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Thailand’s Tourism Authority Unveils 30 Million-Baht Upgrade to ‘Amazing Thailand’ Travel App
The Tourism Authority of Thailand is investing in a major digital overhaul of its flagship travel app to enhance services and support strategic tourism growth targets
Thai tourism officials have announced a significant investment to enhance the digital experience for inbound travellers, allocating thirty million baht to revamp the Tourism Authority of Thailand’s (TAT) flagship “Amazing Thailand” mobile application.
The investment forms part of a broader strategy to modernise tourism technology, improve visitor services and support the kingdom’s ambitious revenue and visitor targets for 2026. The revamped app will introduce new features and improved functionality designed to deliver seamless, personalised travel information, local experiences and real-time assistance for international visitors navigating Thailand’s diverse destinations and services.
Tourism officials emphasise that upgrading digital infrastructure is essential to delivering world-class visitor experiences and aligning with Thailand’s strategic shift toward quality-focused tourism growth.
This upgrade is part of TAT’s response to evolving traveller expectations and the competitive landscape in which digital convenience and reliable information access are increasingly decisive factors in destination choice.
The investment also complements other initiatives under the Tourism Authority’s comprehensive strategy for 2026, which includes campaigns to attract high-value tourists, strengthen global marketing outreach and extend tourism benefits to secondary cities and niche markets.
Authorities are positioning the enhanced app as a digital gateway to the “Amazing Thailand” brand, offering features that support planning, navigation, event information and customised recommendations.
In announcing the investment, TAT underscored its commitment to leveraging technology to deepen engagement with visitors, improve competitiveness and help sustain tourism growth amid global challenges and shifting travel trends.
The timing of the app enhancement coincides with Thailand’s broader objectives to attract tens of millions of international visitors and generate substantial tourism revenue in the coming years, reinforcing the role of innovative digital tools in bolstering the country’s tourism ecosystem.
The investment forms part of a broader strategy to modernise tourism technology, improve visitor services and support the kingdom’s ambitious revenue and visitor targets for 2026. The revamped app will introduce new features and improved functionality designed to deliver seamless, personalised travel information, local experiences and real-time assistance for international visitors navigating Thailand’s diverse destinations and services.
Tourism officials emphasise that upgrading digital infrastructure is essential to delivering world-class visitor experiences and aligning with Thailand’s strategic shift toward quality-focused tourism growth.
This upgrade is part of TAT’s response to evolving traveller expectations and the competitive landscape in which digital convenience and reliable information access are increasingly decisive factors in destination choice.
The investment also complements other initiatives under the Tourism Authority’s comprehensive strategy for 2026, which includes campaigns to attract high-value tourists, strengthen global marketing outreach and extend tourism benefits to secondary cities and niche markets.
Authorities are positioning the enhanced app as a digital gateway to the “Amazing Thailand” brand, offering features that support planning, navigation, event information and customised recommendations.
In announcing the investment, TAT underscored its commitment to leveraging technology to deepen engagement with visitors, improve competitiveness and help sustain tourism growth amid global challenges and shifting travel trends.
The timing of the app enhancement coincides with Thailand’s broader objectives to attract tens of millions of international visitors and generate substantial tourism revenue in the coming years, reinforcing the role of innovative digital tools in bolstering the country’s tourism ecosystem.
