TAT Celebrating 65 Years of Leading Thailand’s Sustainable Tourism Future

On 18 March 2025, the Tourism Authority of Thailand (TAT) proudly marked its 65th anniversary, reflecting on decades of growth, innovation, and a steadfast commitment to sustainable tourism. From its humble beginnings in the 1960s to its position today as a global leader in responsible tourism, TAT’s journey has been nothing short of transformative. With a vision that integrates economic development, environmental conservation, and cultural preservation, TAT continues to shape the future of Thai tourism.

The Journey of TAT: A Legacy of Growth and Vision

Thailand’s tourism story dates back to 1924 when efforts first began to promote the country internationally. However, it was in 1960 that the Tourism Authority of Thailand was officially established, and the groundwork was laid for structured tourism policies. Over the decades, TAT has evolved from promoting domestic travel to becoming a key player in global tourism, shaping Thailand’s reputation as a must-visit destination.

In the 1970s, as international tourism boomed, TAT’s promotional campaigns such as the “Land of a Thousand Smiles” and “Amazing Thailand” put the country on the world map. By the 2000s, TAT spearheaded initiatives like the 7 Greens initiative, which laid the foundation for eco-tourism, and continued to innovate with campaigns such as “Unseen Thailand,” which encouraged travelers to explore the country's hidden gems.

Sustainability at the Core: TAT's Commitment to Responsible Travel

TAT’s leadership in sustainable tourism has been a key focus of its strategy for the past two decades. The introduction of several initiatives, including the 7Greens Initiative in 2008 and the Thailand Tourism Awards in 1996, has set a global benchmark for responsible tourism practices. These programs have encouraged eco-friendly tourism businesses, sustainability-driven travel experiences, and partnerships that balance tourism growth with environmental preservation.

In recent years, TAT has further committed to sustainability by launching the Sustainable Tourism Goals (STGs) in 2023, aligning them with both Thailand’s 20-Year National Strategy and the United Nations Sustainable Development Goals (SDGs). These goals guide the country’s efforts in creating a tourism industry that distributes income fairly, conserves the environment, and reduces waste. The Sustainable Tourism Acceleration Rating (STAR) initiative launched in 2023 also offers businesses a framework for improving their sustainability performance across four key areas: governance, socio-economic impact, cultural preservation, and environmental responsibility.

Celebrating Achievements and Looking Ahead

As TAT celebrates its 65th anniversary, its continued role in fostering a resilient, sustainable tourism industry stands at the heart of Thailand’s global tourism appeal. The vision for Amazing Thailand Grand Tourism & Sports Year 2025 underscores the importance of integrating sports tourism, cultural exploration, and high-value travel experiences, ensuring the future of tourism in Thailand remains both sustainable and innovative.

Looking ahead to 2025, TAT aims to generate 3.4 trillion Baht in tourism revenue, with 39 million international arrivals and 205 million domestic trips. By strengthening its commitment to sustainability, TAT aims to balance growth with environmental responsibility, continuing to position Thailand as a leading global destination.

TAT’s 65-Year Legacy: Sustainable Tourism Leadership

TAT’s 65th anniversary marks more than just a milestone—it's a celebration of a legacy built on resilience, innovation, and sustainability. Through a combination of strategic initiatives, responsible tourism practices, and cultural preservation, TAT has set Thailand on a path to becoming a global leader in sustainable tourism.

To learn more about Thailand’s sustainable tourism initiatives and the ongoing efforts of the Tourism Authority of Thailand, visit www.tatnews.org.