TAT partners Grab to get anonymous data on travellers

Data to help in tourism marketing efforts

The Tourism Authority of Thailand (TAT) and GrabTaxi (Thailand) have announced a strategic collaboration to exchange big data for destination marketing and other tourism goals.

With the partnership, GrabTaxi (Thailand) will exchange big data collected anonymously over hundreds of thousands of daily rides from various services on the Grab app. This is expected to TAT give insights into the behaviour and lifestyle of both Thai and international tourists, their favourite destinations, the length of stay and travel patterns in Thailand.

TAT’s Yuthasak Supasorn (left) and GrabTaxi (Thailand)’s Tarin Thaniyavarn

GrabTaxi (Thailand) will also support the project with Grab Data scientists who will be working closely with TAT.

The agreement is in line with the government’s Thailand 4.0 policy of utilising technology to integrate information from both the government and private sector to help move Thailand forward. The collaboration also includes co-creation of innovations to enhance local transportation and tourism as well as provide a better livelihood and increase sustainable income for local communities.

Yuthasak Supasorn, TAT governor, said: “TAT realises the benefits of utilising digital technology to develop a smart data system that can better support tourism marketing and serve the needs of tourists. Therefore, we have initiated the project ‘Tourism Smart Data, the Time Is Now’ and partnered with GrabTaxi (Thailand) to drive Thailand’s tourism industry.

“Our main goals are to attract the current group of tourists to revisit Thailand, expand new tourist targets, distribute tourism income to secondary provinces, and introduce new destinations to stimulate the market even further,” Yuthasak added.

According to Yuthasak, the partners will devise a tourism development plan as well as define the best approaches for using these insights to benefit all stakeholders in the Thai tourism industry.

The plan includes building of a smart data system for tourism, creating innovations for transportation, and launching campaigns to promote local tourism nationwide.

Tarin Thaniyavarn, country head of GrabTaxi (Thailand), said: “This MoU is another strategic move in the continued collaboration between TAT and GrabTaxi (Thailand), following the previous partnership in several campaigns including ‘Grab Xi’ in the end of 2018 as well as the 39th Thailand Tourism Festival 2019 earlier this year.”

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