≡-Thailand Launches Groundbreaking Be My Guest Campaign to Amplify Soft Power, Attract High Value Tourists, and Drive Cultural Sustainability Across Emerging Destinations This Year – Viral of Today

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Home » ASIA » Thailand Launches Groundbreaking Be My Guest Campaign to Amplify Soft Power, Attract High Value Tourists, and Drive Cultural Sustainability Across Emerging Destinations This Year Thursday, June 26, 2025Thailand officially introduces its pioneering Be My Guest campaign under the Amazing Thailand Grand Tourism and Sports Year 2025 initiative, aimed at developing its Soft Power on a strategic level, tempt high-value overseas tourists, and establish cultural sustainability for mature and new destinations equally. Through the combination of immersive travel and original digital storytelling, the campaign offers Thailand’s heritage, craftsmanship, dining, wellness, and arts—more than a vacation for travellers, but a culturally relevant experience. In a multi-pronged initiative, it reveals Thailand’s larger aspiration for a greater global Tourism Hub status, while spreading economic prosperity and protecting its authentic local culture.Thailand is taking a bold step forward in repositioning its tourism sector for global impact with the launch of the international “Be My Guest” campaign. As part of the government’s flagship “Amazing Thailand Grand Tourism and Sports Year 2025,” the campaign seeks to redefine how the world experiences Thailand—by turning visitors into cultural storytellers and partners in immersive travel. Scheduled from June 26 to July 1, 2025, the initiative will showcase Thailand’s Soft Power approach by blending heritage-driven tourism, creative media engagement, and global collaborations to highlight both renowned and lesser-explored destinations.A Grand Tourism Vision Rooted in Culture and InnovationAt the heart of the Amazing Thailand Grand Tourism and Sports Year 2025 lies a deep ambition—to position Thailand as a global Tourism Hub through a holistic approach blending cultural heritage, innovation, and sustainable tourism. The “Be My Guest” campaign serves as the Grand Celebration pillar of this initiative and offers a unique blend of high-value tourism, content co-creation, and localized experiences.This ambitious programme is anchored by two flagship projects:Be My Guest Soft Power Fam TripRhythm of ThailandBoth initiatives aim to amplify Thailand’s cultural presence globally, leveraging creative tourism to drive both visitor engagement and long-term economic value.Be My Guest Soft Power Fam Trip: A Curated Cultural ImmersionOne of the campaign’s core components, the Be My Guest Soft Power Fam Trip, is designed to provide influential international visitors with a compact yet rich exposure to Thai identity. Developed through the creative lens of the Thailand in the Box concept, the experience offers a rich, immersive journey through the country’s vibrant and multifaceted cultural identity.Samut Songkhram – A province steeped in riverside charm, famous for floating markets, salt farms, and cultural heritage.Sukhothai – The ancient capital that houses some of the most significant ruins of Thai civilization.Chanthaburi – A province known for gem markets, fruit orchards, and a vibrant blend of history and natural beauty.By inviting a select group of entrepreneurs, content creators, and globally-recognized guests, the trip seeks to elevate lesser-known destinations and encourage storytelling that mirrors the depth and diversity of Thai life.Rhythm of Thailand: Global Co-Creation Meets Local IdentityRunning in parallel is the Rhythm of Thailand, a programme that embodies the campaign’s commitment to co-creation and international collaboration. This project brings together:A group of ten international influencers representing key markets including the United States, United Kingdom, France, China, Italy, and South Korea will take part in the initiative.Ten Thai creators with strong cultural ties and storytelling capabilitiesEach pair will explore one of ten distinct destinations:SukhothaiChanthaburiSamut SongkhramPhetchabunNanLoeiSakon NakhonPhang-ngaSurat ThaniRayong, along with expanded travel routes reaching into Phetchaburi, Nakhon Nayok, the lush landscapes of Khao Yai, and the vibrant capital city of BangkokThese journeys will focus on five Soft Power themes:Gastronomy: From street food to royal Thai