The Tourism Authority of Thailand (TAT) has introduced the “Trusted Thailand” Stamp, a new initiative aimed at bolstering international confidence in the nation’s tourism sector. Announced on August 27, 2025, in Bangkok, this stamp is designed to assure global travelers of safety and reliability while recognizing tourism operators that meet stringent safety standards.
Mr. Jakkaphon Tangsutthitham, Vice Minister of Tourism and Sports, emphasized that safety is paramount for sustainable tourism. He stated, “China is a key source market, and it is crucial that we preserve trust among Chinese visitors.” The initiative calls on all tourism operators and stakeholders to collaborate in promoting Thailand as a safe and welcoming destination.
The Thai government has consistently linked safety measures with tourism promotion. This includes upgrading standards at attractions, coordinating with security agencies, and providing accurate communication to visitors. Mr. Tangsutthitham noted that these combined efforts signify a steady recovery in the tourism sector, resulting from collective actions aimed at building trust.
Thailand remains a popular destination for travelers, renowned for its rich cultural heritage, warm hospitality, and diverse attractions. However, the demand for enhanced safety measures has grown, particularly among families, solo female travelers, and visitors from key markets including China, South Korea, Japan, the United States, the United Kingdom, and Europe. Negative reports can significantly influence a destination’s image, making the launch of the “Trusted Thailand” Stamp a timely response.
Ms. Thapanee Kiatphaibool, TAT Governor, highlighted that the stamp serves not just as a symbol but as a practical assurance for travelers. “The Trusted Thailand stamp is a practical mechanism to restore traveller confidence while laying the foundation for Thailand’s tourism industry to meet international safety standards,” she explained.
To qualify for the stamp, tourism operators will undergo assessments covering four essential areas: general safety measures at tourist sites, secure financial transactions through recognized platforms, professional communication in emergencies, and safe accessibility for visitors. This comprehensive evaluation aims to equip operators with the necessary tools to create a secure environment.
In addition to certification, the initiative includes various supporting activities. These will involve public forums with agencies such as the Department of Provincial Administration and the Tourist Police Bureau to discuss integrated safety management. Workshops will focus on passenger transport safety, showcasing emergency procedures, and targeted campaigns aimed at rebuilding trust before the peak travel seasons.
The project prioritizes key areas of interest for travelers, such as accommodations, restaurants, and attractions. A dedicated mini-site is set to launch in September 2025, featuring a self-assessment platform for operators and a directory of certified businesses for visitors.
The “Trusted Thailand” Stamp initiative is scheduled for nationwide implementation in October 2025. It will emphasize international outreach through multilingual content, targeted digital campaigns, and collaborations with influencers from priority markets. These efforts aim to reshape Thailand’s image as a modern, stable, and safe destination, encapsulated in the slogan, “Travel Thailand with Confidence Every Step of the Way.”
As the tourism landscape evolves, this initiative reflects Thailand’s commitment to ensuring a safe and inviting experience for all travelers.
