The Tourism Authority of Thailand (TAT) and Dida recently announced a strategic partnership with the signing of a Letter of Intent (LOI), selecting Dida as its lead digital distribution partner for the Trusted Thailand initiative in the China market.
The agreement was signed at Dusit Thani Bangkok by Thapanee Kiatphaibool, Governor of TAT, and Daryl Lee, Group CEO of Dida Holdings.
The partnership is rooted in TAT’s New Thailand vision and its flagship Amazing Thailand campaign, centred on the theme: Unforgettable Experience: Healing is the New Luxury.
Under this vision, Thailand is positioned not merely as a destination, but as a sanctuary, a place where travellers can restore balance, reconnect with purpose, and return home inspired. TAT’s strategy rests on three pillars: strategic market expansion, digital innovation, and the Trusted Thailand initiative - a commitment to setting a new gold standard for safety, quality, and authenticity across the tourism ecosystem.
The TAT-Dida partnership is designed to bring this vision to life in the China market.
“True luxury is no longer defined by a price tag, it is defined by experiences that nourish the soul,” said Thapanee Kiatphaibool, Governor of TAT. “Through Trusted Thailand, we are ensuring that every visitor arrives not just with excitement, but with confidence, trust, and the certainty that Thailand will deliver an unforgettable experience.”
To ensure rapid execution, Dida will launch a dedicated Trusted Thailand China Acceleration Program. As part of this initiative, Dida has committed a minimum of RMB 2.5 million over the next 90 days, starting immediately, to drive demand generation, content development, and experience-led product creation for Thailand in the China market.
“This partnership is built on the foundation that TAT has already established providing 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 is present at that earlier moment, when inspiration becomes intent. This is about turning trust into real demand.”