Tourism Biju John | June 21, 2026

TAT and Agoda Expand Strategic Collaboration to Drive Tourism Growth in Thailand

Agoda and the Tourism Authority of Thailand (TAT) have renewed their partnership to strengthen Thailand’s global tourism appeal. The collaboration focuses on data-driven marketing, tourism product development, and industry capacity-building.

Key Highlights
- Wellness tourism is being positioned as “the new luxury.”
- Campaigns will encourage travel to lesser-known destinations across Thailand.
- Joint efforts will emphasize travel safety and sustainable practices under the Trusted Thailand initiative.
- Agoda brings its digital expertise and travel insights, while TAT leverages its destination marketing capabilities.

Leadership Voices
- Omri Morgenshtern (Agoda CEO): sees opportunities to highlight wellness travel and amplify safety communications.
- Thapanee Kiatphaibool (TAT Governor): emphasizes showcasing Thailand’s cultural heritage and diverse tourism experiences through targeted campaigns.

Agoda’s Role in Tourism
Founded in Phuket, Agoda continues to support Thailand’s tourism sector with access to:
- 6 million+ accommodation properties
- 130,000 flight routes
- 300,000 travel activities worldwide

This partnership is essentially about blending digital innovation with cultural storytelling to keep Thailand at the forefront of global travel.