Thailand’s tourism authorities have launched a renewed international outreach effort in China under the “Trusted Thailand” framework, partnering with travel technology firm Dida in a bid to restore confidence among one of the country’s most important visitor markets.

The initiative, formally introduced through a strategic agreement in Bangkok, positions Dida as a lead digital distribution partner for the campaign within the Chinese market.

The collaboration is designed to expand the visibility of certified Thai tourism products and streamline access for Chinese travellers through major online platforms.

The “Trusted Thailand” programme is a broader national certification system aimed at reinforcing Thailand’s image as a safe and reliable destination.

It identifies hotels, restaurants, attractions and shopping venues that meet defined safety, service and security standards, with the goal of reassuring international visitors and addressing lingering concerns in key source markets.

Under the latest expansion into China, the campaign will be supported by targeted digital marketing, platform integration, and coordinated promotion across travel ecosystems widely used by Chinese consumers.

Officials involved in the initiative have emphasised that rebuilding trust is central to stabilising and strengthening inbound tourism flows.

The move comes as Thailand continues efforts to recover and grow its tourism sector following fluctuations in visitor arrivals in recent years.

Chinese travellers remain a critical segment of the market, and policymakers have repeatedly highlighted the importance of restoring confidence among independent travellers as well as group tour operators.

The partnership also reflects a wider strategy of aligning public tourism policy with private-sector distribution networks, particularly digital travel platforms that shape booking behaviour in the Chinese outbound market.

Industry observers note that such collaborations are increasingly central to Southeast Asian tourism strategies, where competition for high-value visitors has intensified.

By extending the “Trusted Thailand” initiative into China through dedicated digital infrastructure and platform partnerships, Thailand aims to reinforce its positioning as a safe, high-quality destination and support a more stable recovery in regional tourism demand.