The Tourism Authority of Thailand (TAT) launched TAT Connex, a new influencer marketing platform to boost the country’s tourism industry. 

The platform, available via a website and mobile applications, aims to connect local and international influencers with various tourism-related businesses.

“TAT has created TAT Connex as a courtesy for Thai tourism businesses to increase brand visibility while inspiring more travel and stimulating higher tourism spending at destinations across the country,” TAT Governor Thapanee Kiatphaibool said in a press release.

The platform caters to ten categories of tourism-related businesses: 

• Restaurants 
• Hotels
• Transportation services
• Recreational activities 
• Tourist attractions
• Travel agencies
• Health and beauty services
• Shopping centers
• Entertainment venues
• Souvenir shops

TAT Connex allows businesses to partner with influencers, bloggers, media personalities, and celebrities. 

The platform offers real-time campaign tracking and data analysis capabilities across social media platforms like Facebook, Instagram, TikTok, and X.

TAT Connex Promotion

As part of the launch, TAT hosted a panel discussion titled “The Power of Influencer Marketing toward the Tourism Industry.” 

Panelists included Dr. Penpisut Jintasophon, Secretary to the Minister of Tourism and Sports; Variya Lulitanond, Director of Marketing for Thailand, Cambodia, and Myanmar at Marriott International; and Chermawee Suwanpanuchoke, an actress and travel influencer.

The event also featured a workshop demonstrating the platform’s functionality for influencers and business operators.

TAT Connex is available in Thai and English and is free for all users. The platform aligns with the government’s “Ignite Thailand’s Tourism” vision to stimulate travel to destinations nationwide.

At the panel discussion, Governor Thapanee emphasized that the platform is part of TAT’s strategy to apply digital transformation to enhance the Thai tourism industry. 

“The TAT Connex platform will undoubtedly become an effective tool for Thai tourism businesses and will help stimulate more travel to destinations across Thailand,” said Thapanee.

The Travel Industry Trusts Influencers

TAT’s latest move follows a recent trend of travel companies hiring social media personalities to expand their reach, boost engagement, and reach a younger demographic.

In April, Scotland shifted its tourism marketing strategy from physical visitor information centers to digital platforms like TikTok, YouTube, Instagram, and online travel agencies.

In May, the Hungarian Tourism Agency hosted a large-scale influencer marketing event in Budapest as part of its spring campaign. It invited 50 popular influencers and YouTubers from 14 countries with a total of 10-15 million followers.

Social tour company Contiki partnered with creative agency We Are Social Australia for an influencer marketing campaign called “Switch On Social Travel” to take a group of 17 influencers with a combined following of 20 million users on a trip through Portugal and Spain.

In July, Sri Lanka revealed plans to expand its social media influencer campaign to boost tourism by bringing in 40 influencers to promote various aspects of its tourism offerings.