BANGKOK — The Tourism Authority of Thailand (TAT) has teamed up with on-demand giant Grab to roll out “Tiew Tua Thai Suk Kan Yai Wai Jai Grab – Explore Thailand, Enjoy More, Trust Grab,” a digital-first promotion designed to funnel tourists—local and international—into 55 “must-visit” provinces.

Celebrity fire-power and real-time reach

Rising actors Sirilak “Ling Ling” Khong and Kornnaphat “Aom” Settharattanapong were unveiled as “Friends of Grab”. Within 24 hours their launch reels topped X’s trending list, generating 2.3 million engagements and more than one million reposts, according to campaign trackers. Organisers hope their pan-Asian fan bases—especially in China—will buoy inbound demand at a time when arrivals are sliding.

Tailored journeys, no minimum spend

Running until 12 August 2025, users booking any Grab service in the 55 provinces can key in ‘NATURE’ to unlock Ling Ling’s scenic picks or ‘CITY’ for Aom’s urban itineraries; winners join the stars on exclusive excursions. A separate “AMAZING25” code offers riders up to 100 baht off trips, food or delivery through year-end.

Why the push? Arrivals lose steam

• 14.36 million foreign visitors entered Thailand between January and May, 2.7 % fewer than the same period last year. China remains the largest source market at 1.96 million arrivals, but growth has stalled.
• The softer trend has already forced TAT to signal a cut in its full-year target to below 37 million visitors, down from the original 37.5 million.

What officials are saying

“TAT’s 2025 banner theme—‘Amazing Thailand Grand Tourism & Sports Year’—is about sparking travel year-round and revealing lesser-known stories,” said Apichai Chatchalermkit, deputy governor for the domestic market. “Partnering with Grab lets us layer convenience and safety onto that promise.”

Grab Thailand country head Chantsuda Thananitayaudom added that the firm is integrating inter-city rides, food delivery and cashless payments “to knit major hubs and hidden gems into one friction-free network.”

Digital incentives – the solution?

Analysts say the campaign’s timing—coinciding with mid-year school breaks and China’s summer outbound window—could give Thailand’s tourism numbers a short-term lift. But with the Bank of Thailand and private researchers downgrading forecasts and warning of continued weakness in Chinese spending, the sector will watch closely whether digital incentives translate into sustained bookings beyond August.  (zai)