Thailand is introducing a new safety and quality certification aimed at restoring traveller confidence and attracting more Chinese tourists, a key market for the country’s tourism industry.
The “Trusted Thailand” programme, launched by the Tourism Authority of Thailand (TAT) together with public and private partners, will certify hotels, restaurants, attractions, and shopping centres that meet national safety and service standards. The initiative is part of the government’s effort to strengthen Thailand’s image as a safe and reliable travel destination while driving tourism revenue to 2.8 trillion baht (about US$76 billion) in 2026.
Tourism and Sports Minister Atthakorn Sirilatthayakorn said the programme reflects Thailand’s commitment to maintaining international confidence as the country recovers from pandemic-era disruptions.
“The ‘Trusted Thailand’ initiative by the Tourism Authority of Thailand is designed to strengthen travellers’ confidence when choosing hotels, restaurants, and attractions,” Atthakorn said. “The Trusted Thailand mark serves as a symbol of safety and reliability, encouraging visitors — especially from China — to return and rediscover Thailand.”
The launch event, held in Bangkok on Nov. 13, was attended by Atthakorn, Yang Xiaolong, the Counsellor for Cultural Affairs at the Embassy of the People’s Republic of China in Thailand, and Thapanee Kiatphaibool, the Governor of the Tourism Authority of Thailand (TAT). Representatives from key agencies and tourism partners — including the Department of Tourism, the Department of National Parks, Tourist Police, Trip.com, Agoda, Grab Thailand, and the Thai Hotels Association — also took part.
According to the Tourism Ministry, Thailand received about 26.7 million international visitors during the first ten months of 2025, with 3.7 million arrivals from China, accounting for roughly 15% of the total. The government expects the number to rise as confidence improves among Chinese travellers, who are considered a cornerstone of Thailand’s tourism recovery.
Chinese independent travellers, known as FITs (Free Independent Travellers), now make up a growing segment of the market. However, recent safety concerns and media coverage have affected their travel decisions. TAT Governor Thapanee said the new certification aims to reassure visitors by guaranteeing higher safety and service standards.
“Amid shifting perceptions and growing demand for safer travel, the ‘Trusted Thailand’ initiative unites public and private sectors to restore confidence and reaffirm Thailand as a safe, high-quality, and trustworthy destination — especially for Chinese travellers, ” Thapanee said.
The certification evaluates businesses on four main fronts: general safety measures, including CCTV, emergency response protocols, and disaster preparedness; secure payment systems linked to trusted platforms such as Alipay and WeChat Pay; foreign-language support to assist non-Thai speakers during emergencies; and safe accessibility, with clear signage and dependable transport connections for travellers.
TAT expects at least 5,000 tourism operators to apply for the certification. Businesses that pass the evaluation will be permitted to display the “Trusted Thailand” mark and will receive promotional support through TAT’s marketing channels. Certified establishments will also be featured on major travel platforms such as Trip.com.
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The Chinese Embassy in Bangkok praised the initiative, calling it a timely step in strengthening bilateral tourism ties as Thailand and China celebrate 50 years of diplomatic relations in 2025.
“For 50 years, China and Thailand have shared deep and enduring ties, especially in tourism. Safety is vital to every travel decision, and the launch of the ‘Trusted Thailand’ initiative is a commendable step — a symbol of cooperation, responsibility, and genuine commitment to ensuring Chinese visitors enjoy a safe, high-quality travel experience,” said Yang Xiaolong.
The Trusted Thailand initiative is part of the government’s broader strategy to raise tourism standards and diversify its appeal in the global travel market. It builds on Thailand’s reputation for hospitality, while addressing travellers’ growing demand for transparency and accountability in tourism services.
Thailand remains one of the most visited destinations in Asia, and the tourism industry contributes about 20% of the country’s GDP. Officials say the new programme will help the country maintain its competitive edge and strengthen confidence among travellers worldwide.
Tourism businesses interested in the certification can apply at www.tourismthailand.org/trustedthailand, or contact LINE Official: @trustedthailand and the 1672 Travel Buddy hotline for more details.
