The Tourism Authority of Thailand (TAT) has unveiled the Trusted Thailand Stamp to give international travellers peace of mind when choosing the Kingdom and to recognise operators that meet the highest safety standards.
TAT noted that in today’s travel environment, safety has become a decisive factor, especially among families, female travellers, independent tourists, and quality visitors from key markets such as China, South Korea, Japan, the US, the UK, and Europe.
Online platforms and social media significantly shape a destination’s image, and negative reports can impact confidence on a wide scale. Recognising this, TAT has prioritised the development of a robust initiative that demonstrates Thailand’s readiness to be a safe, trustworthy, and friendly destination in both systemic and symbolic ways.
Jakkaphon Tangsutthitham, vice minister of tourism and sports, said the Thai government recognises that safety is the foundation of sustainable tourism and remains the first priority in policy.
He emphasised that the government has continuously paired safety measures with tourism promotion, including upgrading the standards of attractions, coordinating with security agencies, delivering accurate communication, and facilitating visitors in all dimensions.
Under this initiative, tourism operators aiming for the Trusted Thailand stamp will be assessed on four key areas: general safety measures at tourism sites such as CCTV installation, emergency response systems, controlled access and disaster preparedness; secure financial transactions with recognised global platforms and transparent practices (such as Alipay and WeChat Pay); foreign language communication and professional visitor care, particularly in emergencies; and safe access and mobility, including clear signposting, transport connections and information points.
Beyond certification, the project also features supporting activities to strengthen confidence across the sector. These include a public forum with agencies such as the Department of Provincial Administration, Department of Tourism, Tourist Police Bureau and Department of Land Transport to discuss integrated safety management; workshops on passenger transport safety with demonstrations of emergency procedures; and targeted campaigns to rebuild trust ahead of the high travel season.
While the initiative serves all travel markets, it will have a strong focus on key points of interest for Chinese travellers – accommodation, restaurants, attractions, recreational venues, and shopping centres.
A mini-site will be launched in September 2025, providing a self-assessment platform for operators and a directory of certified businesses accessible to visitors.
Thapanee Kiatphaibool, TAT governor, said: “The Trusted Thailand stamp is a practical mechanism to restore traveller confidence while laying the foundation for Thailand’s tourism industry to meet international safety standards. More than a symbol, it represents our commitment to making Thailand a destination where every visitor feels secure and truly welcome.”
