Thailand – The Tourism Authority of Thailand (TAT) has launched its international ‘Be My Guest’ campaign, aiming to boost the nation’s cultural influence and tourism. The campaign is part of the government’s ‘Amazing Thailand Grand Tourism and Sports Year 2025’
TAT’s ‘Be My Guest’ campaign is part of Thailand’s ‘Soft Power’ initiative, positioning the nation as a premier tourism hub while harnessing cultural storytelling. To create economic value, the campaign leverages heritage while blending it with innovation, highlighting Thai experiences.
Running from June 26 to July 1, 2025, the campaign centres on two core programs: the ‘Be My Guest Soft Power Fam Trip’ and ‘Rhythm of Thailand’. It seeks to blend Thai heritage with modern content creation using strategic storytelling and experiential tourism.
The ‘Be My Guest Soft Power Fam Trip’ invites celebrities, embassy-nominated individuals, entrepreneurs, and influencers to explore curated routes in Samut Songkhram, Sukhothai, and Chanthaburi. These routes are designed under the ‘Thailand in the Box’ concept, immersing guests into Thai food, history, craft, and lifestyle.
Meanwhile, the Rhythm of Thailand initiative pairs ten global influencers from the US, UK, France, China, Italy, and South Korea with ten Thai creators. These duos will journey across diverse destinations like Sukhothai, Chanthaburi, Samut Songkhram, and Bangkok, exploring various Thai Soft Power themes such as Muay Thai, wellness, gastronomy, fashion, and traditional arts.
As part of the campaign, TAT is hosting the Amazing Thailand Saneh Thai Gala Night on June 30 at the Dusit Thani Hotel in Bangkok. The gala will showcase ‘5 Must Do in Thailand,’ featuring experiences in Thai cuisine, traditional craftsmanship, cultural heritage, iconic local products, and hidden gem destinations.
Thapanee Kiatphaibool, TAT governor, said, “This campaign is about more than tourism. We’re inviting the world to see Thailand through the eyes of those who live it – artists, chefs, creators, and communities. Be My Guest allows our heritage to speak for itself, sparking admiration through real stories and shared moments. This is where Soft Power becomes true influence – by forging connections through culture, creativity, and authentic collaboration.”
Nithee Seeprae, TAT deputy governor for marketing communications, commented, “We didn’t just bring influencers to Thailand – we gave them purpose. By designing meaningful collaborations and routes rooted in local identity, we’re helping them tell fresh stories that resonate across cultures. This is content creation with intent, spotlighting the charm of Thailand’s lesser-known gems and redefining how the world experiences our country.”