cuisineWellness: Traditional healing practices and holistic retreatsMuay Thai: Thailand’s iconic martial artFashion: Local textiles, heritage wear, and emerging designersTraditional Arts: Music, dance, and craftsmanshipThe emphasis is on storytelling with substance—rather than fleeting impressions, content will be shaped through shared discovery, cultural immersion, and mutual creativity. This model not only diversifies Thailand’s tourism appeal but also fosters global cultural understanding.Digital Storytelling and Real-Time EngagementA strategic component of the campaign lies in its real-time digital rollout. As each influencer-creator duo embarks on their journey, their content will be gradually released through official channels, including the Amazing Thailand Facebook page. This staggered, narrative-driven release keeps international audiences engaged while showcasing authentic Thai stories from multiple vantage points.From handcrafted noodle shops in Nan to wellness sanctuaries in Sakon Nakhon, every post is designed to build anticipation, community interaction, and interest in Thailand’s deeper cultural dimensions.Gala Night: Celebrating the Thai WayThe capstone event of the campaign is the Amazing Thailand Saneh Thai Gala Night, scheduled for June 30, 2025, at a luxury venue in Bangkok. This exclusive evening brings the essence of Thai culture to life under the theme of Grand Invitation, one of the key pillars of the year-long initiative.The gala will highlight the “5 Must Do in Thailand” concept:Must Taste – Iconic Thai dishes that reflect regional flavorsMust Try – Authentic Thai arts and crafts hands-on experiencesMust Seek – Deep dives into Thailand’s heritage, from temples to ancient citiesMust Buy – Unique Thai-made products that support local economiesMust See – Hidden gem destinations off the mainstream pathAttendees will enjoy immersive performances, culinary showcases, traditional attire, and live demonstrations that represent Thailand’s vibrant cultural spectrum. The gala is not just a celebration; it’s a strategic showcase of Thailand’s Soft Power and hospitality excellence.Sustainable and Inclusive Tourism as Core ValuesWhile high-impact marketing and influencer engagement form the campaign’s surface, its foundation rests on sustainability, inclusivity, and local empowerment. By directing attention and resources to emerging destinations, the campaign distributes economic benefits beyond Thailand’s traditional tourism hotspots.From eco-friendly homestays in Loei to craft villages in Phang-nga, the initiative fosters travel that supports communities and preserves cultural integrity. In turn, tourists gain more authentic, meaningful experiences rooted in real Thai life.Future Implications for Thailand’s Tourism StrategyThe Be My Guest campaign signifies more than a single event—it reflects a larger directional shift in Thailand’s approach to global tourism. The combination of cultural storytelling, digital co-creation, and community-rooted experiences represents a modern blueprint for tourism development that other nations may follow.This campaign lays the groundwork for:Strengthening Thailand’s tourism brand credibilityEnhancing visitor engagement through meaningful narrativesIncreasing visitation to non-traditional provincesDeepening Thailand’s influence as a Soft Power leader in AsiaIt further advances Thailand’s long-term vision of fostering eco-conscious travel, expanding economic opportunities across regions, and safeguarding the nation’s rich cultural legacy.With the launch of the Be My Guest campaign, Thailand is not merely inviting travelers to visit—it is welcoming the world into its cultural heart. Through a strategic blend of Soft Power diplomacy, immersive tourism, and global storytelling, the country is crafting a new narrative—one where visitors are not just observers, but co-creators of the Thai experience.Thailand’s new Be My Guest campaign aims to boost its global tourism influence by blending cultural Soft Power with immersive travel experiences. The initiative is designed to attract high-value visitors while promoting sustainable tourism across lesser-known destinations.As the world watches and interacts with the journeys, performances, and digital content born from this campaign, Thailand is reaffirming its place on the world tourism map—not just as a destination, but as a global cultural ambassador.

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