Thailand Launches “Trusted Thailand” Certification to Reinforce Tourism Confidence
New accreditation programme aims to boost visitor trust and help achieve Thailand’s 2.8 trillion-baht tourism revenue target for 2026
Thailand has unveiled a new certification scheme, “Trusted Thailand”, designed to ratify safety, reliability and professionalism across the country’s tourism sector.
The initiative, launched by the Tourism Authority of Thailand (TAT) in partnership with the Ministry of Tourism and Sports, is intended to strengthen international visitor confidence, particularly from China, and support Thailand’s goal of reaching 2.8 trillion baht in tourism revenue in 2026.
The certification covers a wide range of tourism-related businesses – from hotels and restaurants to attractions and recreational venues – and is awarded to establishments that meet rigorous standards in four key areas.
These are: general safety measures (such as CCTV, emergency response and disaster preparedness); secure payment systems, including Alipay and WeChat Pay; multilingual communication and professional visitor care; and safe and accessible transport and signage.
Once certified, operators will display the “Trusted Thailand” stamp, valid for two years, which serves as a visible assurance to international travellers.
The initiative is projected to enrol more than five thousand tourism businesses nationwide, with support from global travel platforms such as Trip.com and Agoda that will promote accredited operators.
Minister of Tourism and Sports, Atthakorn Sirilatthayakorn, stated that the initiative is not just a certification but a clear guarantee of safety and professionalism for global visitors.
He stressed that the programme is especially targeted at the Chinese market, which contributed around 3.7 million arrivals in 2025 to date, equivalent to about 15 per cent of all international visitors in Thailand.
Industry observers note that the certification reflects Thailand’s strategy to differentiate its tourism offering amid mounting competition from rival destinations.
By emphasising safety and seamless service, the country aims to elevate its appeal in a travel market that increasingly prioritises trust and predictability.
The success of the programme will depend on consistent enforcement of the standards and ongoing monitoring by authorities and operators.
For Thailand’s tourism sector, the “Trusted Thailand” mark represents both a symbol and a practical tool in its journey to reclaim leadership in global travel and deliver a safe, high-quality experience for visitors.
The initiative, launched by the Tourism Authority of Thailand (TAT) in partnership with the Ministry of Tourism and Sports, is intended to strengthen international visitor confidence, particularly from China, and support Thailand’s goal of reaching 2.8 trillion baht in tourism revenue in 2026.
The certification covers a wide range of tourism-related businesses – from hotels and restaurants to attractions and recreational venues – and is awarded to establishments that meet rigorous standards in four key areas.
These are: general safety measures (such as CCTV, emergency response and disaster preparedness); secure payment systems, including Alipay and WeChat Pay; multilingual communication and professional visitor care; and safe and accessible transport and signage.
Once certified, operators will display the “Trusted Thailand” stamp, valid for two years, which serves as a visible assurance to international travellers.
The initiative is projected to enrol more than five thousand tourism businesses nationwide, with support from global travel platforms such as Trip.com and Agoda that will promote accredited operators.
Minister of Tourism and Sports, Atthakorn Sirilatthayakorn, stated that the initiative is not just a certification but a clear guarantee of safety and professionalism for global visitors.
He stressed that the programme is especially targeted at the Chinese market, which contributed around 3.7 million arrivals in 2025 to date, equivalent to about 15 per cent of all international visitors in Thailand.
Industry observers note that the certification reflects Thailand’s strategy to differentiate its tourism offering amid mounting competition from rival destinations.
By emphasising safety and seamless service, the country aims to elevate its appeal in a travel market that increasingly prioritises trust and predictability.
The success of the programme will depend on consistent enforcement of the standards and ongoing monitoring by authorities and operators.
For Thailand’s tourism sector, the “Trusted Thailand” mark represents both a symbol and a practical tool in its journey to reclaim leadership in global travel and deliver a safe, high-quality experience for visitors.
