Thailand is revolutionizing its tourism approach by transforming travel influencers from mere content creators into strategic cultural ambassadors, positioning the nation as a dynamic global festival destination.
During the Thailand Convention & Exhibition Bureau’s Splash Soft Power 2025 forum, leading tourism experts unveiled a groundbreaking perspective on influencer marketing that goes far beyond traditional promotional tactics.
Pawat Ruangdejworachai, president of MI Group, emphasized that modern influencers are more than reviewers—they are cultural curators with powerful, loyal communities. “When we match influencers with the right festival DNA, they become co-creators who shape perceptions and attract diverse traveler segments,” he explained.
Successful campaigns like the Tourism Authority of Thailand’s #AmazingSongkran initiative demonstrate this strategy’s effectiveness. By mobilizing hundreds of global micro-influencers, Thailand has dramatically expanded its international event reach, particularly among younger, digitally-connected travelers.
Krit Krityayarn from Adapter Digital stressed the critical importance of authenticity in influencer partnerships. “Scripted content falls flat,” he noted. “Influencers must be empowered to use their distinct voice, which is precisely what audiences trust and engage with.”
The data supports this approach. Events like the Amazing Thailand Marathon transform every participant into a potential micro-influencer. With 50,000 runners daily generating user-generated content, each event becomes a powerful soft power catalyst.
Thainchai Pisitwuttinan, CEO of Global Sports Ventures, highlighted another emerging trend: collaborative creator collectives. “TikTok idol camps with massive followings can generate incredible viral momentum,” he explained, referencing partnerships like the Rajadamnern Boxing Stadium’s collaboration with influencer groups boasting over a million combined followers.
This strategy extends beyond traditional tourism marketing. Pongsiri Hetrakul, festival director of Awakening Bangkok, observed that Thai event culture itself is inherently social media friendly. “Sixty percent of our festival’s social media content features people creatively interacting with event spaces—a testament to the immersive experiences we offer,” he said.
By recognizing influencers as strategic partners rather than mere promotional tools, Thailand is pioneering a new model of cultural diplomacy. These collaborations not only showcase the country’s vibrant events but also create genuine, shareable narratives that resonate globally.
As the tourism landscape continues to evolve, Thailand’s innovative approach demonstrates how strategic influencer engagement can transform destination marketing, turning every festival, marathon, and cultural event into a potential global storytelling platform.
