BANGKOK, THAILAND – Thailand’s national tourism agency unveiled a completely revamped “Amazing Thailand” app in Bangkok, designed to strengthen digital tourism and support local businesses with AI tools and integrated cashless payments.
Digital travel companion from planning to payment
The new version of the “Amazing Thailand” app was presented by the Tourism Authority of Thailand (TAT) as a comprehensive travel companion. It was designed to cover every stage of a trip, from early inspiration and planning through booking, on-the-ground experiences and secure payments.
According to TAT, the platform followed the concept of the “Amazing 5 Economy”, which aimed to enhance the country’s competitiveness in global tourism. The strategy focused on practical digital solutions that build trust among international visitors.
AI chatbot offers real-time tips
At the centre of the service stood an AI-powered chatbot, which provided real-time travel recommendations based on users’ personal preferences, lifestyle and travel style. It suggested tailored routes, accommodation, restaurants, shopping spots and activities.
In addition, the app supplied information on safety and value-added tax (VAT) refunds. This was intended to help visitors find their way around more easily and handle financial formalities more efficiently while in the country.
Mastercard integration and exclusive experiences
The app integrated the “Mastercard Priceless” programme, giving cardholders access to exclusive events, curated dining experiences and other benefits. These offers were positioned as added value for travellers using the platform.
The close partnership with Mastercard was described by those involved as a way to link secure payment systems with digital travel tools. This combination was intended to enhance the holiday experience and promote the use of cashless payments.
Boost for local businesses and regions
Beyond basic service functions, the app was expected, according to TAT, to connect tourists directly with attractions, providers and local communities across the country. This included well-known hotspots as well as emerging areas.
Using data on travel and spending behaviour, the system recommended both primary and lesser-known secondary destinations. The goal was to distribute economic value more widely, encourage longer stays and involve small and medium-sized enterprises (SMEs) more strongly in tourism.
Building block in Thailand’s digital tourism strategy
Kittipong Praphathong, deputy governor for Digital, Research and Development, described the application as a key element in developing a nationwide digital tourism platform. He said it would strengthen the international competitiveness of Thailand as a destination and create sustainable economic opportunities for local providers.
Safdar Khan, president of Mastercard Southeast Asia, underlined that combining secure payment functions with digital solutions was meant to increase user confidence. At the same time, it was intended to deepen the integration of local businesses into the tourism value chain.
Launch date and further information
According to TAT, the new “Amazing Thailand” app was scheduled to be available for download from 15 March 2026 in the major app stores App Store and Google Play. International visitors would be able to access the new features ahead of upcoming travel seasons.
Further details on functions and offers were to be provided by the Tourism Authority of Thailand on its official website. Information there would outline specific services and explain how travellers and local businesses could use the platform.