Brand

Thailand Tourism Authority Activates Co-Creator Initiative With 20+ Influencers Across 10 Markets

Published on January 26, 2026

The Tourism Authority of Thailand (TAT) launched the Thailand Co-Creator program with coordinated creator journeys from January 23-25 and a global content rollout throughout February. The initiative brings together more than 20 celebrities, creators, and influencers from Thailand and 10 international markets to produce content promoting the country as a leisure destination.

According to TAT’s announcement, the Thailand Co-Creator program targets short-haul markets including China, Japan, Malaysia, the Philippines, Australia, Singapore, Indonesia, Vietnam, South Korea, and India. TAT appointed Thai celebrity Mean Phiravich Attachitsataporn as lead for the initiative.

“Through Thailand Co-Creator, we are working with credible voices who can communicate Thailand’s strengths in quality, safety, and hospitality in a way that resonates with today’s travellers,” said Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications. “The focus is on trust, well-being, and authentic local experiences that reflect Thailand’s readiness as a quality leisure destination.”

The programme operates under the “Healing is the New Luxury” concept and positions Thailand through five dimensions: Retreats, Rituals, Reels, Rhythms, and Relations.

Five-Route Framework

TAT structured the program around five curated routes, each focused on wellness-led travel experiences.

Kanchanaburi features nature-based activities and outdoor adventure. Chiang Mai-Lampang highlights community life and cultural continuity. Sakon Nakhon-Nakhon Phanom centers on spiritual traditions and local heritage. Khao Sok in Surat Thani offers rainforest landscapes, while Songkhla explores culinary culture and southern hospitality.

Participating creators will operate under shared campaign guidelines and creative direction to maintain consistency across all routes and locations.

Content Distribution and Performance Targets

TAT will release content generated through the programme across digital and social platforms throughout February 2026. The authority projects that the campaign will generate at least 100 million impressions worldwide.

The initiative builds on TAT’s previous influencer marketing infrastructure. In August 2024, TAT launched TAT Connex, a platform connecting local and international influencers with tourism-related businesses across ten categories, including restaurants, hotels, transportation services, recreational activities, tourist attractions, travel agencies, health and beauty services, shopping centers, entertainment venues, and souvenir shops.

The Thailand Co-Creator program represents the operational phase of TAT’s Trusted Thailand platform, moving from strategic direction to on-the-ground content creation designed to strengthen Thailand’s positioning in short-haul markets.