Thailand, Malaysia, India, China, Indonesia, United States, Japan, South Korea And Taiwan Lead a New Era of Digital Tourism Expansion as TAT and AirAsia MOVE Sign Landmark Three-Year MOU to Transform Travel Growth Across Asia and Beyond

Written By: Ricky Acharjee

Ricky Acharjee

I am travel writer at Travel And Tour World with 3 years of experience covering global tourism, aviation, hospitality, and destination news. Dedicated to accurate reporting and compelling storytelling, Ricky explores the trends, innovations, and developments shaping the international travel industry while delivering engaging insights for travellers and industry professionals.

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June 26, 2026 21:38 GMT+5:30

Image generated with Ai

The Tourism Authority of Thailand (TAT) and AirAsia MOVE, a major online travel platform in Asia, have entered into a Memorandum of Understanding (MOU) under the initiative “TAT x MOVE: Seamless Journey, Amazing Thailand.” The agreement is designed to boost digital tourism promotion, leverage traveller data insights, and support more targeted campaigns to encourage greater travel to Thailand and within the country.

Under the partnership, both parties will collaborate on co-branded marketing efforts, shared content distribution, and coordinated promotional activities across TAT’s official communication channels and the AirAsia MOVE platform. Spanning a three-year period, the collaboration seeks to reinforce Thailand’s global appeal as a leading tourism destination while using market insights from key Asian and international source markets to sharpen and optimise destination marketing strategies.

Ms. Thapanee Kiatphaibool, TAT Governor, said, “Digital platforms are reshaping how travellers discover, plan, and experience destinations. Through AirAsia MOVE’s regional reach and traveller insights, TAT can connect online inspiration with real travel choices, support major and emerging destinations, and create stronger opportunities for local tourism businesses nationwide. This collaboration advances the Platform Economy under the Amazing 5 Economy framework, while reinforcing TAT’s direction to promote UNESCO Creative Cities, green destinations, and tourism growth that delivers wider value across the country.”

AirAsia MOVE is set to leverage its regional digital platform and over 17 million active monthly users to boost visibility for Thai destinations, with a strong focus on Thailand’s “Five Must-Do” experiences. The collaboration aims to convert travel interest into real bookings by linking travellers directly with local tourism operators. It will also help promote lesser-known destinations, improve market reach for regional tourism businesses, and encourage a more even distribution of tourist spending across the country.

Ms. Nadia Omer, Chief Executive Officer of AirAsia MOVE, said, “This partnership with the Tourism Authority of Thailand is a pivotal step in advancing regional travel. By actively supporting the ‘Platform Economy’ pillar of the Amazing 5 Economy framework, AirAsia MOVE is uniquely positioned to accelerate this growth. Over the next three years, we will leverage our expansive ecosystem and data-driven insights to transform traveller aspiration into action, directly funnelling demand to local operators, empowering communities, and fostering sustainable economic growth across Thailand.”

The partnership aligns with the Tourism Authority of Thailand’s broader strategy to convert rising travel intent into actual arrivals, diversify visitor distribution across multiple destinations, and enhance economic benefits for tourism stakeholders across the country.

As part of this collaboration, AirAsia MOVE highlighted seven key travel behaviour trends shaping Thailand’s tourism landscape in the first half of 2026, drawn from booking analytics and traveller insights across its regional ecosystem. Asia continues to dominate inbound demand, with Malaysia, India, China, and Indonesia maintaining their positions as leading source markets for Thailand.

A clear shift is also visible in traveller demographics, with the 30–39 age bracket remaining one of the most active segments. These travellers increasingly prioritise customised, experience-rich journeys that combine adventure, culinary exploration, cultural immersion, and locally rooted activities. Independent travel continues to strengthen, with solo travellers representing 59.57% of total bookings, reflecting a strong preference for flexibility and self-planned itineraries.

India has emerged as a particularly high-growth source market. Family and group travellers account for over 43% of Indian arrivals, with average stays ranging between seven and 15 days. Indian visitors also generate the highest revenue per booking on the platform, with growing demand originating from emerging urban centres such as Bengaluru, Chennai, Kochi, and Ahmedabad, indicating a widening geographic spread of outbound travel demand.

Indonesia shows strong engagement patterns, especially among couples, who represent 24.71% of total bookings. A significant 73.4% of Indonesian bookings are made by AirAsia Members, reflecting strong brand loyalty and repeat engagement. This trend highlights rising demand for destinations such as Krabi, Chiang Mai, and Koh Samui, particularly for travellers seeking wellness, nature-based escapes, and authentic local experiences.

The United States remains a key long-haul contributor, with travellers aged 50 and above accounting for 32% of US visitors on the platform. A high 77% round-trip booking rate indicates longer stays and higher spending, with Thailand often used as a base for broader Southeast Asia exploration. Meanwhile, East Asian markets including China, Japan, South Korea, and Taiwan continue to demonstrate strong purchasing power, with over 70% of travellers opting for short stays of up to five days, supporting demand for premium city breaks, festivals, and event-led tourism.

Collectively, these behavioural insights reinforce TAT’s ongoing efforts to refine destination marketing, align tourism products with evolving traveller expectations, and drive more meaningful and distributed visitor experiences across Thailand.