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TAT Launches ‘Trusted Thailand’ Mark to Rebuild Tourist Trust

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Photo courtesy of Bangkok Post

 

Tourism operators in Thailand have introduced the "Trusted Thailand" mark to regain traveler confidence while urging the government to launch marketing campaigns ahead of Chinese New Year 2026 and address ongoing issues like the Thai-Cambodian border conflict. The Tourism Authority of Thailand (TAT) plans to enlist at least 5,000 operators in a safety and security certification scheme by January 2026. On Thursday, 235 operators received the credential, covering accommodations, restaurants, attractions, and shopping malls.

 

Sukkajorn Chaitraguntong, general manager of BCP Hotel, believes the scheme could boost Chinese tourist arrivals, although it may take time for foreign tourists to recognize it. Safety concerns, including the kidnapping of Chinese actor Wang Xing and a March 28 earthquake in Myanmar and Thailand, have led to a 34% decline in Chinese arrivals, totaling 3.77 million in the first 10 months of 2025. Though BCP Hotel mainly targets business travelers, its leisure guests from China and South Korea have seen a drop.

 

The new credential alone may not fully revive tourism amid unresolved issues like Thailand's border conflict with Cambodia and political instability. Supawan Tanomkieatipume of the Thai Chamber of Commerce's quality tourism committee suggests the TAT needs to promote the safety badge and plan travel campaigns ahead of Chinese New Year to attract more Chinese tourists. Besides the Chinese market, these initiatives should target other regions, particularly the sluggish Asia-Pacific market.

 

The TAT is using both online and offline strategies, including the online travel agent Trip.com, to promote this program. To qualify for the Trusted Thailand mark, operators must meet criteria such as implementing safety measures, providing CCTV cameras, conducting emergency drills, offering secure payment options, communicating in foreign languages, and ensuring safe property access, reported Bangkok Post.

 

Key Takeaways

  • Thailand's "Trusted Thailand" mark aims to boost tourism confidence.
  • Certification focuses on safety and security with 235 operators initially approved.
  • Chinese tourist arrivals have declined due to safety concerns and regional issues.

 

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image.png  Adapted by ASEAN Now from Bangkok Post 2025-11-17

 

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  • Why does the saying "lipstick on a pig" come to mind? Anything great will sell itself, no need to say you "marked" it.

  • They really have no idea why people are staying away its not trust its a lot of issues baht being high dual pricing  bad publicity with cambodia and visa issues other countries are looking more atract

  • Goodie!! I was wondering what took TAT so long to come up with another ridiculous slogan to attract tourists.  They're so predictable its depressing.    Btw,  the word trust and Thailand sho

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Why does the saying "lipstick on a pig" come to mind?

Anything great will sell itself, no need to say you "marked" it.

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Goodie!! I was wondering what took TAT so long to come up with another ridiculous slogan to attract tourists.  They're so predictable its depressing. 

 

Btw,  the word trust and Thailand should never be in the same sentence. 

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ahh so that's how you do it... you  put  it  'in'  the  name. It's so simple.

 

mind-blown.gif.5105be5c5c8be3a963bc115ba8bc738e.gif

 

 

kidding, good luck to them

 

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They really have no idea why people are staying away its not trust its a lot of issues baht being high dual pricing  bad publicity with cambodia and visa issues other countries are looking more atractive like vietnam ect 

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They would be better off diverting their budget to buy some tractors and harvesters, the cancer quality air is just around the corner.. always good for tourism

 

29 minutes ago, Stressed Eric said:

This smacks of utter desperation!

 

Eric.

Yeah... Trusted Thailand..

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Good to see those that lost the farm through some poor choice of Thai partner, banging on about trust. But I digress.

 

As another member alluded to in another thread, the halcyon days of Thai tourism are over. The horse of floating markets and temples has well and truly bolted along with flying with the gibbons, jet skis, parasailing and rafting. Cookery classes and hot-stone and aromatherapy massages aren't a big draw and never were. Maybe glamping has a future but the appeal isn't a universal 'bucket list' sort of thing 

 

Time to either focus on something unique and enduring and for governments to stop pretending that the current flavours of Thai tourism underpins the national budget. To use another "horse" analogy, that one's been properly flogged 

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My last holiday I went to Koh Chang - stayed at lovely hotels ridiculously good value compared to Australia - beaches and forests lovely - then went to Jomtiem - stayed at a nice Condo with excellent food options. Yes water in Jomtiem  not clean but Jomtiem isn't meant to be Koh Chang. Only big concern for me is air pollution and that's what stops me staying as much as I might like. Thanks Thailand for giving me a nice holiday experience. I'll be back. 

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Given the government’s penchant for flip flopping and treating visitors like meat, what a silly slogan. Better off with ‘Trust Thailand’. Trust being the operative word. Trust tat to cone up with a lemon. 

