Thailand is launching a nationwide initiative to bolster tourism following reported safety concerns that have impacted visitor confidence, particularly among Chinese travelers-a key demographic representing 15% of the 26.7 million international arrivals to date in 2025. The “Trusted Thailand” program will certify tourism businesses meeting enhanced security and service standards, aiming to reassure travelers and help the nation reach its goal of 2.8 trillion baht in tourism revenue by 2026. The scheme, announced jointly with Chinese diplomatic representatives, signals a focused effort to maintain Thailand’s position as a leading destination in Southeast Asia [[1]].
Bangkok –
Thailand is launching a new nationwide certification program aimed at restoring tourist confidence following concerns over safety and security within the country. The initiative, dubbed “Trusted Thailand,” seeks to reassure travelers and boost tourism revenue to 2.8 trillion baht by 2026.
The campaign was jointly announced on Thursday, November 13th, by Tourism and Sports Minister Atthakorn Sirilatthayakorn, Yang Xiaolong, Cultural Counselor at the Chinese Embassy, and Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT). The move comes as Thailand seeks to solidify its position as a premier destination in a competitive global market.
The “Trusted Thailand” logo will be awarded to hotels, restaurants, attractions, and shopping centers that meet stringent standards in security and service. These standards encompass general safety measures, secure payment systems, multilingual communication capabilities, and safe transportation access.
The initiative includes partnerships with key stakeholders, including the Department of Tourism, national parks, health authorities, tourist police, hotel and retail associations, and major platforms like Trip.com, Agoda, and Grab.
Thailand welcomed 26.7 million international visitors in the first ten months of 2025, with Chinese tourists accounting for 3.7 million – or 15% – of that total. However, recent reports indicate a decline in Chinese tourism due to safety concerns circulating on Chinese social media.
“Security and trust are paramount in travel decisions,” said Minister Atthakorn. “This project will strengthen confidence and encourage repeat visits, particularly from the Chinese market.”
The scheme has been lauded as a policy that will strengthen the 50-year diplomatic relationship between China and Thailand. The TAT anticipates at least 5,000 operators will participate, gaining benefits such as promotion on Trip.com and through TAT’s marketing channels.
Participants will be evaluated based on safety protocols, payment security, language support, and accessibility standards. The program’s success could be a key factor in the country’s economic recovery following the pandemic.
“Trusted Thailand is a collaborative effort to reaffirm Thailand as a safe, reliable, and preferred destination,” stated TAT Governor Thapanee. “We are confident this program will help restore Chinese tourist arrivals and drive overall tourism growth.”
(bnl/ddn)
