Bangkok, Thailand, January 17, 2024 / TRAVELINDEX / Thailand and its people always extend a warm welcome to tourists, underscoring the Kingdom's renowned hospitality and friendliness. The Tourism Authority of Thailand (TAT), in collaboration with the Tourist Police, Grab Taxi (Thailand), and Central Pattana (CPN), has launched the online campaign "Thailand's Always Care" to ensure a smooth travel experience for tourists from around the world and to make them feel safe and welcome in Thailand.

Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), stated: “The ‘Thai Always Care’ campaign is an open dialogue with Thais and foreign tourists, especially those from China, a key source market for Thailand. We want to showcase Thailand’s ongoing efforts to raise safety standards in the travel and tourism sector, as well as the Kingdom’s enduring charm as an attractive destination where tourists can enjoy unforgettable and meaningful travel experiences.”

As part of the “Land of CARE” concept, the “Thais Always Care” campaign reflects Thailand’s well-known hospitality and warmth towards visitors and strengthens the image of Thais as good hosts for tourists.

CARE stands for: Compassion – reflecting the generosity of the Thai people; Assistant – indicating that Thais are good hosts and willing to help tourists in need; Relief – highlighting Thailand as a perfect holiday destination where tourists can relax and discover a wealth of enjoyable travel experiences; and Elevate – highlighting Thailand's continuous efforts to raise tourism and safety standards.

The TAT first launched the campaign in December 2023 at a widely attended press conference led by the Ministry of Tourism and Sport, which highlighted the commitment of 12 public bodies to work together to support the millions of travelers expected during the festive season.

Colonel Somchai Theerapatrpaisan, Deputy Commander of the General Staff Department of the Tourist Police Bureau of Thailand, stated: “The Tourist Police are enhancing their security measures, increasingly relying on technology to assist foreign tourists. This includes the deployment of a mobile Tourist Police patrol car that communicates with tourists and transmits the situation live to the Tourist Police Bureau. The app ‘POLICE I LERT U’, available in several languages ​​including English, Chinese, Russian, Japanese, Korean, French, German, and Arabic, connects foreign tourists to the 24/7 emergency hotline 1155. This hotline also serves as a coordination point for international organizations and embassies to provide immediate assistance to international tourists.”

Mr. Nattakit Tangpoonsinthana, Executive Vice President of Marketing at CPN, explained: “CPN is well on its way to becoming a comprehensive tourist center. Therefore, we have enhanced security measures throughout the store by installing surveillance cameras and implementing strict controls on visitors and vehicles, as well as bag checks at the entrance. Furthermore, our security personnel have received ongoing training to ensure they can respond appropriately to emergencies and unforeseen events.”

Mr. Worachat Luxkanalode, Country Manager of Grab Thailand, stated: “Safety is our top priority. Grab has continuously developed technologies to build passenger confidence and enhance all aspects of their travel experience. These include a rigorous system for selecting our partner drivers, AI-powered facial recognition, online safe driving training, real-time trip monitoring with GPS tracking, and a safety center that provides real-time location updates and assistance in emergencies. We hope these features will increase traveler confidence and contribute to an impressive travel experience in Thailand.”

The "Thai Always Care" campaign relies on collaborations with leading international influencers to strengthen the positive image of Thai tourism and its soft power, as well as to solidify Thailand's reputation as a safe travel destination. The target audience includes domestic and international tourists, including Chinese travelers. The campaign aims to generate 100 million impressions.