PATTAYA, Thailand – The Tourism Authority of Thailand (TAT) has signed a Letter of Intent (LOI) with Dida Holdings, a Shenzhen-based AI-first travel technology group, to bolster digital cooperation in the China market. The partnership advances the Trusted Thailand initiative via data-led communication, demand generation, and experience-led travel products, backed by a dedicated China Acceleration Programme.
The agreement was signed in Bangkok on 21 April 2026 by TAT Governor Ms. Thapanee Kiatphaibool and Dida Holdings Group CEO Daryl Lee. It aligns with TAT’s New Thailand vision and the Amazing Thailand campaign, centred on “Healing is the New Luxury,” positioning Thailand as a destination for meaningful, restorative travel.
“This partnership marks a pivotal step in TAT’s mission to connect Thailand’s hospitality with the expectations of today’s digitally connected travellers,” said Ms. Thapanee Kiatphaibool, TAT Governor. “Under the New Thailand vision, we are advancing the Amazing Thailand campaign with a focus on meaningful, restorative experiences. By combining TAT’s strategic direction with Dida’s digital capabilities, we are strengthening Thailand’s position as a preferred destination while reinforcing traveller confidence.”
“This partnership is built on a foundation that TAT has already established a genuine commitment to safety, authenticity, and experience,” said Daryl Lee, Group CEO of Dida Holdings. “In today’s market, travellers decide where they want to go long before they open a booking platform. Our role is to ensure Thailand and everything that makes it irreplaceable is present at that earlier moment, when inspiration becomes intent. This is about turning trust into real demand, and demand into outcomes that benefit communities across Thailand.”
Trusted Thailand sits at the heart of efforts to reinforce Thailand’s image as a safe, reliable, high-quality destination for Chinese travellers. It integrates safety standards, visitor support, multilingual assistance, and proactive communication to strengthen traveller confidence, while boosting visibility of certified tourism establishments across digital channels.
Dida will launch a dedicated Trusted Thailand China Acceleration Programme as part of the agreement, committing a minimum of RMB 2.5 million over the next 90 days to support demand generation, content development, and experience-led product creation for Thailand in the China market.
The collaboration enhances Thailand’s visibility in China’s digital ecosystem, using data-driven insights and targeted content to connect traveller inspiration with booking decisions. The partnership will leverage Xiaohongshu, WeChat, and Douyin, as well as ecosystem partners including Tencent and Huawei, to shape demand, strengthen trusted travel communication, and support seamless pathways from discovery to booking.
Key focuses include shaping travel intent through digital platforms, targeting secondary cities, and curating products blending accommodation, transport, and local experiences to promote balanced tourism distribution. These efforts aim to enhance accessibility to Thailand’s diverse tourism offerings while supporting balanced destination distribution. (TAT)
