Thailand launches ‘Trusted Thailand’ Stamp to build global confidence

Thailand introduces “Trusted Thailand” Stamp to strengthen traveller confidence

The Tourism Authority of Thailand (TAT), under the Ministry of Tourism and Sports, has launched the “Trusted Thailand” Stamp to reinforce international confidence and present the country as a safe and reliable destination. The initiative assures travellers of peace of mind when choosing Thailand, while recognising operators that meet defined safety standards.

Mr. Jakkaphon Tangsutthitham, Vice Minister of Tourism and Sports, said the Thai Government views safety as the foundation of sustainable tourism. “China is a key source market, and it is important to maintain trust among Chinese visitors. This launch reflects an invitation to all tourism operators, agencies and stakeholders to work together in advancing Thailand’s tourism towards safe, secure and sustainable growth.”

He added that the government has paired safety measures with tourism promotion, including upgrading standards at attractions, coordinating with security agencies, providing accurate information, and facilitating visitors across services.

Thailand continues to draw travellers with its diverse tourism offerings, hospitality and cultural identity. However, in today’s environment, safety is a decisive factor, particularly for families, women, independent travellers and visitors from markets such as China, South Korea, Japan, the US, the UK, and Europe.

said, “The Trusted Thailand stamp is a practical mechanism to restore traveller confidence and guide the tourism industry towards recognised safety practices. It represents a commitment to making Thailand a destination where visitors feel secure and welcome.”

Supporting activities will include a public forum with agencies such as the Department of Provincial Administration, Department of Tourism, Tourist Police Bureau and Department of Land Transport to discuss safety management; workshops on passenger transport safety; and targeted campaigns to build trust in both short- and long-haul markets ahead of the high season.

The project focuses on accommodations, restaurants, attractions, recreational venues and shopping centres, with special attention to the needs of Chinese travellers.

Tourism operators will be assessed to receive the “Trusted Thailand” stamp, which will serve as a symbol of assurance to visitors. Assessments cover four key areas: safety measures at tourism sites, secure financial transactions, foreign language communication, and visitor care, as well as safe mobility with clear information and access.

A dedicated mini-site will be launched in September 2025, offering a self-assessment platform for operators and a directory of certified businesses for visitors.

The stamp will be implemented nationwide in October 2025 with international publicity through multilingual content, digital campaigns, and collaborations with opinion leaders and influencers from priority markets.