The Tourism Authority of Thailand (TAT) has formed a strategic partnership with global digital travel platform Agoda to improve destination marketing and enhance national competitiveness. Senior executives from both organisations met at Agoda’s new corporate headquarters in One Bangkok to establish the cooperation framework. The initiative will focus on utilising travel intelligence, digital technology and platform economy tools to drive both international and domestic visitor demand.
The executive delegations were led by TAT Governor Ms. Thapanee Kiatphaibool and TAT Deputy Governor for Marketing Communications Mr. Nithee Seeprae. The Agoda leadership team included Chief Executive Officer Mr. Omri Morgenshtern, Chief Commercial Officer Mr. Damien Pfirsch and SVP Supply Mr. Andrew Smith. The resulting scheme will combine the data analytics of the booking platform with the national marketing strategies of the tourism board.
The scope of the project covers several key commercial areas. The parties plan to highlight secondary travel destinations and promote emerging trends, with a specific focus on wellness tourism. Furthermore, the agreement encompasses industry capacity-building and sustainable development practices under the ongoing Trusted Thailand joint initiative.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “TAT’s cooperation with Agoda connects tourism strategy with platform economy tools, travel intelligence, and global digital reach. By using market insights responsibly, TAT can develop targeted campaigns that present Thailand’s cultural heritage, diverse experiences, and trusted standards while supporting domestic travel, emerging destinations, and long-term value for Thai tourism businesses.”
Mr. Omri Morgenshtern, Chief Executive Officer of Agoda, said: “We see many opportunities to work together on TAT’s priorities, from highlighting wellness travel as the new luxury to amplifying communications around travel safety. Our joint efforts will promote Thailand’s rich and trusted offerings to travelers around the globe.”
Agoda originally started operations in Phuket more than twenty years ago. The enterprise maintains deep operational roots in Thailand and serves the global travel industry through its proprietary network. The digital platform provides consumer access to more than six million accommodation properties, 130,000 airline flight routes and 300,000 distinct travel activities worldwide.
