Bangkok, Thailand – The Tourism Authority of Thailand (TAT) is set to roll out the Thailand Co-Creator programme in February, as part of its broader Trusted Thailand campaign.
The programme will feature more than 20 celebrities and influencers from 10 international markets, who will showcase travel destinations across the country. Thai model and actor Phiravich Attachitsataporn, also known as Mean, has been appointed as the lead Thailand co-creator. TAT projects that content produced through the initiative will generate at least 100 million impressions globally.
Thailand Co-Creator will run under the theme “Healing is the New Luxury,” with content built around five dimensions—retreats, rituals, reels, rhythms, and relations—to position Thailand as a destination for recovery and well-being. The programme will highlight five travel routes spanning Kanchanaburi, Chiang Mai–Lampang, Sakon Nakhon–Nakhon Phanom, Surat Thani, and Songkhla, featuring experiences ranging from outdoor activities to spiritual traditions.
“Through Thailand Co-Creator, we are working with credible voices who can communicate Thailand’s strengths in quality, safety, and hospitality in a way that resonates with today’s travellers,” said Nithee Seeprae, deputy governor for marketing communications at TAT. “The focus is on trust, well-being, and authentic local experiences that reflect Thailand’s readiness as a quality leisure destination.”
Trusted Thailand is an initiative by the agency that positions hospitality as a core pillar of the country’s tourism industry. The campaign aims to build confidence among tourists in the safety standards and quality of local establishments.
