The Tourism Authority of Thailand (TAT) has won two prestigious awards at the World Tourism Awards 2025, recently held in Brussels, Belgium. The awards received were the “Best Use of AI in Travel” for the TAT-AI (Thailand’s Tourism Intelligence Powered by AI) project, and the “Most innovative Tourism Campaign” for the Half-Half Thai Travel initiative. These honors underscore Thailand’s excellence in digital innovation and strategic marketing, further enhancing the country’s reputation on the international stage.

The TAT-AI is a smart tourism database system. It gathers fragmented tourism data into a single data warehouse. Through a partnership with Google (including Google Cloud, Gemini, and Google Maps), the system can communicate directly with tourists through the TAT website and provide accurate, up-to-date, and personalized tourism information. The system also enables TAT to analyze tourism behavior to plan data-driven marketing strategies and enhance Thailand’s image as an innovation-driven destination.

As for the Half-Half Thai Travel initiative, it is a major tourism stimulus campaign aimed at revitalizing travel and distributing income to communities. Using a 50% co-pay model, the campaign provides 500,000 privileges to Thai tourists and nearly 10,000 small and medium-sized enterprises (SMEs). The campaign has successfully distributed revenue to destinations and is expected to generate over 35 billion baht (or 1.06 billion US dollars) in economic circulation.

The TAT-AI and Half-Half Thai Travel represent significant steps in reflecting the country’s smart tourism vision, which integrate innovation, technology, and accessibility to create a sustainable and equitable tourism economy for all sectors.