The Tourism Authority of Thailand (TAT) won two distinguished accolades at the World Tourism Awards 2025, organized by the World Tourism Forum Institute on 20 October 2025 at the Royal Museum of Fine Arts of Belgium in Brussels.

TAT received the “Best Use of AI in Travel” award for its groundbreaking TAT-AI (Thailand’s Tourism Intelligence Powered by AI) initiative, and the “Most Innovative Tourism Campaign” award for its highly successful “Half-Half Thai Travel” campaign.

Representing the TAT Governor in receiving the awards, Mr. Kittipong Prapattong, Deputy Governor for Digitalization, Research, and Development, said that the two awards embody TAT’s unwavering commitment to transforming Thailand’s tourism industry into a fully digital ecosystem, using innovation to empower local economies, understand traveler behavior, and ensure inclusive and sustainable tourism growth across the country.

According to TAT, the TAT-AI Project marks a major leap in Thailand’s tourism data revolution. Officially launched in the 2025 fiscal year, the initiative consolidates scattered tourism data into a unified National Tourism Data Warehouse. Through a strategic collaboration with Google – including Google Cloud, Gemini, and Google Maps – TAT-AI integrates artificial intelligence to interact directly with travelers via TAT’s official website, providing personalized, real-time travel information. The system also enables data-driven marketing, helping TAT analyze traveler behavior and craft targeted promotional strategies that position Thailand as a destination powered by innovation and intelligence.

As for the Half-Half Thai Travel Campaign, it was one of Thailand’s most impactful domestic tourism stimulus initiatives, designed to revive travel and distribute income equitably to local communities. The campaign applied a 50 percent co-payment model, offering more than 500,000 travel privileges and engaging nearly 10,000 SME operators nationwide.

A key milestone of this campaign was the creation of the “Amazing Thailand Platform” – a fully TAT-owned digital infrastructure that integrates data from both travelers and businesses while promoting a cashless tourism ecosystem. The campaign successfully boosted travel to secondary cities and generated an estimated 35 billion baht in economic circulation, contributing to Thailand’s Smart Tourism transformation.

TAT will continue to advance national digital and data-driven tourism initiatives, integrating technology seamlessly with Thailand’s economy, culture, and travel experiences. The organization aims to establish Thailand as a leading “Smart Tourism Hub” in Asia and beyond in the years to come.