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Thailand Expands 'Trusted Thailand' Initiative with Agoda

  //travel-leisure.news-articles.net/content/2026/ .. ands-trusted-thailand-initiative-with-agoda.html
  Published in Travel and Leisure on Thursday, February 5th 2026 at 5:37 GMT by Travel Daily Media
      Locales: THAILAND, SWITZERLAND

BANGKOK, Thailand - February 5th, 2026 - The Tourism Authority of Thailand (TAT) and Agoda today announced a significant expansion of their 'Trusted Thailand' initiative, solidifying the nation's commitment to rebuilding traveler confidence and fostering a sustainable, safe tourism ecosystem. What began as a response to the global pandemic in 2020 has evolved into a long-term program integral to Thailand's tourism strategy, now boasting increased oversight, stricter standards, and a vastly expanded digital reach thanks to its deepened partnership with leading online travel agency, Agoda.

Originally launched to reassure both domestic and international tourists during the height of COVID-19, 'Trusted Thailand' rapidly became a cornerstone of the country's tourism recovery efforts. The program focused on establishing and maintaining rigorous health and safety protocols within accommodation providers, encompassing everything from enhanced cleaning and hygiene practices to robust social distancing measures and comprehensive staff training. These standards weren't merely guidelines; establishments underwent thorough assessments by TAT officials to ensure compliance, offering tourists a tangible guarantee of safety.

Today, the program has expanded to include not just accommodations, but also a growing network of tour operators, transportation providers, and restaurants. TAT has broadened the scope of assessments to encompass broader sustainability practices, acknowledging the increasing demand for eco-conscious travel. This includes evaluations of waste management, water conservation, and responsible sourcing of materials.

"Thailand has always been a destination renowned for its warmth and hospitality," stated TAT Governor Yuthasak Supasorn at a press conference earlier today. "But in the post-pandemic world, safety and responsibility are paramount. 'Trusted Thailand' isn't simply about hygiene; it's about demonstrating our unwavering commitment to the well-being of our visitors and the preservation of our natural and cultural heritage. Our partnership with Agoda is crucial in amplifying this message and reaching a global audience."

The enhanced collaboration with Agoda will see the 'Trusted Thailand' badge, already a recognizable symbol of safety, become even more prominent on the platform. Beyond a simple visual cue, Agoda is now integrating detailed information about each establishment's specific health and safety practices, allowing travelers to drill down and understand the measures in place. This includes information on ventilation systems, air purification, on-site medical support, and detailed cleaning protocols.

Jane Sun, CEO of Agoda, emphasized the platform's commitment to facilitating informed travel decisions. "We've seen a dramatic increase in demand for accommodations that prioritize safety and sustainability. Travelers are no longer willing to compromise on these factors. By working with TAT to prominently showcase 'Trusted Thailand' properties, we're empowering our users to make choices that align with their values and ensure a worry-free travel experience."

Furthermore, Agoda is utilizing data analytics to track traveler preferences and identify emerging safety concerns, feeding this information back to TAT to inform ongoing program improvements. This dynamic feedback loop is ensuring that 'Trusted Thailand' remains responsive to evolving traveler needs and best practices in public health.

The impact of the initiative is already being felt. Preliminary data from TAT indicates a significant increase in bookings at 'Trusted Thailand' certified properties, with traveler reviews consistently highlighting the sense of security and well-being. The program is also credited with attracting a new segment of travelers - those who prioritize health and safety above all else.

Looking ahead, TAT plans to expand the 'Trusted Thailand' program to cover the entirety of the nation, ensuring consistent safety standards across all tourist destinations. The authority is also exploring the integration of blockchain technology to create a secure and transparent verification system for participating establishments, further enhancing trust and accountability. This is alongside plans to collaborate with other key tourism partners, including airlines and cruise lines, to create a fully integrated 'Trusted Thailand' travel experience. The initiative signals a clear message: Thailand is open for business, but safety and sustainability are not negotiable.