The Tourism Authority of Thailand (TAT) is set to launch the international Be My Guest campaign as part of the government’s flagship Amazing Thailand Grand Tourism and Sports Year 2025. It is anchored by two core programmes – the Be My Guest Soft Power Fam Trip and Rhythm of Thailand, which together aim to amplify the country’s cultural influence, attract high-value tourism, and promote sustainable travel across emerging destinations.
The Be My Guest campaign is positioned as a key pillar of Thailand’s Soft Power strategy, and reflects the government’s ambition to position the country as a premier tourism hub while creating economic value through cultural storytelling. The campaign merges heritage and innovation, pairing immersive Thai experiences with contemporary content creation to forge global awareness of Thai identity.
Thapanee Kiatphaibool, TAT governor, said: “This campaign is about more than tourism. We’re inviting the world to see Thailand through the eyes of those who live it – artists, chefs, creators, and communities. Be My Guest allows our heritage to speak for itself, sparking admiration through real stories and shared moments. This is where soft power becomes true influence – by forging connections through culture, creativity, and authentic collaboration.”
Taking place from June 26 to July 1, 2025, Be My Guest activates both strategic storytelling and experiential tourism.
The related fam trip will welcome over 20 prominent international guests – celebrities, embassy-nominated guests, entrepreneurs, and influencers – to explore curated routes through three culturally rich provinces: Samut Songkhram, Sukhothai, and Chanthaburi. These routes are shaped by the Thailand in the Box concept, which offers a compact yet complete immersion into Thai food, history, craft, and lifestyle.
Simultaneously, the Rhythm of Thailand initiative will pair 10 global influencers from key markets such as the US, UK, France, China, Italy, and South Korea with 10 leading Thai creators. Each duo will embark on a mission-driven journey across 10 diverse destinations. Their content will explore distinct Thai soft power themes such as Muay Thai boxing, wellness, gastronomy, fashion, and traditional arts.
This approach represents a deliberate shift from one-sided reviews to meaningful co-creation – a storytelling model rooted in cultural immersion, mutual exchange, and shared perspectives. TAT will gradually unveil each duo’s journey and destination on its official Facebook page.
A major highlight of the campaign will be the Amazing Thailand Saneh Thai Gala Night, scheduled for June 30 at the Dusit Thani Hotel, Bangkok. As the embodiment of the Grand Invitation concept – one of the five pillars of the Amazing Thailand Grand Tourism and Sports Year 2025 – the event will allow guests to experience the best of Thai culture.
TAT expects the Be My Guest campaign to spark widespread engagement both online and offline, and to build trust in Thailand’s tourism brand while expanding its cultural reach worldwide.
