Tourism Authority of Thailand Leverage Alipay+ AI Solutions to Accelerate Digital Travel Transformation for Thailand

SINGAPORE--(BUSINESS WIRE)--The Tourism Authority of Thailand (TAT) Beijing Office and Alipay+, the unified wallet gateway of Ant International, launched a new campaign to enhance the digital travel experience via AI-generated themes and further collaborations to integrate AI across the travel journey in Thailand.

Based on outbound travel behaviors from the first quarter of 2026, the campaign leverages AI-driven data analytics to interpret cross-border traveler behavior and integrates official tourism resource data from Thailand, creating four themed rankings for global travelers — “Thai Haokan” (Beautiful Sights), “Thai Haochi” (Delicious Eats), “Thai Haowan” (Exciting Activities), and “Thai Haozhu” (Cozy Stays) — thus establishing a new paradigm for destination marketing empowered by digital technology.

Through Alipay+ Voyager, an in-app AI travel agent, TAT can then offer travellers personalised experiences based on the four rankings. The campaign will roll out first for Chinese travellers through Alipay, an Alipay+ e-wallet partner.

Data Intelligence Reshapes Travel Decision‑Making

A growing number of travelers are embracing AI as a trusted tool for travel planning and booking. The top five most frequently asked questions by users are: “transportation guides”, “featured attractions”, “local cuisine”, “local experiences”, and “accommodation”.

Leveraging the unique wallet payment ecosystem of Alipay+ with data and support from the TAT, the campaign aims to:

1. Identify trending tourist hotspots in Thailand, with AI algorithms matching the interests and preferences of different traveller segments to deliver tailored recommendations for cultural exploration, culinary experiences, accommodation, and other niche scenarios.
2. Offer a seamless digital experience from content browsing to trip booking, allowing user to complete one‑stop reservations for flights, hotels, attraction tickets, and ride‑hailing directly within the apps travellers know and trust.

For example, via Alipay+ Voyager, travellers can directly book ride-hailing rides directly within their home e-wallet, without the need to download an additional app, while a growing number are asking the Voyager AI agent about location-based recommendations such as “food and activities near my hotel”.

The AI‑powered real‑time recommendation model marks the arrival of Smart Tourism 3.0, which the TAT is driving with partners like Alipay+ to enable each traveller to have a personalised and tailored experience in Thailand.

AI Creates Seamless Experiences, Driving Growth for Local Tourism Sector

Ms. Yolrawee Sittichai, Director of the Tourism Authority Of Thailand Beijing Office spoke highly of this collaboration. She stated that the launch of Thailand’s AI-powered travel themed list in partnership with Alipay+ Voyager marks a significant milestone in leveraging digital technology to advance Thailand’s tourism development.

The Tourism Authority of Thailand has always prioritised the safety and security of Chinese tourists. As part of this collaboration, we have specifically integrated authoritative safety guidelines and a full-spectrum emergency contact system into the AI assistant service ecosystem, ensuring Chinese tourists enjoy a worry-free travel experience throughout their stay in Thailand. Through the AI assistant, tourists can easily access critical information including the Thailand Tourist Police Hotline 1155 (with Chinese language support), police emergency number 191, ambulance hotline 1669, consular protection hotlines of Chinese embassies and consulates in Thailand, and the Global Emergency Call Center for Consular Protection and Services of China’s Ministry of Foreign Affairs.

Moving forward, the Tourism Authority of Thailand will continue to deepen its partnership with Alipay+, continuously upgrading Thailand’s digital tourism services to let more visitors experience the unique charm of Amazing Thailand.

Ms. Scarlett Xing, General Manager of Alipay+ Travel Solutions at Ant International, said: "The Tourism Authority of Thailand has always been at the forefront of digital innovation and have been long time partners with Alipay+ across payments and other travel breakthroughs. Through Alipay+ Voyager, we're taking the next step in our collaboration, using our AI-powered solutions to drive a new chapter of discovery within Thailand, supporting the travel sector and bringing inclusive growth to more merchants. Together, we can showcase Thailand as the future of smart tourism, and we look forward to bring this experience to more partners globally."

The continued growth in transactions in the first quarter of 2026 across Thailand not only reflects Chinese travellers’ sustained enthusiasm for Thailand as a destination, but also how integrated digital travel ecosystems like Alipay+ Voyager – encompassing AI‑driven Q&A, one‑stop booking, and localised payment experiences – is effective in driving efficient conversion from traffic to consumption, delivering tangible commercial value to Thailand’s tourism industry.

Building a New Ecosystem for Future Travel

Following the successful implementation of the first‑quarter cooperation, Alipay+ and the Tourism Authority of Thailand have announced the launch of three strategic upgrade initiatives:

• Further leveraging the Alipay+ Voyager AI agent to deliver smarter and more personalized Thai travel services and itinerary recommendations powered by AI.
• Introducing a Thailand destination benefits card, which includes exclusive perks such as pre‑trip travel product bookings, on‑trip shopping and ride‑hailing discounts, and post‑trip tax‑refund red packets.
• Co‑creating high‑quality travel content for Thailand as a destination, catering to the growing demand of Chinese travellers for personalised and off‑the‑beaten‑path outbound travel experiences.

Looking ahead, Alipay+ and the Tourism Authority of Thailand will continue to deepen their collaboration, bringing global travelers smarter and more convenient possibilities for intelligent travel. Their goal is to make every departure easier and every journey more wonderful. Stay tuned for the latest platform promotions, unlock exclusive benefits for Thailand in advance, and enjoy a uniquely amazing holiday experience.

Theme Rankings Enhance Local Experiences

In the “Thai Haokan” cultural landmarks ranking, traditional attractions such as the Grand Palace and Sanctuary of Truth are featured alongside emerging hotspots like King Power Mahanakhon and Sathon Soi 12. The “Thai Haochi” food ranking, driven by user Q&A interactions, highlights popular local dishes in Thailand.

Notably, the “Thai Haowan” ranking focuses on authentic lifestyle experiences, precisely recommending unique offerings such as shooting ranges, Muay Thai, and rooftop bars – successfully capturing emerging travel trends.

On the payment experience front, Alipay+ partner merchants are widely available across Thailand – from airport duty‑free shops to 7‑Eleven stores, and from the Siam commercial district to Central shopping malls. Furthermore, through integration with Thailand’s PromptPay merchant QR codes, Chinese travellers can connect with millions of merchants nationwide, including small and medium‑sized local businesses, making it easier for travelers to immerse themselves in authentic Thai culture. The newly launched on‑site QR code ticket purchase service for Thailand allows visitors to scan, buy, and enter attractions instantly without advance booking – truly enabling an “arrive and enjoy” experience.