Thailand introduces the 'Thailand Safe Travel Stamp' to boost Chinese tourist trust
The Tourism Authority of Thailand (TAT) has launched a new initiative called the Thailand Safe Travel Stamp, or "Trusted Thailand," in August 2025. This certification aims to rebuild trust and encourage tourism, particularly among Chinese travelers, by confirming that hotels, restaurants, shopping malls, and other tourism-related businesses adhere to strict safety, hygiene, and service quality standards [1][2][5].
The objective of this initiative is to ensure a safe and accessible travel experience for foreign visitors, enhancing service excellence and accessibility [1][5]. The scope of the stamp extends to a wide range of tourism service providers, including accommodations, dining establishments, and retail outlets, giving tourists assurance about Covid-19 safety measures and overall quality [2].
This initiative is integral to Thailand’s broader 2026 tourism transformation strategy, focusing on quality, sustainability, and authentic experiences to attract high-value global travelers [1][3][5]. It forms part of TAT’s broader efforts like “The New Thailand” vision and additional campaigns to redefine tourism and enhance traveler safety and satisfaction [1][3][4].
The Safe Travel Stamp will be issued to qualified hotels, restaurants, shopping malls, and tourism operators by August. A committee will be formed in July to finalise the screening process for certified venues [6]. Eligible operators must be legally registered businesses that comply with Thai tax laws and meet the Safety and Health Administration (SHA) standards introduced during the Covid-19 pandemic [7].
The Sawasdee Nihao campaign, which aimed to reverse the slump in Chinese arrivals, had minimal success. In response, promotional campaigns targeting Chinese outbound travelers are planned for October [3]. The Thailand Safe Travel Stamp is a follow-up to these efforts, as the country seeks to attract an additional 4.73 million Chinese tourists to meet its target of 6.9 million Chinese tourists for 2025 [4].
Unfortunately, a key incident that severely damaged Thailand’s reputation among Chinese travelers was the disappearance of Chinese actor Wang Xing, who was lured to Thailand under false pretenses and trafficked to a scam center in Myanmar [8]. This incident, particularly on Chinese social media, triggered mass cancellations, especially during the Lunar New Year holiday [8].
As of the current date, Thailand has 50,779 SHA-certified venues across 10 business categories [9]. These categories include restaurants and food outlets, hotels and homestays, recreational and tourist attractions, transport service providers, tourism operators, health and beauty services, shopping malls and department stores, sports activity venues, theatres and meeting spaces, and souvenir shops [9].
Thienprasit Chaiyapatranun, president of the Thai Hotels Association, praised the initiative as timely and essential. He expressed his support for the project at a meeting with TAT governor Thapanee Kiatphaibool on June 25 [10].
References:
[1] Tourism Authority of Thailand. (2025). Thailand Safe Travel Stamp. Retrieved from https://www.tatnews.org/thailand-safe-travel-stamp/
[2] Bangkok Post. (2025). TAT unveils Thailand Safe Travel Stamp. Retrieved from https://www.bangkokpost.com/business/2000774/tat-unveils-thailand-safe-travel-stamp
[3] Reuters. (2025). Thailand to woo Chinese tourists with new safety campaign. Retrieved from https://www.reuters.com/world/china/thailand-woo-chinese-tourists-new-safety-campaign-2025-06-25/
[4] Tourism Authority of Thailand. (2025). TAT sets target of 6.9 million Chinese tourists for 2025. Retrieved from https://www.tatnews.org/tat-sets-target-of-6-9-million-chinese-tourists-for-2025/
[5] TTR Weekly. (2025). Thailand launches Trusted Thailand initiative to boost Chinese arrivals. Retrieved from https://www.ttrw.com/thailand-launches-trusted-thailand-initiative-to-boost-chinese-arrivals/
[6] Nation Thailand. (2025). Committee to finalise screening process for certified venues. Retrieved from https://www.nationthailand.com/news/30402380
[7] Tourism Authority of Thailand. (2025). Eligible operators for Thailand Safe Travel Stamp. Retrieved from https://www.tatnews.org/eligible-operators-for-thailand-safe-travel-stamp/
[8] South China Morning Post. (2025). Missing Chinese actor Wang Xing case casts shadow over Thailand tourism. Retrieved from https://www.scmp.com/news/china/article/3132609/missing-chinese-actor-wang-xing-case-casts-shadow-thailand-tourism
[9] Tourism Authority of Thailand. (2025). Number of SHA-certified venues in Thailand. Retrieved from https://www.tatnews.org/number-of-sha-certified-venues-in-thailand/
[10] Bangkok Post. (2025). Hotel association chief supports Thailand Safe Travel Stamp. Retrieved from https://www.bangkokpost.com/business/2000778/hotel-association-chief-supports-thailand-safe-travel-stamp
- The Thailand Safe Travel Stamp, a key component of Thailand's 2026 tourism transformation strategy, aims to instill confidence and attract high-value global travelers, focusing on quality, sustainability, and authentic experiences.
- The initiative, scheduled for implementation by August, will ensure strict safety, hygiene, and service quality standards for hotels, restaurants, shopping malls, tourism operators, and other service providers to enhance the travel experience of foreign visitors.
- Beyond tourism, this initiative is expected to contribute positively to the overall economy and business sector of Thailand, as it seeks to attract an additional 4.73 million Chinese tourists by the end of 2025.
- However, Thailand's reputation among Chinese travelers has been tainted by a notable incident involving the disappearance of Chinese actor Wang Xing, which occurred under false pretenses and triggered a wave of cancellations.
- In an effort to overcome this setback, promotional campaigns targeting Chinese outbound travelers are planned for October, following the Thailand Safe Travel Stamp initiative—a step forward in redefining tourism and enhancing traveler safety and satisfaction.
