Bangkok, 22 October 2025 – The Tourism Authority of Thailand (TAT) has made history on the global stage by winning two distinguished accolades at the World Tourism Awards 2025, held on 20 October 2025 at the Royal Museum of Fine Arts of Belgium in Brussels. The achievement reinforces Thailand’s growing leadership in Smart Tourism, showcasing the nation’s success in applying digital innovation and data intelligence to elevate its global competitiveness.
TAT received the “Best Use of AI in Travel” award for its groundbreaking TAT-AI (Thailand’s Tourism Intelligence Powered by AI) initiative, and the “Most Innovative Tourism Campaign” award for its highly successful “Half-Half Thai Travel” campaign. The recognition underscores TAT’s leadership in digital innovation and strategic tourism marketing, further strengthening Thailand’s international reputation as a Smart Tourism destination.
Representing the Governor of TAT in receiving the awards, Mr. Kittipong Prapattong, Deputy Governor for Digitalisation, Research, and Development, said “The two awards embody TAT’s unwavering commitment to transforming Thailand’s tourism industry into a fully digital ecosystem, using innovation to empower local economies, understand traveller behaviour, and ensure inclusive and sustainable growth across all regions of Thailand.”
The TAT-AI Project marks a major leap in Thailand’s tourism data revolution. Officially launched in fiscal year 2025, the initiative consolidates scattered tourism data into a unified National Tourism Data Warehouse. Through a strategic collaboration with Google – including Google Cloud, Gemini, and Google Maps – TAT-AI integrates artificial intelligence to interact directly with travellers via TAT’s official website, providing personalised, real-time travel information. The system also enables data-driven marketing, helping TAT analyse traveller behaviour and craft targeted promotional strategies that position Thailand as a destination powered by innovation and intelligence.
The Half-Half Thai Travel Campaign was one of Thailand’s most impactful domestic tourism stimulus initiatives, designed to revive travel and distribute income equitably to local communities. The campaign applied a 50% co-payment model, offering more than 500,000 travel privileges and engaging nearly 10,000 SME operators nationwide.
A key milestone of this campaign was the creation of the “Amazing Thailand Platform” – a fully TAT-owned digital infrastructure that integrates data from both travellers and businesses while promoting a cashless tourism ecosystem. The campaign successfully boosted travel to secondary cities and generated an estimated 35 billion Baht in economic circulation, contributing to Thailand’s Smart Tourism transformation.
TAT continues to advance national digital and data-driven tourism initiatives, integrating technology seamlessly with Thailand’s economy, culture, and travel experiences. The organisation aims to establish Thailand as a leading Smart Tourism Hub in Asia and beyond in the years to come.
The World Tourism Awards 2025, organised by the World Tourism Forum Institute (WTFI), is the world’s most prestigious recognition of excellence and innovation in the global travel, tourism, and hospitality industry. Held as part of the Global Tourism Forum Annual Meeting 2025 (20–21 October), the ceremony honoured the top 100 performers across more than a hundred categories spanning destinations, hospitality, aviation, sustainability, and digital transformation. The awards serve as a global benchmark for leadership and innovation, spotlighting the visionaries and organisations shaping the future of travel worldwide.
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