Thailand and AirAsia Group sign three-year tourism partnership
The Tourism Authority of Thailand (TAT) and AirAsia Group signed a three-year Memorandum of Understanding (MOU) on 9 July 2026 at Park Hyatt Kuala Lumpur, Malaysia, to expand tourism cooperation and strengthen Thailand’s position as a quality regional destination under “Amazing Thailand: Feel All the Feelings”.
The signing ceremony was witnessed by H.E. Mr. Anutin Charnvirakul, Prime Minister, together with Mr. Phiphat Ratchakitprakarn, Deputy Prime Minister and Minister of Transport; Mr. Ekniti Nitithanprapas, Deputy Prime Minister and Minister of Finance; Mr. Sihasak Phuangketkeow, Deputy Prime Minister and Minister of Foreign Affairs; and Mr. Surasak Phancharoenworakul, Minister of Tourism and Sports. The MOU was signed by Miss Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing – Asia and South Pacific, and Mr. Ahmad AL Farouk Bin Ahmad Kamal, Deputy Chief Executive Officer of AirAsia Group Berhad.
Miss Pattaraanong said, “Malaysia is one of Thailand’s most important short-haul markets, supported by strong repeat travel and extensive air, land, and sea connectivity. This partnership brings together TAT’s destination marketing and AirAsia Group’s regional network to stimulate travel demand, open access to more Thai destinations, and attract higher-value visitor segments. It also supports reciprocal travel and long-term tourism growth between Thailand and Malaysia.”
The MOU covers cooperation from 2026 to 2029 in joint marketing and communications, route development, tourism trade engagement, media and influencer campaigns, and the exchange of market insights. While placing particular emphasis on Malaysia, the partnership will also support wider short-haul markets and TAT’s Value over Volume direction.
Malaysia is Thailand’s second-largest source market after China, with 2,135,591 arrivals recorded from 1 January to 7 July 2026. Proximity, high repeat visitation, and convenient transport links support strong demand for weekend and extended-holiday travel centred on shopping, gastronomy, culture, and leisure.
Key land gateways include Sadao, Su-ngai Kolok, Padang Besar, and Betong. The new road linking Sadao Customs House in Songkhla with the Bukit Kayu Hitam checkpoint in Kedah, Malaysia, was officially opened on 10 July by Thailand’s Prime Minister Mr. Anutin Charnvirakul and Malaysia’s Prime Minister Dato’ Seri Anwar Ibrahim. Together with the development of rail and maritime links, it is expected to further improve cross-border access.
Land travel accounts for about 70 per cent of Malaysian arrivals. TAT will continue to promote scenic driving routes and to work with sports car, classic car, off-road, big-bike, and family travel communities. Popular routes extend through Hat Yai, Yala, Satun, Phatthalung, Nakhon Si Thammarat, Trang, Phuket, Phang-nga, and Krabi.
TAT, together with government partners, will step up efforts to maximise the impact of this collaboration by organising a wide range of destination activities, including Cultural festivals, music and food events, walking streets, night markets and sporting activities. These initiatives are designed to inspire purpose-driven travel while introducing new experiences that enhance the diversity of Thailand’s tourism offerings. TAT is targeting 4,825,000 Malaysian arrivals in 2026.
Source: TAT News
