TAT and Dida Sign LOI to Expand Trusted Thailand in China

TAT Partnership Focuses on China Market Growth

The Tourism Authority of Thailand (TAT) has signed a Letter of Intent (LOI) with Dida Holdings to strengthen digital cooperation in the Chinese market. The agreement supports the Trusted Thailand initiative through data-driven communication, demand generation and experience-focused travel products, alongside a dedicated China Acceleration Programme.

The LOI was signed in Bangkok on 21 April 2026 by TAT Governor Thapanee Kiatphaibool and Dida Holdings Group CEO Daryl Lee. It aligns with TAT’s New Thailand direction and the Amazing Thailand campaign, both of which focus on restorative, experience-led travel.

TAT stated that the partnership aims to better connect Thailand’s tourism offering with digitally engaged travellers. By combining TAT’s strategy with Dida’s digital distribution and data capabilities, both sides intend to strengthen Thailand’s position in the China outbound market while supporting traveller confidence.

Dida Holdings noted that the collaboration builds on Thailand’s focus on safety, authenticity and visitor experience. The company aims to position Thailand earlier in the traveller decision-making journey, using digital platforms to influence travel planning and convert interest into bookings that benefit local tourism stakeholders.

Trusted Thailand remains central to efforts to present the country as a safe and reliable destination for Chinese travellers. The initiative includes safety standards, visitor support services, multilingual assistance and consistent communication, alongside increased visibility for certified tourism businesses across digital channels.

As part of the agreement, Dida will roll out a Trusted Thailand China Acceleration Programme, committing a minimum of RMB 2.5 million over a 90-day period. The programme will support marketing, content development and experience-based travel products tailored to the Chinese market.

The partnership will also expand Thailand’s presence across China’s digital ecosystem, using data insights and targeted campaigns to connect travel inspiration with booking decisions. Platforms such as Xiaohongshu, WeChat and Douyin will be used alongside partners including Tencent and Huawei.

Key areas of focus include targeting travellers in secondary cities, shaping travel intent through digital channels and developing travel products that combine accommodation, transport and local experiences. The initiative also aims to support a more balanced distribution of visitors across Thailand’s destinations.

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