BANGKOK, Thailand – The Tourism Authority of Thailand (TAT) and Agoda held a strategic meeting to advance cooperation in travel intelligence, digital technology, and platform economy tools to sharpen Thailand’s destination marketing and strengthen its global competitiveness. TAT Governor Ms. Thapanee Kiatphaibool, together with TAT Deputy Governor for Marketing Communications Mr. Nithee Seeprae, led TAT executives in talks with Agoda Chief Executive Officer Mr. Omri Morgenshtern, Chief Commercial Officer Mr. Damien Pfirsch, SVP Supply Mr. Andrew Smith, and Agoda executives at Agoda’s new office in One Bangkok. The collaboration combines Agoda’s travel insights and digital expertise with TAT’s destination marketing capabilities to support demand generation from international markets while encouraging domestic travel across Thailand.
Areas of collaboration include promoting Thailand’s unique tourism offerings, highlighting emerging trends such as wellness tourism, and encouraging travel to lesser-known destinations. The partnership will also support broader industry development through encouraging more sustainable practices and capacity-building initiatives under the ongoing Trusted Thailand collaboration. Ms. Thapanee Kiatphaibool, TAT Governor, said, “TAT’s cooperation with Agoda connects tourism strategy with platform economy tools, travel intelligence, and global digital reach. By using market insights responsibly, TAT can develop targeted campaigns that present Thailand’s cultural heritage, diverse experiences, and trusted standards while supporting domestic travel, emerging destinations, and long-term value for Thai tourism businesses.”
Mr. Omri Morgenshtern, Chief Executive Officer of Agoda, said: “We see many opportunities to work together on TAT’s priorities, from highlighting wellness travel as the new luxury to amplifying communications around travel safety. Our joint efforts will promote Thailand’s rich and trusted offerings to travelers around the globe.” Founded in Phuket more than two decades ago, Agoda maintains strong ties to Thailand and continues to support the country’s tourism sector through its global digital travel platform, which offers access to more than six million accommodation properties, 130,000 flight routes, and 300,000 travel activities worldwide. (TAT)
