TAT and AirAsia MOVE launch three-year partnership to drive travel across Thailand - Get updated on what's happening in tourism!

The Tourism Authority of Thailand (TAT) and AirAsia MOVE have signed a three-year Memorandum of Understanding (MOU) to strengthen Thailand's tourism promotion through digital marketing, data-driven destination campaigns and enhanced traveller engagement. The partnership combines TAT's destination expertise with AirAsia MOVE's regional travel platform and market intelligence to encourage travel throughout the country while supporting local tourism businesses.

The agreement, launched under the theme "TAT x MOVE: Seamless Journey, Amazing Thailand", includes co-branded campaigns, content promotion and joint marketing activities across TAT's communication channels and the AirAsia MOVE platform. The initiative aims to strengthen Thailand's position as a leading global destination while directing visitor demand to both established and emerging destinations.

Digital platforms to connect travellers with local experiences

TAT sees digital travel platforms as an increasingly important tool for reaching travellers during every stage of the travel journey, from inspiration to booking.

“Digital platforms are reshaping how travellers discover, plan, and experience destinations. Through AirAsia MOVE’s regional reach and traveller insights, TAT can connect online inspiration with real travel choices, support major and emerging destinations, and create stronger opportunities for local tourism businesses nationwide. This collaboration advances the Platform Economy under the Amazing 5 Economy framework, while reinforcing TAT’s direction to promote UNESCO Creative Cities, green destinations, and tourism growth that delivers wider value across the country,” said TAT Governor Thapanee Kiatphaibool.

AirAsia MOVE will promote Thailand's "Five Must-Do" experiences through its regional ecosystem, which reaches more than 17 million monthly active users. The collaboration is designed to translate travel interest into bookings while increasing visitor spending across a wider range of destinations.

AirAsia MOVE highlights role of data-driven tourism

AirAsia MOVE said the partnership will use traveller behaviour and booking data to improve destination marketing and support sustainable tourism development.

“This partnership with the Tourism Authority of Thailand is a pivotal step in advancing regional travel. By actively supporting the ‘Platform Economy’ pillar of the Amazing 5 Economy framework, AirAsia MOVE is uniquely positioned to accelerate this growth. Over the next three years, we will leverage our expansive ecosystem and data-driven insights to transform traveller aspiration into action, directly funnelling demand to local operators, empowering communities, and fostering sustainable economic growth across Thailand,” said Nadia Omer, Chief Executive Officer of AirAsia MOVE.

Booking data reveals changing travel patterns

To support the partnership, AirAsia MOVE presented seven key travel trends based on booking behaviour across its regional platform during the first half of 2026.

Asia continued to dominate inbound tourism to Thailand, with Malaysia, India, China and Indonesia remaining the largest source markets. Travellers aged 30 to 39 were among the strongest segments, increasingly seeking personalised experiences centred on local culture, food, adventure and immersive activities. Independent travel also remained highly popular, with solo travellers accounting for nearly 60% of all bookings.

India emerged as one of Thailand's fastest-growing markets, driven by family and group travel, longer stays and increasing demand from secondary cities such as Bengaluru, Chennai, Kochi and Ahmedabad.

Indonesia demonstrated strong customer loyalty, particularly among AirAsia Members, while travellers from the United States continued to generate high-value, longer-stay bookings and frequently used Thailand as a gateway to Southeast Asia.

Travellers from China, Japan, South Korea and Taiwan also maintained strong spending power, with most choosing short stays of up to five days, creating opportunities for premium city breaks, festivals and event-based tourism.

The insights will support TAT's efforts to refine destination marketing, respond to evolving traveller preferences and encourage a broader distribution of tourism benefits across Thailand.

Image Credit: © TAT