5 minutes ago, Fat is a type of crazy said:

My last holiday I went to Koh Chang - stayed at lovely hotels ridiculously good value compared to Australia - beaches and forests lovely - then went to Jomtiem - stayed at a nice Condo with excellent food options. Yes water in Jomtiem  not clean but Jomtiem isn't meant to be Koh Chang. Only big concern for me is air pollution and that's what stops me staying as much as I might like. Thanks Thailand for giving me a nice holiday experience. I'll be back. 

Koh Chang is as boring as it gets.

 

Don't even get me started on 'Jomtien.'

 

Eric.

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Every one a winner....

 

"Amazing Thailand"

"Follow Your Heart, Unforgettable Thailand"

"Amazing Thailand, Amazing New Chapters"

"Be yourself as you can't be anywhere else"

"Discover Thainess"

"Amazing Thailand Always Amazes You"

"Amazing Thailand: It Begins with the People"

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6 minutes ago, Upnotover said:

Every one a winner....

 

"Amazing Thailand"

"Follow Your Heart, Unforgettable Thailand"

"Amazing Thailand, Amazing New Chapters"

"Be yourself as you can't be anywhere else"

"Discover Thainess"

"Amazing Thailand Always Amazes You"

"Amazing Thailand: It Begins with the People"

I've just come up with a new one :

 

"Tremendous Thailand Just drop your money off at the airport and go home, thank you so much, goodbye.."

 

Eric.

The first step to gaining tourists' trust is to eliminate Tuk-Tuk and taxi scams. Once this is sincerely addressed, the trust you're seeking will be restored easily.

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3 years ago we had our first holiday in Vietnam, we've been back every year since, over a dozen trips.

 

TAT should be investigating why we people like us go back instead of to Thailand's resorts as we used to do.

16 hours ago, snoop1130 said:

Tourism operators in Thailand have introduced the "Trusted Thailand" mark to regain traveler confidence

It's gonna take a lot more than that.

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1 hour ago, Stressed Eric said:

I've just come up with a new one :

 

"Tremendous Thailand Just drop your money off at the airport and go home, thank you so much, goodbye.."

 

Eric.

Now now, Bob, don’t be like that. They’d much prefer you to just wire it and stay home. Edit, actually that wouldn’t work as it’d spoil the arrival figures. 

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Quote

TAT Launches ‘Trusted Thailand’ Mark

"Trusted" implies that trust has been proven, tested and established for a period of time...

Maybe the TAT should first labor to establish that trust before labeling Thailand as "trusted"..., also "trusted" by whom exactly?

Hmmmm, so how can I trust the peeps here, when as soon as I clear immigration, the taxi guy is trying to scam me?  Followed by everyone else and their brother?

30 minutes ago, The Alien said:

The first step to gaining tourists' trust is to eliminate Tuk-Tuk and taxi scams. Once this is sincerely addressed, the trust you're seeking will be restored easily.

I agree....those more runs would get more of my business if only they were not so eff ing greedy.  

2 hours ago, Fat is a type of crazy said:

My last holiday I went to Koh Chang - stayed at lovely hotels ridiculously good value compared to Australia - beaches and forests lovely - then went to Jomtiem - stayed at a nice Condo with excellent food options. Yes water in Jomtiem  not clean but Jomtiem isn't meant to be Koh Chang. Only big concern for me is air pollution and that's what stops me staying as much as I might like. Thanks Thailand for giving me a nice holiday experience. I'll be back. 

One swallow dose not make a summer unfortunately.

 

17 hours ago, snoop1130 said:

Tourism operators in Thailand have introduced the "Trusted Thailand"

The last this phrase was used it was "Safe and Trusted Thailand" so it's not safe anymore ?

No mention of dual pricing. Where's the trust?

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Every week a new fart ...... beautiful, fantastic, hilarious and most entertaining. 

Get to the root of tourism business; facilitate the visa subject and streamline overland entries with aviation arrivals, get the arrogant Thai banks to allow tourists to open an account with an ATM card, stop massively overcharging foreign credit cards compared to local ones. The list is endless and it seems that the pandora box of funny ideas at the tourism promotion desks are equally endless ......... 

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Thailand, you might want to try to put your pants on before putting on your shoes (which are both pretty worn out in your case). You just got it all so wrong and backwards....

3 hours ago, Stressed Eric said:

I've just come up with a new one :

 

"Tremendous Thailand Just drop your money off at the airport and go home, thank you so much, goodbye.."

 

Eric.

 

How much did she take you for Eric?

 

Or maybe it's that frozen pension thing?

1 hour ago, Hardcastle P said:

One swallow dose not make a summer unfortunately.

 

 

Doesn't make a bj either.

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