Thailand’s Safety Certification
Thailand has started implementing a new “Thailand Safe Travel Stamp” to strengthen Chinese tourists’ confidence amid rising safety concerns.
In particular, the Tourism Authority of Thailand (TAT) kicked off the project to certify hotels, malls, restaurants, and tour operators. Receiving the safety certification means that they meet safety standards.
Overall, the initiative aims to rebuild trust among Chinese visitors following incidents that led to the tourism slump. Specifically, the controversial abduction of Chinese actor Wang Xing reportedly took place while he was visiting Thailand earlier in 2025.
“As the summer travel peak approaches, introducing a safety certification system can both reassure safety-conscious families and young travelers and help drive a recovery in tourism revenue,” remarked Hu Qimu, Forum 50 for Digital Real-Economies Integration deputy secretary-general, in an interview with The Nation.
Ahead of Golden Week
According to TAT, businesses can begin applying in July. By August, certified establishments will receive the stamp.
Notably, this timeline targets China’s Golden Week in October, a crucial travel period. Businesses meeting criteria—such as safe premises, secure payments, staff communication skills, and accessible transport—will receive certification.
Moreover, the program builds on the existing SHA (Safety and Health Administration) certification. Over 50,000 Thai tourism operators are already SHA-certified, easing integration of the new safety stamp.
Tourism Crisis Sparks Safety Strategy
Although Thailand welcomed 16.61 million international tourists in the first half of 2025, only 2.17 million were from China.
That’s down from the same period last year, pushing China to second place behind Malaysia as Thailand’s top tourist source.
In response, TAT hopes the safety certification stamp will attract an additional 4.7 million Chinese visitors by year-end. Now, the target is 6.9 million Chinese arrivals in 2025.
Importantly, the stamp focuses on easing fears for families and free independent travelers (FITs), two key segments among Chinese tourists.
Generally, tourism operators have welcomed the move. They note that visibility of the certification would be crucial, especially in major cities and tourist hubs.
‘Half-Half Thai Travel’ Hiccups
While the certification aims to address safety concerns, Thailand’s domestic tourism support also faced early hiccups.
On July 1, the “Half-Half Thai Travel” subsidy program crashed at launch, affecting user access. Consequently, TAT quickly issued an apology and worked to restore services.
Nevertheless, the agency insists this glitch won’t impact the Safe Travel Stamp rollout.
Additionally, a strong October marketing campaign is in the works. Specifically, it will feature certified businesses across Chinese digital platforms and travel agencies.
Outlook for Safety Travel Stamp
Thailand is betting on trust, not just discounts, to win back Chinese travelers.
With the new Safe Travel Stamp, the government signals its commitment to safety and quality. If its implementation goes according to plan, it could restore confidence and drive arrivals in the second half of 2025. As such, expect tighter coordination between the public and private sectors to make the stamp visible and valuable.
As Chinese tourists consider their Golden Week plans, Thailand is working hard to reclaim its place as a trusted destination.
