Thailand advances digital tourism strategy with AI-powered travel platform and secure payment integration.
The Tourism Authority of Thailand (TAT) officially launched the redesigned “Amazing Thailand” mobile application in Bangkok on 25 February 2026. The new platform aims to enhance the travel experience for modern visitors through artificial intelligence features, secure digital payments, and integrated tourism services.
The launch formed part of Thailand’s broader digital tourism development strategy, with the application developed in partnership with Mastercard. The updated app is designed to provide a streamlined travel experience while supporting local businesses and strengthening Thailand’s competitiveness in the global tourism market.
The “Amazing Thailand” app functions as an all-in-one travel companion, assisting users from trip planning to booking and on-ground experiences. Built under the “Amazing 5 Economy” concept, the platform integrates AI-powered recommendations tailored to user preferences, including suggestions for itineraries, accommodations, dining options, shopping venues, and attractions. The app also provides safety guidance and information on VAT refund procedures.
A key feature of the application is its AI chatbot, which delivers real-time travel recommendations based on user behaviour and lifestyle preferences. In addition, the integration of the “Mastercard Priceless” programme offers cardholders access to curated experiences and exclusive privileges, supported by secure payment solutions embedded within the app.
According to Kittipong Praphathong, Deputy Governor for Digital, Research, and Development at TAT, the application represents a step toward establishing a national digital tourism platform aimed at strengthening Thailand’s global tourism positioning. Safdar Khan, President of Mastercard Southeast Asia, noted that the integration of secure payment systems with digital services is intended to enhance user confidence while supporting broader participation of local enterprises in the tourism ecosystem.
The platform is also designed to distribute tourism benefits more widely by recommending both primary and secondary destinations, encouraging longer stays and broader engagement with local communities and small and medium-sized enterprises.
The “Amazing Thailand” app will be available for download on the App Store and Google Play from 15 March 2026. TAT expressed its intention to continue leveraging digital innovation to support sustainable tourism growth and expand opportunities for businesses across Thailand.
Source: Tourism Authority of Thailand
