TAT and Visa sign MOU to elevate tourism with innovation and advanced data analytics

the Tourism Authority of Thailand (TAT), represented by its Governor, Thapanee Kiatphaibool, signed a memorandum of understanding (MOU) for "Reshaping Thailand's Tourism with Innovation and Advanced Data Analytics" in collaboration with Visa, a world leader in digital payments. This collaboration aims to elevate international visitors' travel experience as part of the Thailand Grand Tourism Year 2025. Joining the signing ceremony was Punnamas Vichitkulwongsa, Country Manager for Visa Thailand. The company shares a mission to advance Thailand's tourism through payment innovation and to create a seamless travel experience for international tourists. The signing of MOU took place at TAT's head office, Thararat Hall, Bangkok.

Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand said, "TAT continuously strive to advance our tourism marketing strategy through a 360-degree partnership approach, both domestically and internationally. The collaboration with Visa marks a significant step in elevating tourism with payment innovation, allowing tourists to make seamless payments across the country and enhances their travel experience. Additionally, Visa's advanced data analytics capabilities will help shape more effective campaigns. We are confident that this collaboration will play a vital role in boosting tourism potential and increasing tourist spending, particularly from 23 high-potential international markets, which account for over 80 percent of our total foreign tourist numbers and revenue."

Punnamas Vichitkulwongsa, Country Manager for Visa Thailand, said: "We are very excited to deepen our collaboration with TAT, leveraging our global expertise in payments innovation and advanced data analytics. As global travel surges, international visitors increasingly demand a seamless, secure, and cashless payment experience. This collaboration will help bolstering local businesses, unlocking new opportunities for tourism, and driving sustainable economic growth for Thailand.

The MOU outlines a cooperative framework focusing on four key areas of collaboration that include:

Strategic Marketing Programs: TAT and Visa will collaborate on implementing the "Five Must Do in Thailand" program (Must Taste, Must Try, Must Buy, Must Seek, and Must See). This program will showcase Thailand's top restaurants, attractions, and unique experiences to enhance tourist engagement and satisfaction.

Visa Expansion and STAR Project (Sustainable Tourism Acceleration Rating or STAR): The collaboration aims to expand Visa's acceptance in key provinces to improve the tourism infrastructure. This initiative will offer tourists a convenient and secure payment experience, fostering local business support and community development.

Collaborative communication efforts to raise awareness among the target audience and attract tourists to visit Thailand by co-promotion and campaign.

Data Analytics and Consulting: Visa's advanced data analytics capabilities will shape tourism campaigns such as the Winter Sale, Summer Sale, and Thailand Grand Sale. By analyzing spending patterns, both organizations aim to refine marketing strategies and drive tourist engagement and increasing spending per head throughout the year.

TAT and Visa have maintained a strong partnership for over 20 years with a shared mission to strengthen Thailand's position as a world-class tourist destination. This collaboration focuses on reshaping the future of Thailand's tourism by leveraging on advanced data analytics and the expansion of digital payments acceptance infrastructure to create seamless and enriched travel experience for international visitors while driving economic growth for the country.