TAT partners with Mastercard on AI-powered upgrade of ‘Amazing Thailand’ app

Bangkok, Thailand – Tourism Authority of Thailand (TAT) is set to roll out an updated version of its Amazing Thailand mobile application on 15 March, developed in collaboration with Mastercard.

The revamped application will introduce an AI-powered chatbot designed to provide real-time assistance and personalised recommendations to users. Tourism experiences offered through Mastercard’s Priceless programme will also be integrated into the app, including selected exclusive privileges.

In addition, the app will feature travel-planning tools that allow users to create itineraries and explore destinations and attractions across the country. According to TAT, the function is intended to help travellers discover merchants, local communities, culinary experiences, and other tourism offerings, with the aim of supporting longer stays, broader spending distribution, and opportunities for local enterprises and SMEs.

“The revamped Amazing Thailand app represents a significant step forward in how we welcome and support visitors to Thailand,” said Kittipong Prapatthong, TAT deputy governor for digital, research and development. “By enhancing the end-to-end travel experience through a trusted national platform, we are strengthening Thailand’s competitiveness as a global tourism destination while creating greater opportunity for local communities and businesses.”

TAT said the platform was developed in alignment with its Amazing 5 Economy framework, which focuses on revenue generation, innovation, and sustainable tourism growth.

“Tourism growth today depends on trust, confidence, and seamless digital experiences. Through our collaboration with the Tourism Authority of Thailand, we are helping build a national platform that makes it easier for visitors to move, discover, and engage across the country with confidence,” said Safdar Khan, division president of Southeast Asia at Mastercard.