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Home » THAILAND » Thailand Unveils Bold New Digital Tourism Campaign with Grab to Supercharge Travel Across Fifty Five Stunning Provinces Monday, June 2, 2025Thailand has unveiled an aggressive new digital tourism strategy in association with Grab to reboot international and domestic tourism by facilitating easier, more immersive, and more rewarding discovery in fifty-five provinces. Through this strategic move, Grab’s robust digital ecosystem is used to provide integrated transport, special travel offers, and customized experiences that connect people to Thailand’s beautiful landscapes, lively cities, and historical sites—affirming the nation as a digitally empowered, experience-driven destination for another surge in tourism.Thailand is intensifying efforts to revive its tourism sector with the launch of an ambitious national initiative that merges technology, cultural exploration, and inclusive travel. The Tourism Authority of Thailand (TAT), in collaboration with Grab (Thailand), introduced a new campaign titled “Tiew Tua Thai Suk Kan Yai Wai Jai Grab” — translated as “Explore Thailand, Enjoy More, Trust Grab.” This forward-thinking program is designed to reinvigorate domestic and international travel by making city exploration seamless, accessible, and rewarding.Launched on the second of June, the campaign underscores Thailand’s vision to adapt to a changing tourism landscape by embracing digital tools and enhancing travel convenience. By leveraging Grab’s expansive mobility and delivery ecosystem, the campaign aims to motivate travelers to journey through all corners of the country—from iconic destinations to lesser-known gems—while experiencing the richness of Thai culture and nature in a hassle-free manner.Driving a Nation’s Travel Revival Through Digital PowerThe foundation of the “Explore Thailand, Enjoy More, Trust Grab” campaign lies in digital transformation. Grab, a leading ride-hailing and lifestyle services platform in Southeast Asia, serves as the technological engine that supports the movement. Whether visitors seek transportation, local food delivery, or curated travel routes, the campaign seamlessly integrates these options through Grab’s app interface.This digital-first approach allows both Thai nationals and international travelers to navigate urban cities and off-the-beaten-path provinces with ease, removing common friction points in trip planning and logistics. Spanning the bustling avenues of Bangkok, the peaceful hills of Chiang Mai, and the calm shorelines of Krabi, the initiative delivers tailored travel experiences powered by dynamic digital technology.Promoting Cultural Immersion and Sustainable ExplorationAt its heart, the initiative also focuses on celebrating Thai identity and fostering sustainable tourism. Rather than limiting experiences to well-trodden tourist routes, the campaign encourages exploration of fifty-five participating provinces across Thailand. This geographic inclusivity provides economic opportunities for local communities and helps distribute tourism benefits more equitably.Visitors can uncover traditional crafts in the North, explore temple-lined cities in the Central region, dive into marine adventures in the South, or connect with authentic Isaan cuisine in the Northeast. Each journey contributes not only to visitor enjoyment but also to the local economy and cultural preservation.The phrase “Enjoy More” goes beyond branding—it represents a commitment to enriching travel experiences by connecting visitors with Thailand’s cultural soul, natural beauty, and warm hospitality, while encouraging extended visits and greater economic impact.Tailored Travel Promotions with Zero Entry BarriersA standout feature of the campaign is its accessible and traveler-focused promotion model. Through the “Pai Mueang Na Tiew Suk Kan Yai Wai Jai Grab” initiative—meaning “Discover Hidden Cities, Enjoy More, Trust Grab”—participants can unlock special travel rewards simply by using Grab services across the selected provinces.Unlike many tourism incentives that come with complex requirements, this campaign is deliberately designed to be accessible. No minimum spend is needed to participate. Travelers are encouraged to select from two promo codes based on their travel style: “NATURE” for scenic escapes and eco-tourism experiences, or “CITY” for bustling urban explorations.These codes allow travelers to personalize their journeys to align with their preferences while earning perks and access to curated experiences. This level of customizability reflects the campaign’s user-centered approach, putting travelers in control of their adventure while nudging them to explore lesser-known locales.Exclusive