Tourism Authority of Thailand Partners with AirAsia MOVE

Thailand Travel Promotion Gains Momentum Through AirAsia MOVE Collaboration

The Tourism Authority of Thailand (TAT) and AirAsia MOVE have signed a Memorandum of Understanding (MoU) to strengthen digital travel promotion and encourage travel to and across Thailand.

The partnership, launched under the theme “TAT x MOVE: Seamless Journey, Amazing Thailand”, will focus on co-branded campaigns, content promotion and joint marketing initiatives across TAT’s communication channels and the AirAsia MOVE platform over the next three years.

The collaboration is designed to connect traveller insights with targeted marketing efforts, helping promote both established and emerging destinations across Thailand while supporting local tourism businesses.

Thapanee Kiatphaibool, Governor of TAT, said digital platforms continue to influence how travellers discover, plan and experience destinations. She noted that AirAsia MOVE’s regional reach and traveller data will help TAT create more targeted campaigns while supporting tourism growth across different parts of the country.

As part of the agreement, AirAsia MOVE will utilise its regional platform, which reaches more than 17 million monthly active users, to showcase Thailand’s tourism offerings and highlight the country’s ‘Five Must-Do’ experiences. The initiative aims to connect travellers with local tourism operators and encourage wider distribution of tourism spending.

Nadia Omer, Chief Executive Officer of AirAsia MOVE, said the partnership will help strengthen regional travel while supporting local communities and tourism businesses through data-driven marketing and traveller engagement.

The collaboration also includes sharing traveller insights to help shape future tourism strategies. According to AirAsia MOVE’s booking and travel data for the first half of 2026, Asia remained the primary source of inbound visitors to Thailand, with Malaysia, India, China and Indonesia among the leading markets.

Travellers aged between 30 and 39 continued to play a significant role in travel demand, with many seeking personalised experiences centred on culture, food, adventure and local experiences. Solo travel remained a notable trend, accounting for nearly 60 per cent of bookings on the platform.

India emerged as an important growth market, with family and group travellers representing more than 43 per cent of Indian visitors. Many travellers stayed between seven and 15 days, while demand increasingly came from cities such as Bengaluru, Chennai, Kochi and Ahmedabad.

Indonesia also remained a key market, particularly among couples seeking nature, wellness, and cultural experiences in destinations such as Krabi, Chiang Mai, and Koh Samui.

Long-haul travellers from the United States continued to contribute to Thailand’s tourism sector, with many visitors aged 50 and above choosing longer stays and using Thailand as a gateway to explore Southeast Asia. Meanwhile, travellers from China, Japan, South Korea and Taiwan continued to demonstrate strong demand for short city breaks, festivals and event-based travel experiences.

TAT said the partnership will support its efforts to respond to evolving traveller preferences, strengthen destination marketing and encourage visitors to explore a wider range of experiences across Thailand.

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