The Tourism Authority of Thailand (TAT) officially introduced the “Trusted Thailand” Stamp on August 27, 2025, aiming to increase international confidence in the country as a safe travel destination. This initiative is designed to assure travellers of their safety and to recognize tourism operators who adhere to stringent safety standards.
Mr. Jakkaphon Tangsutthitham, Vice Minister of Tourism and Sports, emphasized the government’s commitment to safety as the cornerstone of sustainable tourism. He stated, “China is a key source market, and it is crucial that we preserve trust among Chinese visitors.” The introduction of the stamp invites collaboration among tourism operators, agencies, and stakeholders to promote a secure and sustainable tourism environment, ensuring Thailand remains a preferred destination globally.
Safety has taken on greater importance in the current travel landscape, especially for families, solo female travellers, and visitors from major markets including China, South Korea, Japan, the US, the UK, and Europe. Negative reports on online platforms can significantly undermine a destination’s attractiveness. Recognizing this, TAT has prioritized a robust initiative that communicates Thailand’s readiness to be a safe and welcoming destination.
Ms. Thapanee Kiatphaibool, Governor of TAT, noted that the “Trusted Thailand” stamp serves as an assurance for travellers, stating, “It represents our commitment to making Thailand a destination where every visitor feels secure and truly welcome.”
Key Areas of Focus for the Initiative
The assessment process for obtaining the “Trusted Thailand” stamp covers four critical areas. These include general safety measures at tourism sites, such as the installation of CCTV and emergency response systems. Financial transactions will be secured through recognized global platforms like Alipay and WeChat Pay. Additionally, operators will be evaluated on their foreign language communication skills and the professionalism of their visitor care, particularly in emergencies. Finally, safe access and mobility will be ensured through clear signposting and reliable transport connections.
In addition to the certification process, TAT plans to host various activities aimed at bolstering confidence across the tourism sector. A public forum will be organized in collaboration with agencies such as the Department of Provincial Administration and the Tourist Police Bureau to discuss integrated safety management. Workshops focusing on passenger transport safety and emergency procedures will also be conducted, alongside targeted campaigns to rebuild trust ahead of the upcoming high season.
The initiative places a strong emphasis on accommodations, restaurants, attractions, recreational venues, and shopping centres, which are particularly appealing to Chinese travellers. To facilitate this, a dedicated mini-site will launch in September 2025, providing a self-assessment platform for operators and a directory of certified businesses for visitors.
Implementation and Future Plans
The “Trusted Thailand” Stamp project is set to roll out nationwide in October 2025. TAT will implement an extensive international publicity campaign that includes multilingual content and targeted digital strategies. Collaborations with influential figures from priority markets will aim to present a refreshed image of Thailand as a modern, stable, and safe destination. The overarching theme of this initiative is encapsulated in the slogan, “Travel Thailand with Confidence Every Step of the Way.”
With these comprehensive measures, Thailand seeks to not only reassure international visitors but also to reaffirm its status as a leading global tourism destination, committed to safety and quality in travel experiences.
