The Tourism Authority of Thailand (TAT) has launched the “Smile of the Land:Great Smile Grand Moment” campaign to honor Her Majesty Queen Sirikit The Queen Mother, recognizing her lifelong dedication to cultural preservation, environmental protection, and community empowerment. The campaign takes inspiration from His Majesty King Bhumibol Adulyadej The Great’s touching remark referring to Her Majesty as his “smile,” symbolizing her grace and the warmth she brought to the Thai people.
The initiative highlights Her Majesty’s legacy through projects such as the SUPPORT Foundation and “Ban Lek Nai Pa Yai,” which preserved traditional crafts and created sustainable livelihoods nationwide. Her enduring smile continues to represent kindness and national unity, earning her the title “Smile of the Land.”
TAT will collaborate with media and private partners to produce documentaries, organize cultural events, and promote travel routes connected to royal initiatives. These include visits to textile and artisan craft routes, royal project sites, and exhibitions celebrating Thai heritage. The public can follow the campaign on Amazing Thailand’s official online channels and through 1672 Travel Buddy and Osotho Magazine.
EN
CN
DE
JP
TH
