Thailand and Dida sign strategic tourism partnership

The Tourism Authority of Thailand (TAT) and Dida Holdings officially announced a strategic partnership on May 16, signing a Letter of Intent (LOI) to position Dida as the lead digital distribution partner for the Trusted Thailand initiative in the China market. The agreement was formalized at Dusit Thani Bangkok, with Thapanee Kiatphaibool, Governor of TAT, and Daryl Lee, Group CEO of Dida Holdings, overseeing the collaboration. The partnership aligns with TAT’s New Thailand vision, centered on the ‘Amazing Thailand’ campaign with the theme *Unforgettable Experience: Healing is the New Luxury*. Trusted Thailand aims to redefine tourism by emphasizing safety, quality, and authenticity, supported by three pillars: strategic market expansion, digital innovation, and the Trusted Thailand initiative. Dida will launch the Trusted Thailand China Acceleration Program to drive demand, with a minimum investment of RMB 2.5 million over the next 90 days. This funding will focus on content development, experience-led product creation, and demand generation to ensure Thailand’s prominence in the Chinese travel market. Thapanee Kiatphaibool highlighted that luxury travel is now defined by soul-nourishing experiences, not just cost. The initiative ensures travelers arrive with confidence, trust, and certainty in Thailand’s offerings. Daryl Lee emphasized that the partnership leverages TAT’s established commitment to safety and authenticity. Dida’s role is to position Thailand as a top choice during the early stages of travel inspiration, converting trust into tangible demand. The collaboration marks a significant step in TAT’s digital innovation strategy, aiming to solidify Thailand’s reputation as a trusted, high-quality destination in China’s competitive travel market.