TAT and Agoda Strengthen Partnership for Data-Driven Tourism Growth

Thailand

Travel intelligence and digital insights to support destination marketing and sustainable tourism development

The Tourism Authority of Thailand (TAT) and digital travel platform Agoda have agreed to deepen their cooperation in travel intelligence, digital technology and platform-based tourism solutions. The partnership aims to strengthen Thailand’s global tourism competitiveness while supporting domestic travel and the development of emerging destinations.

Senior executives from both organisations met in Bangkok to explore how travel data, market insights and digital expertise can be used to create more targeted tourism strategies and respond to changing traveller preferences.

Combining Data and Destination Expertise

The meeting was led by TAT Governor Thapanee Kiatphaibool and Deputy Governor for Marketing Communications Nithee Seeprae, together with Agoda Chief Executive Officer Omri Morgenshtern and other senior executives from the company.

The cooperation brings together Agoda’s travel intelligence capabilities and global digital reach with TAT’s destination marketing expertise. The objective is to strengthen international demand for Thailand while encouraging travellers to explore a wider range of destinations across the country.

Particular attention will be given to promoting Thailand’s cultural heritage, unique tourism experiences and emerging travel trends.

Focus on Wellness and Emerging Destinations

Among the key areas of cooperation are wellness tourism, travel safety communications and the promotion of lesser-known destinations.

The partnership will also contribute to broader industry development through initiatives that encourage sustainable tourism practices and support capacity-building programmes under the ongoing Trusted Thailand framework.

“TAT’s cooperation with Agoda connects tourism strategy with platform economy tools, travel intelligence and global digital reach,” said Thapanee Kiatphaibool, Governor of TAT. “By using market insights responsibly, TAT can develop targeted campaigns that present Thailand’s cultural heritage, diverse experiences and trusted standards while supporting domestic travel, emerging destinations and long-term value for Thai tourism businesses.”

Shared Vision for Future Growth

Agoda sees the cooperation as an opportunity to support several of Thailand’s tourism priorities while helping to position the country for future growth.

“We see many opportunities to work together on TAT’s priorities, from highlighting wellness travel as the new luxury to amplifying communications around travel safety,” said Omri Morgenshtern, Chief Executive Officer of Agoda. “Our joint efforts will promote Thailand’s rich and trusted offerings to travellers around the globe.”

Longstanding Connection to Thailand

Founded in Phuket more than 20 years ago, Agoda maintains close ties to Thailand and continues to play an active role in the country’s tourism industry.

Through its global platform, Agoda provides access to more than six million accommodation properties, over 130,000 flight routes and more than 300,000 travel activities worldwide. The expanded cooperation with TAT is expected to support more precise destination marketing and help Thailand adapt to evolving travel trends in an increasingly competitive global tourism market.