TAT and Agoda expand Trusted Thailand partnership to boost traveller confidence

Thailand

Strategic collaboration strengthens safety standards, visibility, and quality-led tourism across Thailand

Tourism Authority of Thailand (TAT) has strengthened the Trusted Thailand initiative through a strategic partnership with digital travel platform Agoda. The collaboration brings together public and private sector efforts to enhance safety, service quality, and traveller confidence throughout Thailand’s tourism ecosystem.

Trusted Thailand is a national framework that certifies tourism establishments meeting defined standards in areas such as safety practices, secure payment systems, multilingual communication, and accessible transport. By partnering with Agoda, TAT aims to improve international visibility of certified businesses, reinforce trust signals for travellers, and broaden access to reliable, official travel information.

Increased visibility on a global booking platform

A central element of the cooperation is a dedicated Trusted Thailand landing page on Agoda’s platform, live since early December 2025 and featuring TAT-certified establishments. In addition, a Trusted Thailand badge is being rolled out on participating accommodation listings. The initial phase focuses on Chinese-language markets, where clear certification is intended to strengthen awareness and build confidence among travellers.

Safety information in multiple languages

Alongside accommodation visibility, the partnership includes the development of safety-focused travel guides based on official TAT information. Drawing on content from the 1672 Travel Buddy service and the TAT Newsroom, the guides provide practical safety updates in English and eight additional languages, including three Chinese variants. Initial content addresses flood-related updates, with plans to extend coverage to further safety topics. The information is accessible through Agoda’s City Guides as well as QR code integration.

Shared commitment to quality and trust

“Trusted Thailand reflects our commitment to raising tourism standards while ensuring travellers feel confident, informed, and secure when choosing Thailand,” said Thapanee Kiatphaibool, Governor of the Tourism Authority of 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, highlighted the value of the partnership from a distribution perspective. “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.”

Supporting long-term tourism development

By leveraging Agoda’s reach to millions of users worldwide and its strong presence across Asia-Pacific markets, the initiative provides clear and trusted quality signals at key stages of the travel decision-making process. At the same time, it increases the visibility of Trusted Thailand-certified partners and reinforces Thailand’s positioning as a safe, reliable, and high-quality destination, aligned with long-term, quality-led tourism development goals.