TAT Strengthens Dive Tourism with PADI Partnership - Get updated on what's happening in tourism!

The Tourism Authority of Thailand (TAT) is deepening Thailand’s positioning as a world-class scuba diving destination through a strategic partnership with PADI. The collaboration aligns premium diving experiences with wellness, marine stewardship and long-term value creation, forming part of TAT’s global “Healing is the New Luxury” campaign.

Diving as a pillar of quality-led tourism

The partnership frames scuba diving as a core expression of Thailand’s quality-focused tourism strategy. By integrating adventure, restoration and marine conservation, the initiative aims to strengthen Thailand’s appeal in long-haul and high-value markets while generating tangible benefits for coastal communities and marine ecosystems. A global content and media programme will showcase diving as both a restorative personal experience and a contribution to ocean protection.

Mr. Santi Sawangcharoen, Executive Director for the Americas, Middle East and Africa at TAT, emphasises the strategic intent: “Thailand is sharpening its focus on experiences that deliver depth, well-being and long-term value. This collaboration with PADI positions diving as a premium wellness-led experience aligned with Healing is the New Luxury, while reinforcing responsible tourism practices and strengthening Thailand’s appeal in key international markets, particularly the United States.”

A mature global diving hub

Thailand’s role in global dive tourism is long established. Over the past 25 years, more than 2.5 million PADI certifications have been issued in the country, supported by an extensive network of dive operators, instructors and conservation practitioners. In 2025, Thailand ranked as the world’s second-largest country for PADI certifications and among the leading producers of certified diving instructors. The country is home to nine PADI Eco Centers accredited through the United Nations–supported Reef-World Foundation and has contributed to initiatives such as the PADI Global Shark & Ray Conservation Course and Census, alongside new Adaptive Service Facilities improving accessibility for divers of all abilities.

Kristin Valette Wirth, PADI Global Brand and Membership Officer, underlines the shared ambition: “Thailand’s impact on the global dive community is extraordinary. This partnership reflects the prestige built here over decades and our shared passion to continue elevating Thailand as one of the most meaningful dive destinations, where people can seek adventure while helping to protect the ocean.”

Storytelling, media and immersive experiences

At the heart of the partnership is a purpose-driven approach to tourism. Diving experiences are positioned as pathways to personal restoration while directly supporting biodiversity, marine protection and community resilience. This narrative will be brought to life through an international media activation designed to enhance visibility and deepen storytelling around Thailand’s underwater world.

World-renowned creatives, including filmmaker Pierson Ogelsby and award-winning Thai photographer and PADI AmbassaDiver Pier Nirandara, alongside PADI AmbassaDivers Jolene Tong and Sunny Jin, will explore Ko Tao with Black Turtle Diving. The programme highlights one of Thailand’s most iconic dive destinations and a global centre for diver training and ocean advocacy.

Linking diving with wellness travel

In parallel, TAT and PADI will host international journalists on an immersive programme demonstrating how scuba diving underpins Thailand’s wellness-led travel proposition. Participants will gain first access to Fast Manta Krabi’s new three-day purpose-driven diving programme, contributing directly to coral reef protection, marine debris removal and shark and ray research.

The media experience also connects diving with Thailand’s broader wellness offering through curated stays at leading coastal resorts in Krabi, including Varana Krabi Hotel, The Ritz-Carlton Phulay Bay and Banyan Tree Krabi. These properties combine water-based wellness, cultural connection and community-focused experiences along the Andaman coastline.

Thomas Knedlik, Vice President of PADI Asia Pacific, highlights the long-term significance of the collaboration: “Thailand not only offers incredible diving, but it has also long been one of PADI’s most important scuba diving training destinations. The depth of experience, professionalism and passion within the Thai dive community makes this partnership both a celebration of what has been achieved and a commitment to what’s to come.”

Through the partnership, TAT reinforces Thailand’s leadership in responsible dive tourism, supporting sustained economic value, environmental stewardship and meaningful travel experiences aligned with the country’s long-term tourism strategy.

Image Credit: © TAT