Tourism Authority of Thailand

The Tourism Authority of Thailand (TAT) is the national tourism organization of Thailand, operating as a state enterprise under the Ministry of Tourism and Sports. Established on May 4, 1979, its core mission is to promote Thailand's tourism industry, disseminate the country's reputation for natural beauty, cultural heritage, and diverse activities, while also ensuring the safety and convenience of tourists. TAT aims to foster understanding and hospitality between peoples and nations through tourism, and to initiate the development of tourism infrastructure and facilities. Its headquarters are located in Ratchathewi, Bangkok.

TAT's key services and initiatives include extensive marketing and communication campaigns, such as "Amazing Thailand" and "Feel All the Feelings, Seeking Thailand's Wonders," designed to attract high-value market segments and restore confidence in travel to Thailand. The organization focuses on delivering high-quality tourism experiences, developing advanced marketing information systems, and maintaining comprehensive tourism databases. It also manages platforms like the Tourism Thailand Information Center, Thailand Festival, and TAT Academy, and actively promotes sustainable tourism, health and wellness tourism, and the MICE industry.

Under the leadership of Governor Thapanee Kiatphaibool, TAT continues to drive Thailand's market positioning as a strategic leader in meaningful and sustainable tourism. Recent notable activities in 2026 include successfully concluding the Global Sustainable Tourism Conference (GSTC) in Phuket, expanding its brand ambassador program with LISA, and strengthening tourism partnerships with China to target 4.72 million Chinese visitors. In 2025, TAT launched the "Amazing Thailand OK Establishment" initiative to enhance hotel safety standards and received the Global Leadership Award for tourism innovation and transformation.