Thailand Launches “Trusted Thailand” Stamp to Strengthen Tourism Safety and Confidence

The "Trusted Thailand" stamp

Reinforcing Trust in Thailand’s Tourism Industry

Thailand took another major step in reinforcing its image as a world-class destination with the launch of the “Trusted Thailand” stamp. Introduced by the Tourism Authority of Thailand (TAT), the initiative aimed to boost international confidence in the kingdom’s tourism sector and highlight Thailand as a safe, reliable, and welcoming destination for global travelers.

The stamp was designed to recognize tourism operators who met the highest standards of safety and service. By offering visitors a practical symbol of assurance, the campaign gave travelers greater confidence in selecting accommodations, restaurants, attractions, shopping venues, and recreational facilities across the country.

Comprehensive Safety Standards for Visitors

To earn the “Trusted Thailand” stamp, tourism operators underwent rigorous assessments covering four main areas. These included the implementation of general safety measures at tourist sites, secure financial transactions through globally recognized platforms, transparent business practices, professional visitor care with multilingual communication, and safe accessibility and mobility for all types of travelers.

This system positioned the stamp not just as a label, but as a meaningful certification that assured visitors of safe and trustworthy travel experiences.

Prioritizing Safety as the Core of Tourism Policy

The "Trusted Thailand" stamp

At the launch ceremony, Jakkaphon Tangsutthitham, vice-minister of tourism and sports, emphasized that safety had long been considered the foundation of sustainable tourism. He noted that while Chinese visitors remained Thailand’s largest market, the initiative also aimed to appeal to travelers from around the world, especially families, female tourists, and independent travelers who placed high value on safety.

He further highlighted the government’s ongoing work to enhance safety through upgraded attraction standards, cooperation with security agencies, accurate and timely communication, and strong visitor facilitation across all touchpoints.

A Symbol of Commitment to Travelers

TAT Governor Thapanee Kiatphaibool stated that the “Trusted Thailand” stamp represented more than just a symbolic gesture. It was a practical tool to restore confidence among international travelers while aligning Thailand’s tourism industry with global safety standards.

She stressed that safety concerns could significantly influence visitor decision-making and underscored the importance of showcasing Thailand’s readiness to deliver secure and welcoming experiences. “The Trusted Thailand stamp is a clear expression of our commitment to making Thailand a destination where every visitor feels safe, cared for, and genuinely welcome,” she said.

Supporting Activities to Enhance Sector Confidence

Beyond certifying operators, the initiative also included a range of supporting activities to reinforce safety across the tourism sector. Public forums were organized with key agencies such as the Department of Provincial Administration, Department of Tourism, Tourist Police Bureau, and Department of Land Transport. These discussions focused on integrated safety management and collective strategies to strengthen tourism confidence.

Workshops on passenger transport safety, demonstrations of emergency procedures, and targeted campaigns were also launched to prepare for the upcoming high season. These campaigns targeted both short-haul markets such as China and long-haul markets across Europe and the Americas, ensuring that Thailand’s message of safety and reliability reached travelers worldwide.

Thailand’s Path to Sustainable Tourism Growth

The “Trusted Thailand” initiative demonstrated the country’s determination to recover and grow its tourism sector sustainably. By combining high safety standards with ongoing tourism promotion, Thailand not only strengthened its position as one of the world’s most desirable destinations but also laid the groundwork for long-term growth based on trust, safety, and traveler satisfaction.

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