Discounts for Extended Travel IncentivesAdding further appeal to the initiative is a robust incentive system. Tourists and residents can access exclusive discounts via Grab using the code “AMAZING25.” This promotion offers up to one hundred Baht off applicable services, including transportation, food delivery, and parcel logistics.Valid through the end of December, this offer allows travelers to reduce the cost burden of domestic movement while encouraging them to travel more frequently or take longer trips. Whether planning a quick weekend escape or a multi-day cultural tour, travelers can benefit from digital savings while contributing to regional tourism recovery.This component of the campaign is particularly effective for repeat travelers and domestic tourists, as it supports affordability without sacrificing quality or convenience.Strengthening Regional Tourism and Domestic ConfidenceBy focusing on both Thai and international tourists, the campaign addresses two key market segments. International tourism remains vital to Thailand’s economy, but domestic travel offers a buffer during times of global uncertainty.This dual-targeted approach enables Thailand to build resilience within its tourism infrastructure. The campaign also aligns with government strategies that prioritize secondary city development, sustainability, and smart mobility integration.Regions that were once overlooked by international tour operators are now receiving increased attention, allowing for a more even distribution of tourism revenues and investment. This transformation is critical in the post-pandemic recovery phase, as it reduces pressure on overcrowded destinations while spotlighting the country’s vast untapped tourism potential.Building Emotional Connections with Local StoriesBeyond discounts and digital logistics, the initiative weaves in emotional storytelling to enhance appeal. The campaign positions travel not just as movement, but as an enriching experience filled with discovery, reflection, and local connection. This narrative is embedded in every promotional aspect—from city-specific travel themes to cultural touchpoints integrated within the Grab platform.Visitors can expect travel suggestions that resonate with Thailand’s identity—offering food experiences rooted in heritage, guided routes through historical landmarks, and interactive storytelling through regional traditions and community engagement.This narrative strategy not only strengthens the campaign’s marketing appeal but also enhances the visitor experience by fostering meaningful encounters with people, places, and local customs.A Template for Regional Tourism CampaignsThe “Explore Thailand, Enjoy More, Trust Grab” campaign is not merely a domestic promotion—it’s a forward-looking model that other Southeast Asian countries may seek to emulate. By marrying technology, cultural richness, and economic stimulus, the campaign presents a blueprint for how tourism authorities and private digital platforms can collaborate for nationwide impact.Its integrated structure offers both scale and personalization, ensuring that travelers of all types—whether budget backpackers or luxury seekers—can access the benefits. It also reflects Thailand’s agility in adapting to post-pandemic tourism dynamics by focusing on mobility, safety, sustainability, and smart engagement.With the unveiling of this digitally driven, culturally enriched travel campaign, Thailand is setting a new standard in tourism revival strategies. Thailand’s collaboration with Grab marks a strategic fusion of government-led tourism vision and private-sector digital innovation, driving a new era of smart travel experiences.Thailand is joining forces with Grab to develop an aggressive digital tourism campaign to turbocharge travel in fifty-five provinces by facilitating seamless mobility, personalized experiences, and special incentives. The plan is to enhance discovery of the country’s rich cultural and natural destinations through a technology-driven travel platform.By tapping into technology to streamline travel, reduce friction, and add value, the campaign promises to reinvigorate interest in domestic tourism while welcoming global travelers with open arms. Through immersive experiences, intelligent mobility, and inclusive promotions, this nationwide initiative not only celebrates Thailand’s timeless allure but paves the way for a sustainable and future-ready tourism economy.Tags: cultural tourism, Digital Travel Campaign, domestic travel promotion, Grab, smart tourism, Southeast Asia tourism, sustainable travel, thailand travel, Tourism Authority of Thailand, Tourism news, Travel News, travel technology, Urban and nature tourism
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