Tourism Authority of Thailand celebrates 65th anniversary

The Tourism Authority of Thailand (TAT) marks its 65th anniversary today, 18th March, celebrating decades of dedication to establishing Thailand as a world-class tourist destination.

Over the past six decades, TAT has transformed from a modest tourism agency into a global leader in sustainable tourism, balancing economic growth, environmental conservation, cultural preservation, and community-driven development.

Indeed, since its establishment in the 1960s, TAT has played a pivotal role in shaping Thailand’s tourism industry. 

Six decades of active promotion

Initially focused on attracting international visitors, Thailand welcomed 81,340 tourists in its first year.  

By the 1970s, arrivals surpassed one million, prompting the development of more detailed promotional campaigns on a larger scale.

The 1980s and 1990s saw landmark initiatives such as Land of a Thousand Smiles and Amazing Thailand, both of which elevated Thailand’s global appeal. 

In 1980, TAT launched the Thailand Tourism Festival (TTF) to promote domestic tourism and local economies. The introduction of the Thailand Tourism Awards in the 1990s reinforced sustainable tourism practices.

By the 2000s, Thailand welcomed over 10 million visitors, with campaigns like Unseen Thailand and Thailand Grand Invitation, showcasing hidden gems and off-the-beaten-path experiences. 

The 7 Greens initiative led Thailand’s eco-tourism movement, and in 2001, TAT launched Thailand Travel Mart Plus (TTM+), now one of Asia-Pacific’s premier travel trade fairs.

The 2010s marked exponential growth, with Thailand attracting 37 million visitors by 2018 and 39 million by 2019. TAT introduced Discover Thainess, reinforcing Thailand’s cultural identity, and Open to the New Shades, encouraging creative tourism experiences for both first-time and repeat visitors.

The here and now

The 2020s, the current decade, ushered in an era of resilience and sustainability. 

The COVID-19 pandemic led to the launch of SHA (Amazing Thailand Safety & Health Administration) in 2020, ensuring safety and hygiene standards for tourism businesses. 

Marketing initiatives such as the Best Wishes (Pla-Ta-Pian) film reassured global travellers, while Thailand pioneered international reopening with Phuket Sandbox and Samui Plus in 2021, followed by the WAIT NO MORE campaign to revive tourism.

As Thailand’s tourism sector rebounded, Visit Thailand Year 2022-2023: Amazing New Chapters revitalised travel, highlighting fresh and diverse experiences. In 2023, the Sustainable Tourism Goals (STGs) and the STAR (Sustainable Tourism Acceleration Rating) programme were launched to elevate sustainability standards among tourism businesses. 

In the past year, Thailand’s tourism sector continued its strong rebound, with international tourist arrivals reaching 35 million, generating over 1.8 trillion Baht in tourism revenue. 

The Your Stories Never End campaign continued to showcase Thailand’s immersive travel experiences, complemented by 5 Must Do in Thailand, which promoted unique and high-value attractions, further strengthening Thailand’s position as a leading global destination.

Now in 2025, TAT leads the Amazing Thailand Grand Tourism and Sports Year, positioning Thailand as a premier destination for sports tourism, cultural exploration, and high-value travel. 

This campaign strengthens Thailand’s global appeal while maintaining a firm commitment to sustainability, innovation, and inclusive growth.