TAT and Visa Partner to Boost Thai Tourism with Financial Innovation

Collaboration to enhance Thailand’s tourism through data-driven marketing, expanded digital payments, and enriching visitor experiences.

Bangkok, 30 October 2024 – The Tourism Authority of Thailand (TAT) and Visa, a global leader in digital payments, have signed a memorandum of understanding (MOU) titled “Reshaping Thailand’s Tourism with Innovation and Advanced Data Analytics.”

This initiative aims to elevate Thailand’s appeal as a premier destination during the Thailand Grand Tourism Year 2025 by integrating financial innovation to provide a seamless experience for travelers and promote sustainable growth for local businesses.

TAT Governor Ms. Thapanee Kiatphaibool shared, “TAT is dedicated to advancing tourism through a 360-degree partnership, engaging all sectors both domestically and internationally. This MOU with Visa represents a united effort to improve the tourism experience through financial innovation, allowing travelers to enjoy seamless financial transactions.”

Through Visa’s data analytics, TAT aims to develop targeted tourism campaigns and expand digital payment acceptance, enhancing convenience for international visitors, especially from 23 key markets that drive over 80% of Thailand’s total foreign revenue.

Visa Thailand’s Country Manager, Punnamas Vichitkulwongsa, commented, “We are thrilled to extend our valued partnership with TAT. As global travel surges, visitors expect a seamless, cashless experience. This collaboration supports local businesses while offering new opportunities for tourism stakeholders, fostering Thailand’s economic growth.”

Key Focus Areas of the TAT-Visa Partnership

The MOU focuses on four primary initiatives:

1. Strategic Marketing Programs: TAT and Visa will implement the “Five Musts” program—Must Taste, Must Try, Must Buy, Must Seek, and Must See—highlighting Thailand’s top restaurants, attractions, and experiences to deepen tourist engagement.
2. Visa Expansion and STAR Project: Aiming to expand Visa’s acceptance in key provinces, this initiative enhances Thailand’s tourism infrastructure, allowing secure, convenient payment options and supporting local business growth.
3. Collaborative Communication and Campaigns: TAT and Visa will collaborate on global campaigns to raise awareness and attract tourists through co-promoted initiatives.
4. Data Analytics and Consulting: Using Visa’s data insights, the collaboration will refine marketing strategies for campaigns like the Winter, Summer, and Grand Sales, enhancing engagement across tourist seasons.

This TAT-Visa partnership reaffirms both organizations’ commitment to transforming Thailand’s tourism landscape through innovation, solidifying the country’s status as a world-class travel destination.