcing trust through clear certification, transparent information, and responsible promotion. This collaboration demonstrates how public and private partners can work together to deliver quality-led travel experiences that support Thailand’s long-term tourism development.”
Damien Pfirsch, Chief Commercial Officer at Agoda, said, “We are thrilled to partner with the Tourism Authority of Thailand on the Trusted Thailand initiative. By highlighting these certified partners in a number of ways and with special discounts to boot, Agoda is promoting travel to Thailand with added peace of mind and at great value. This reflects our ongoing commitment to supporting tourism in Thailand.”
Leveraging Agoda’s reach to millions users worldwide and its strong regional presence, the collaboration strengthens confidence among international travellers, particularly across Asia-Pacific markets, by providing clear and trusted signals of quality and safety at key stages of the travel decision-making process. In addition, the initiative enhances the visibility of Trusted Thailand-certified partners and reinforces Thailand’s positioning as a safe, reliable, and high-quality destination, supporting long-term, quality-led tourism development.
About the Tourism Authority of Thailand:
The Tourism Authority of Thailand (TAT) is responsible for promoting Thailand as a preferred travel destination and advancing sustainable, high-quality tourism development. Through strategic marketing, industry collaboration, and destination standards, TAT works to enhance visitor confidence, deliver meaningful travel experiences, and support long-term value for Thailand’s tourism economy. Current global campaigns, including Feel All the Feelings, reflect TAT’s focus on emotion-led storytelling that highlights the depth, diversity, and quality of experiences available across Thailand.
About Agoda
Agoda, a digital travel platform, helps anyone see the world for less with its great value deals on a global network of over 6 million hotels and holiday properties worldwide, plus flights, activities, and more. Agoda.com and the Agoda mobile app are available in 39 languages and supported by 24/7 customer support.
Headquartered in Singapore, Agoda is part of Booking Holdings (Nasdaq: BKNG) and employs more than 7,000 staff in 27 markets, dedicated to leveraging best-in-class technology to make travel even easier.
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