On 18 March 2025, the Tourism Authority of Thailand (TAT) marks its 65th anniversary, celebrating decades of dedication to establishing Thailand as a world-class tourist destination. Over the past six decades, TAT has transformed from a modest tourism agency into a global leader in sustainable tourism, balancing economic growth, environmental conservation, cultural preservation, and community-driven development.
The Journey of TAT: From Past to Present
Thailand’s tourism promotion began in 1924, when Field Marshal Prince Krom Phra Kampaengphet Akrayothin, as Commander of the State Railway of Thailand, initiated efforts to advertise Thailand internationally. In 1936, the Ministry of Economic Affairs introduced Thailand’s first national tourism development plan, but World War II disrupted its progress.
In 1950, the government revived its tourism strategy, establishing the Tourism Office under the Prime Minister’s Office, laying the foundation for structured tourism policies. Recognising the industry’s growing significance, Thailand officially established the Tourist Organization of Thailand (TOT) on 18 March 1960, with Prime Minister Field Marshal Sarit Thanarat presiding over its inauguration.
By 1979, as tourism became a key economic driver, TOT was restructured into the Tourism Authority of Thailand (TAT), expanding its role to include domestic tourism promotion, industry regulation, and sustainability initiatives.
TAT’s official emblem, introduced in 1963, represents Thailand’s cultural identity and global connectivity. It features Phra Prang of Wat Arun, symbolising the nation’s heritage, with an airplane, representing international tourism, and the Royal Barge Suphannahong, signifying Thailand’s deep-rooted traditions.
Six Decades of TAT: Pioneering Growth, Innovation, and Sustainable Tourism
Since its establishment in the 1960s, TAT has played a pivotal role in shaping Thailand’s tourism industry. Initially focused on attracting international visitors, Thailand welcomed 81,340 tourists in its first year. By the 1970s, arrivals surpassed one million, prompting large-scale promotional campaigns.
The 1980s and 1990s saw landmark initiatives such as Land of a Thousand Smiles and Amazing Thailand, elevating Thailand’s global appeal. In 1980, TAT launched the Thailand Tourism Festival (TTF) to promote domestic tourism and local economies. The introduction of the Thailand Tourism Awards in the 1990s reinforced sustainable tourism practices.
By the 2000s, Thailand welcomed over 10 million visitors, with campaigns like Unseen Thailand and Thailand Grand Invitation, showcasing hidden gems and off-the-beaten-path experiences. The 7 Greens initiative led Thailand’s eco-tourism movement, and in 2001, TAT launched Thailand Travel Mart Plus (TTM+), now one of Asia-Pacific’s premier travel trade fairs.
The 2010s marked exponential growth, with Thailand attracting 37 million visitors by 2018 and 39 million by 2019. TAT introduced Discover Thainess, reinforcing Thailand’s cultural identity, and Open to the New Shades, encouraging creative tourism experiences for both first-time and repeat visitors.
The 2020s ushered in an era of resilience and sustainability. The COVID-19 pandemic led to the launch of SHA (Amazing Thailand Safety & Health Administration) in 2020, ensuring safety and hygiene standards for tourism businesses. Marketing initiatives such as the Best Wishes (Pla-Ta-Pian) film reassured global travellers, while Thailand pioneered international reopening with Phuket Sandbox and Samui Plus in 2021, followed by the WAIT NO MORE campaign to revive tourism.
As Thailand’s tourism sector rebounded, Visit Thailand Year 2022-2023: Amazing New Chapters revitalised travel, highlighting fresh and diverse experiences. In 2023, the Sustainable Tourism Goals (STGs) and the STAR (Sustainable Tourism Acceleration Rating) programme were launched to elevate sustainability standards among tourism businesses. By 2024, Thailand’s tourism sector continued its strong rebound, with international tourist arrivals reaching 35 million, generating over 1.8 trillion Baht in tourism revenue. The Your Stories Never End campaign continued to showcase Thailand’s immersive travel experiences, complemented by 5 Must Do in Thailand, which promoted unique and high-value attractions, further strengthening Thailand’s position as a leading global destination.
Now in 2025, TAT leads the Amazing Thailand Grand Tourism and Sports Year, positioning Thailand as a premier destination for sports tourism, cultural exploration, and high-value travel. This campaign strengthens Thailand’s global appeal while maintaining a firm commitment to sustainability, innovation, and inclusive growth.
TAT’s Commitment to Sustainable Tourism
As a global leader in sustainable travel, TAT has launched key initiatives to enhance responsible tourism and long-term economic growth:
✔ Thailand Tourism Awards – Established in 1996, these awards recognise outstanding tourism businesses, enhance industry standards, and promote sustainable practices. Winners receive the Kinnaree Trophy and exclusive sales and marketing support from TAT.
✔ 7Greens Initiative – Launched in 2008, this programme promotes eco-friendly tourism through collaboration with businesses, communities, and travellers. It focuses on environmental awareness, sustainable tourism sites, responsible tourism experiences, and innovative green solutions.
✔ SHA (Amazing Thailand Safety & Health Administration) – Introduced in 2020 to ensure health and safety standards, SHA certification is a collaboration between TAT and public health authorities, establishing hygiene protocols across the tourism sector.
✔ Sustainable Tourism Goals (STGs) – Introduced in 2023, the STGs align with Thailand’s 20-Year National Strategy (2018–2037) and the United Nations Sustainable Development Goals (SDGs). These 17 objectives guide Thailand’s sustainable tourism policies, focusing on income distribution, environmental conservation, renewable energy, waste reduction, and global partnerships.
✔ STAR Initiative – Launched in 2023 to raise sustainability standards in tourism businesses, the Sustainable Tourism Acceleration Rating (STAR) evaluates businesses on Good Governance, Socio-Economic Impact, Cultural Preservation, and Environmental Responsibility.
Celebrating 65 Years: A Legacy of Excellence
As TAT celebrates 65 years of tourism leadership, its commitment to sustainability, responsible tourism, and high-value experiences remains unwavering. With a clear vision for the future, TAT continues to position Thailand as a world-class travel destination, benefiting visitors, communities, and the environment.
Looking ahead to 2025, TAT aims to generate 3.4 trillion Baht in tourism revenue, with 2.23 trillion Baht from international visitors (39 million arrivals) and 1.17 trillion Baht from domestic tourism (205 million trips), reinforcing its role as a global leader in sustainable and high-value tourism.
