Thailand Launches "Trusted Thailand" Certification Program to Rebuild Tourist Confidence

The Thai government's Tourism Authority of Thailand (TAT) has launched a certification program to reinforce tourist confidence by setting high safety and service standards across the country's vital tourism sector. The "Trusted Thailand" stamp will serve as a symbol of assurance for international travelers that certified tourism establishments meet strict quality standards. The program aims to work together with tourism operators, agencies, and stakeholders to advance Thailand's tourism toward safe, secure, and sustainable growth, leveraging security measures and promotional efforts to remain a leading destination, particularly for Chinese tourists.

Key Takeaways:

The "Trusted Thailand" certification program aims to elevate safety and service standards across Thailand's tourism sector by certifying establishments that meet strict quality criteria.
The program will initially pilot with hotels and accommodation providers, with applications opening in September, before expanding to other establishments such as restaurants, tourist attractions, recreational venues, and shopping centers.
The certification will be awarded to businesses that meet four key criteria: general safety measures, payment security, foreign language communication, and safe and easy accessibility.
Safety has become a paramount factor for modern travelers, particularly for demographics like free independent travelers, female tourists, and families, who expect robust safety standards from Thailand's tourism industry.
The program reflects the Thai government's focus on security as a foundation of its sustainable tourism policy, aiming to remain a leading destination of choice, particularly for China, which is its primary source market.

Statistics:

The program will initially pilot with hotels and accommodation providers before expanding to other establishments.
Tourism establishments will be certified based on four key criteria: general safety measures, payment security, foreign language communication, and safe and easy accessibility.
Thailand aims to remain a leading destination of choice, particularly for Chinese tourists, who represent its primary source market.
Safety has become a top priority for modern travelers, potentially impacting the growth of free independent travelers, female tourists, and families opting for Thailand's tourism industry.

Sources:

Xinhua (via COMTEX), "Tourism Authority of Thailand Launches Certification Program to Reinforce Tourist Confidence", August 27, 2025.