TLDR: The Tourism Authority of Thailand (TAT) secured two prestigious awards at the World Tourism Awards 2025 in Brussels: ‘Best Use of AI in Travel’ for its TAT-AI initiative and ‘Most Innovative Tourism Campaign’ for its ‘Half-Half Thai Travel’ campaign. These awards highlight Thailand’s commitment to digital transformation and its emergence as a Smart Tourism leader, leveraging AI for data-driven insights and sustainable growth.
Bangkok, Thailand – The Tourism Authority of Thailand (TAT) has achieved significant international recognition, clinching two distinguished awards at the World Tourism Awards 2025. The ceremony, held on October 20, 2025, at the Royal Museum of Fine Arts of Belgium in Brussels, celebrated TAT’s pioneering efforts in artificial intelligence and digital marketing, solidifying Thailand’s position as a leader in Smart Tourism.
TAT was honored with the ‘Best Use of AI in Travel’ award for its groundbreaking TAT-AI (Thailand’s Tourism Intelligence Powered by AI) initiative. This project, officially launched in fiscal year 2025, represents a major leap in Thailand’s tourism data revolution. It consolidates disparate tourism data into a unified National Tourism Data Warehouse, providing real-time personalized travel insights and enabling data-driven marketing strategies. The initiative involves a strategic collaboration with Google, utilizing Google Cloud and Gemini technologies.
In addition to the AI accolade, TAT also received the ‘Most Innovative Tourism Campaign’ award for its highly successful ‘Half-Half Thai Travel’ campaign. This campaign has been instrumental in promoting domestic tourism through economic incentives, earning global recognition for its positive economic impact.
Mr. Kittipong Prapattong, Deputy Governor for Digitalisation, Research, and Development, who represented the Governor of TAT at the awards ceremony, emphasized the significance of these achievements. He stated, “The two awards embody TAT’s unwavering commitment to transforming Thailand’s tourism industry into a fully digital ecosystem, using innovation to empower local economies, understand traveller behaviour, and ensure inclusive and sustainable growth across all regions of Thailand.”
These recognitions underscore TAT’s leadership in digital innovation and strategic tourism marketing, further enhancing Thailand’s international reputation as a Smart Tourism destination. The organization aims to establish Thailand as a leading Smart Tourism Hub in Asia and beyond in the coming years.
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The World Tourism Awards 2025, organized by the World Tourism Forum Institute (WTFI) as part of the Global Tourism Forum Annual Meeting 2025 (October 20–21), is considered the world’s most prestigious recognition of excellence and innovation in the global travel, tourism, and hospitality industry.
