Bangkok, Thailand – The Tourism Authority of Thailand (TAT) has partnered with Alipay+, the unified wallet gateway operated by Ant International, to launch a campaign aimed at enhancing the digital travel experience for visitors to Thailand through artificial intelligence-powered services.
Announced by TAT’s Beijing Office and Alipay+, the initiative uses AI-generated travel themes and expanded technology integration across the travel journey. The campaign initially targets outbound travellers from China using the Alipay e-wallet.
Using outbound travel behaviour data from the first quarter of 2026, the campaign applies AI-driven analytics to interpret cross-border traveller preferences and combine them with official tourism data from Thailand. The project produced four themed rankings designed to guide travellers: “Thai Haokan” (Beautiful Sights), “Thai Haochi” (Delicious Eats), “Thai Haowan” (Exciting Activities), and “Thai Haozhu” (Cozy Stays).
These rankings are integrated with Alipay+ Voyager, an in-app AI travel agent that provides personalised travel recommendations based on user interests.
AI-driven tools reshape travel planning
The companies said travellers are increasingly using AI tools to plan trips. According to campaign data, the most common questions asked by users involve transportation guides, featured attractions, local cuisine, local experiences, and accommodation.
The initiative leverages Alipay+’s wallet ecosystem alongside tourism data from TAT to identify popular destinations and tailor recommendations for different traveller segments. These suggestions may include cultural sites, dining experiences, accommodation options and other travel scenarios.
The system is also designed to provide a seamless booking experience within digital wallets, allowing users to reserve flights, hotels, attraction tickets and ride-hailing services within the same app environment.
For instance, travellers using Alipay+ Voyager can book ride-hailing services directly from their home e-wallet without downloading additional applications. Some users are also asking the AI agent for location-based recommendations, such as “food and activities near my hotel”.
According to the organisations, the system represents an effort to develop what they describe as “Smart Tourism 3.0,” offering more personalised travel planning experiences.
Tourism sector collaboration
Yolrawee Sittichai, Director of the Tourism Authority Of Thailand Beijing Office spoke highly of this collaboration. She stated that the launch of Thailand’s AI-powered travel themed list in partnership with Alipay+ Voyager marks a significant milestone in leveraging digital technology to advance Thailand’s tourism development.
The Tourism Authority of Thailand has always prioritised the safety and security of Chinese tourists. As part of this collaboration, we have specifically integrated authoritative safety guidelines and a full-spectrum emergency contact system into the AI assistant service ecosystem, ensuring Chinese tourists enjoy a worry-free travel experience throughout their stay in Thailand.
Through the AI assistant, tourists can easily access critical information including the Thailand Tourist Police Hotline 1155 (with Chinese language support), police emergency number 191, ambulance hotline 1669, consular protection hotlines of Chinese embassies and consulates in Thailand, and the Global Emergency Call Center for Consular Protection and Services of China’s Ministry of Foreign Affairs.
Moving forward, the Tourism Authority of Thailand will continue to deepen its partnership with Alipay+, continuously upgrading Thailand’s digital tourism services to let more visitors experience the unique charm of Amazing Thailand.
Scarlett Xing, General Manager of Alipay+ Travel Solutions at Ant International, said: “The Tourism Authority of Thailand has always been at the forefront of digital innovation and have been long time partners with Alipay+ across payments and other travel breakthroughs. Through Alipay+ Voyager, we’re taking the next step in our collaboration, using our AI-powered solutions to drive a new chapter of discovery within Thailand, supporting the travel sector and bringing inclusive growth to more merchants. Together, we can showcase Thailand as the future of smart tourism, and we look forward to bring this experience to more partners globally.”
Expanded tourism ecosystem
The organisations also announced plans to deepen cooperation following the initial campaign rollout. Future initiatives include expanding the capabilities of the Alipay+ Voyager AI agent to provide more personalised travel recommendations, introducing a Thailand destination benefits card with discounts and travel perks, and developing additional travel content tailored to Chinese outbound tourists.
The campaign also highlights various travel experiences across Thailand. In the “Thai Haokan” ranking, attractions such as the Grand Palace and the Sanctuary of Truth appear alongside newer locations including King Power Mahanakhon and Sathon Soi 12.
The “Thai Haochi” category focuses on popular Thai dishes, while the “Thai Haowan” ranking highlights lifestyle experiences such as shooting ranges, Muay Thai activities and rooftop bars.
Alipay+ payment services are currently accepted by partner merchants across Thailand, including airport duty-free stores, convenience chains such as 7‑Eleven, and shopping districts such as the Siam commercial district and Central Group shopping malls.
Through integration with Thailand’s national QR payment infrastructure PromptPay, Chinese travellers can make payments at millions of merchants across the country, including small and medium-sized local businesses. A newly introduced QR code ticket purchasing system also allows visitors to scan and buy attraction tickets on site without advance booking.
