"Thailand Rolls Out the Red Carpet: 'Be My Guest' Campaign Spotlights Soft Power on Global Stage"
In a bid to cement its position as a premier tourism hub, the Tourism Authority of Thailand (TAT) has launched an ambitious international campaign, "Be My Guest", aimed at showcasing the country's rich cultural heritage and promoting sustainable tourism across emerging destinations. Running from June 26 to July 1, the campaign brings together global creators to co-create cultural stories, highlighting Thailand's soft power and redefining the way the world engages with the country.
At the heart of the campaign are two key initiatives: the Soft Power Fam Trip and Rhythm of Thailand. The former will host over 20 distinguished guests, including celebrities, diplomats, entrepreneurs, and influencers, on curated routes through three provinces, offering a compact yet comprehensive experience of Thai cuisine, crafts, history, and way of life. The latter pairs 10 leading Thai creators with 10 international influencers, embarking on co-creative journeys across 10 diverse destinations, highlighting Thailand's soft power in areas such as Muay Thai, wellness, fashion, gastronomy, and traditional arts. These content creation collaborations are designed to tell fresh stories that resonate globally, bringing to light the charm of Thailand's hidden gems and repositioning the country as a cultural powerhouse. The campaign's focus on immersive experiences, digital storytelling, and sustainable tourism is a deliberate move to attract high-value travelers and support the government's Amazing Thailand Grand Tourism and Sports Year 2025 initiative.
The "Be My Guest" campaign is part of the government's broader strategy to enhance Thailand's global cultural footprint and promote tourism across lesser-known destinations. According to TAT Governor Thapanee Kiatphaibool, "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." The campaign's emphasis on soft power is a nod to the country's rich cultural heritage, which is being leveraged to drive tourism growth and economic development.
As the campaign unfolds, global audiences can engage with the content in real-time via TAT's official Facebook page, Amazing Thailand. The Amazing Thailand Saneh Thai Gala Night on June 30 at the Dusit Thani Hotel, Bangkok, will culminate the campaign, showcasing the "Grand Invitation" concept and featuring the "5 Must Do in Thailand". If successful, the "Be My Guest" campaign could have far-reaching implications for Thailand's tourism industry, positioning the country as a premier cultural destination and driving economic growth through sustainable tourism practices.