The Ministry of Tourism and Sports, together with the Tourism Authority of Thailand (TAT), places great importance on the safety and service quality of international tourists in Thailand. To strengthen trust and comfort, the TAT has introduced the "Trusted Thailand" seal – a symbol of reliability and safety for travelers throughout the country.

The project is being carried out in collaboration with various public and private organizations to evaluate tourism-related businesses and support them in improving their services. The pilot phase includes four types of businesses:

1) Hotels and accommodations 2) Restaurants 3) Department stores and shopping centers 4) Leisure and sights

These facilities are assessed based on key safety practices, including:

1. General safety measures for tourists: Businesses must ensure a safe environment for visitors, e.g. by installing video surveillance in key areas, establishing clear escape routes and emergency plans, ensuring that staff are trained for emergency situations, and implementing other safety measures appropriate to the type of business.

2. Payment security controls: Businesses must offer secure and convenient payment options, including credit/debit card schemes and e-payment platforms that support multiple currencies and channels. They must also ensure the protection of personal data and payment information.

3. International communication services: To support international tourists, businesses must be able to communicate in English or Chinese. This includes staff who speak these languages, the use of translation tools, and the provision of informational materials or signage in English or Chinese.

4. Accessibility Businesses must ensure that tourists can reach the establishment comfortably and safely, whether through public transport, easy-to-understand travel routes or shuttle services.

The Trusted Thailand seal not only raises the service standards of tourism businesses in Thailand, but also gives visitors the assurance that certified businesses prioritize safety and reliable service.

On November 13, 2025, the Tourism Authority of Thailand (TAT) held a press conference and the official presentation of the Trusted Thailand seal of approval at the KBank Siam Pic-Ganesha Hall on the 7th floor of Siam Square One. Representatives from all four categories of businesses attended the event. Tourists can view the list of certified businesses on the website www.tourismthailand.org/trustedthailand and register there to rate participating businesses.

The Tourism Authority of Thailand (TAT) is confident that the "Trusted Thailand" seal will significantly raise safety standards in the Thai tourism sector. International travelers, especially visitors from China, can feel safe and secure during their trip to Thailand. Furthermore, the certification underscores Thailand's commitment to welcoming tourists and providing them with comfort during the peak season.