The Tourism Authority of Thailand (TAT) and Klook have signed a Letter of Intent of Strategic Partnership to enhance collaborations on the development and promotion of quality tourism experiences in Thailand.

Under the agreement, TAT and Klook will enhance collaborations on increasing awareness and raising travel demand to Thailand, leveraging Thailand’s 5F soft power (food, film, festival, fight and fashion) to promote meaningful travel experiences in key and secondary cities, strengthening efforts on the promotion of sustainable and community tourism, and adopting digital transformation to help drive Thai tourism industry.

In addition, the partnership will help boost income distribution to local communities and strengthen Thailand’s sustainability profile, stimulating economic growth across the wider industry.

The collaboration will spotlight hidden gems and lesser known authentic Thai experiences by empowering small-medium operators with the tools to digitise their business and expand their reach to Klook’s global user base.

Both TAT and Klook will work closely together to forge partnerships with Thailand’s major ticketed festivals to offer an integrated booking experience, along with an extensive range of in-destination services across accommodation, curated experiences and local attractions.

TAT governor, Thapanee Kiatphaibool, remarked: “We have set our goals to collaborate and create comprehensive joint marketing with Klook to promote quality tourism experiences in the kingdom for (South-east Asia), South Asia, and South Pacific markets.”

“We are excited to team up with TAT to diversify and elevate tourism in Thailand with meaningful and exclusive experiences that best reflect the destination – from iconic activities to hidden gems and even mega-events including music festivals and sporting events,” said Eric Gnock Fah, COO & co-founder, Klook.

Klook currently offers close to 1,700 experiences and more than 10,000 packages in Thailand, with plans to increase offerings by 20 per cent this year. This will include curated experiences in line with Thailand’s 5F soft power, for example; tickets to Muay Thai matches in Bangkok and Siam Songkran Music Festival 2024.