“Thais Always Care” online campaign invites the world to visit Thailand

Thais Always Care

The Tourism Authority of Thailand, Tourist Police Bureau, Grab Taxi (Thailand), and Central Pattana have collaborated to roll out the latest “Thais Always Care” online campaign. This campaign mirrors Thailand’s renowned hospitality and warmth, assuring tourists of seamless travel experiences and a secure, welcoming environment throughout their stay.

The campaign aligns with the ‘Land of CARE’ concept. The CARE concept comprises Compassion, reflecting Thai generosity; Assistant, portraying Thais as supportive hosts ready to assist tourists; Relief, indicating Thailand as an ideal holiday destination for relaxation and enjoyable experiences; and Elevate, underscoring Thailand’s commitment to continually improving tourism and safety standards.

Prominent international Key Opinion Leaders (KOLs) will be engaged to amplify the favourable perception of Thailand’s tourism offerings and cultural strengths. Additionally, it seeks to strengthen Thailand’s reputation as a safe destination, targeting both domestic and international tourists, including Chinese travellers. The anticipated outcome of this campaign is to generate 100 million impressions.


“The ‘Thais Always Care’ campaign is an open communication with Thais and foreign tourists, especially those from China, which has been a key source market for Thailand. We want to share with the world Thailand’s ongoing efforts to raise safety standards in the travel and tourism industry, as well as the kingdom’s endless charms as a desirable destination for tourists to come and enjoy memorable, meaningful travel experiences.”

Ms. Thapanee Kiatphaibool, TAT Governor

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