TAT partners with Dida to drive Trusted Thailand campaign growth in China
TAT X Dida
The partnership aligns with Thailand’s broader tourism strategy under the “Amazing Thailand” campaign and the country’s evolving focus on experience-led travel.
According to online reports, the Tourism Authority of Thailand (TAT) has entered into a strategic partnership with global travel distribution platform Dida to strengthen Thailand’s tourism promotion efforts in the Chinese market.
The collaboration was formalised through the signing of a Letter of Intent (LOI), under which Dida has been designated as the lead digital distribution partner for the Trusted Thailand initiative in China.
The agreement was signed by Thapanee Kiatphaibool, Governor of TAT, and Daryl Lee, Group CEO of Dida Holdings. The partnership aligns with Thailand’s broader tourism strategy under the “Amazing Thailand” campaign and the country’s evolving focus on experience-led travel.
According to reports, the initiative aims to position Thailand as more than a holiday destination, highlighting experiences centred on wellbeing, rejuvenation and meaningful travel. The Trusted Thailand programme is expected to enhance traveller confidence while promoting authentic tourism experiences among Chinese visitors.
As part of the partnership, Dida will roll out a dedicated China Acceleration Programme to support the initiative. Reports indicate that the company has committed a minimum investment of RMB 2.5 million over the next 90 days towards demand generation, content development and the creation of experience-focused tourism products for the Chinese market.
The collaboration is also expected to strengthen Thailand’s visibility among Chinese travellers at the inspiration and trip-planning stage, while reinforcing the destination’s positioning around safety, authenticity and quality experiences.
