‘Trusted Thailand’ initiative boosts confidence as visitor numbers rise - Get updated on what's happening in tourism!

Thailand’s Ministry of Tourism and Sports and the Tourism Authority of Thailand (TAT), together with partners across the public and private sectors, have launched the nationwide rollout of the Trusted Thailand certification programme. The initiative aims to strengthen international confidence in Thailand as a safe, reliable, and high-quality destination – and to signal clearly that the kingdom is ready to welcome even more global visitors.

“A visible assurance of safety and reliability”

Presiding over the launch event, Artthakorn Sirilatthayakorn, Minister of Tourism and Sports, emphasised that the Trusted Thailand stamp serves as a clear reassurance for travellers.

“The Trusted Thailand stamp serves as a visible assurance of safety and reliability, encouraging travellers – particularly from China – to return to Thailand with renewed trust. The initiative aligns with the government’s policy of prioritising continuous confidence-building among international visitors through upgraded safety standards, inter-agency coordination, accurate communication, and enhanced visitor facilitation,” he said.

The event was attended by Yang Xiaolong, Cultural Counselor of the Embassy of the People’s Republic of China in Thailand, Thapanee Kiatphaibool, TAT Governor, and representatives from multiple partner organisations, including the Department of Tourism, Department of National Parks, Tourism Council of Thailand, Thai Hotels Association, Thai Chamber of Commerce, Trip.com Group, Agoda, Grab Thailand, and other industry bodies.

Strengthening ties with China through safety and trust

Speaking at the event, Yang Xiaolong highlighted the longstanding friendship between China and Thailand throughout five decades of diplomatic relations. He underscored that safety remains a key factor in travel decisions, describing Trusted Thailand as an “important and commendable milestone” that symbolises cooperation, responsibility, and Thailand’s commitment to ensuring safe, high-quality travel experiences for Chinese visitors.

Four pillars of the Trusted Thailand standard

The Trusted Thailand certification forms part of TAT’s long-term strategy to upgrade Thailand’s tourism safety standards. Participating operators are evaluated across four core areas:

·         General safety – including CCTV, emergency response systems, and disaster preparedness

·         Secure payment systems – through recognised digital platforms such as Alipay and WeChat Pay

·         Multilingual communication and visitor care – ensuring clear information and professional support

·         Safe and accessible transport routes – with signage, information points, and verified travel paths

The certification is valid for two years.

More than 5,000 operators nationwide are expected to apply for assessment. Eligible sectors include hotels, restaurants, attractions, shopping centres, and recreational venues. Certified businesses will receive additional promotional support on Trip.com and via TAT’s domestic and international channels.

“A shared mission to reaffirm Thailand’s position”

TAT Governor Thapanee Kiatphaibool said:

“The Trusted Thailand stamp represents both a quality benchmark and a shared mission between the public and private sectors to reaffirm Thailand’s position as a safe, high-quality, and reliable destination. It reflects Thailand’s enduring spirit of hospitality – defined by Thai smiles, friendship, and cultural charm – and its unwavering commitment to ensuring every traveller’s experience is safe, worry-free, and filled with trust, quality, and care.”

Supporting Thailand’s 2026 tourism targets

As Thailand and China celebrate the 50th anniversary of diplomatic relations, Chinese visitors accounted for 15% of all arrivals in the first ten months of 2025 – roughly 3.7 million out of 26.7 million international travellers. The Trusted Thailand programme is expected to play a key role in achieving the government’s 2026 tourism revenue goal of at least 2.8 trillion Baht.

Operators can register for certification at www.tourismthailand.org/trustedthailand or contact LINE Official: @trustedthailand and 1672 Travel Buddy for more details.

Image Credit: © TAT