Southeast Asia Information Port (www.dnyxxg.com) – The Tourism Authority of Thailand (TAT), under the Ministry of Tourism and Sports, officially launched the "Trustworthy Thailand" seal today, aiming to enhance international confidence and elevate Thailand's image as a safe, reliable, and hospitable destination. The seal aims to ensure tourists feel secure when choosing Thailand, while also recognizing tourism operators that meet the highest safety standards.
Mr. Jakkaphon Tangsutthitham, Deputy Minister of Tourism and Sports, stated that the Thai government recognizes safety as the foundation of sustainable tourism and consistently prioritizes it in its policies. “China is a crucial source market, and maintaining the trust of Chinese tourists is paramount. This launch aims to invite all tourism operators, partners, and stakeholders to work together to promote the Thai tourism industry towards safety, reliability, and sustainability, ensuring Thailand continues to be one of the world's premier travel destinations.”
Mr. Jakkapong added, “The government continues to integrate safety measures with tourism promotion, including raising attraction standards, coordinating with security agencies, providing precise communication, and offering comprehensive convenience for tourists. These efforts mark a steady economic recovery and are the result of collaborative trust building.”
Thailand continues to attract tourists from around the world with its diverse tourism resources, warm hospitality, and unique cultural characteristics. However, in today's tourism environment, safety has become a decisive factor, especially for families, women, independent travelers, and high-quality tourists from major markets such as China, South Korea, Japan, the United States, the United Kingdom, and Europe.
Online platforms and social media are crucial in shaping the image of a tourist destination, and negative reports can have a wide-ranging impact on tourist confidence. Recognizing this, the Tourism Authority of Thailand has prioritized developing a strong initiative to systematically and symbolically demonstrate that Thailand is ready to be a safe, trustworthy, and friendly travel destination.
Ms. Thapane Kiaphaepur, Governor of the Tourism Authority of Thailand, stated, “The ‘Trustworthy Thailand’ seal is a practical mechanism to restore tourist confidence and lay the foundation for Thailand’s tourism industry to meet international safety standards. It’s more than just a symbol; it represents our commitment to making Thailand a safe and truly welcoming tourist destination for every visitor.”
In addition to the certification, the project includes a series of support activities to enhance confidence across the industry. These activities include public forums with provincial administrations, the Ministry of Tourism, the Tourist Police, and the Ministry of Land Transport to discuss integrated safety management; passenger transport safety workshops demonstrating emergency procedures; and targeted trust-building activities for short-haul markets such as China and long-haul markets in Europe and America before the peak season.
The project focuses on accommodation, dining, attractions, entertainment venues, and shopping malls—areas of particular interest to Chinese tourists.
Under this program, tour operators will undergo assessments to obtain the “Trustworthy Thailand” certification, which will serve as a practical safeguard to help tourists make informed decisions. The assessment covers four key areas: general security measures at tourist attractions, such as CCTV installation, emergency response systems, access control, and disaster preparedness; secure financial transactions using recognized global platforms and transparent processes (such as Alipay and WeChat Pay); foreign language communication skills and professional visitor care capabilities, especially in emergencies; and safe access and transportation, including clear signage, transportation connections, and information points.
A dedicated mini-website will launch in September 2025, providing operators with a self-assessment platform and visitors with a directory of certified businesses.
The Thailand Safe Travel Stamp project is planned for nationwide launch in October 2025. The project will focus on international outreach through multilingual content, targeted digital marketing campaigns, and collaborations with key opinion leaders and influencers in key markets. These initiatives aim to reshape Thailand's image as a modern, stable, and safe tourist destination with the message, "Travel Thailand with Confidence, Every Step Confident."
