Thai tourism agency launches AI-integrated spiritual tourism initiative

The Tourism Authority of Thailand (TAT) has unveiled a new initiative to boost tourism by tapping into the rising interest in faith-based travel among younger generations, particularly Gen Y and Gen Z.

The project, titled “Mu Thua Thai Pai Kub AI”, is being developed in collaboration with private sector partners. The program aims to combine traditional astrology with modern technology.

As part of the initiative, an AI-powered application will be created to offer tourists personalized recommendations for spiritual and cultural sites across Thailand. The app is scheduled to launch by the end of this year.

Natthaphat Sukitanon, director of the Activity Promotion Division at TAT, explained that the app will tailor travel suggestions based on users' birthdays and astrological signs. Recommended destinations will range from natural landmarks and sacred temples to local cuisine spots and handicraft markets.

In addition, the campaign will feature a unique tarot card design contest. The competition will involve students from Thai art institutions, encouraging them to creatively showcase Thai culture while supporting community development. Winning designs will be incorporated into the application.

This initiative is part of TAT’s broader strategy to promote the “spiritual economy.” The aim is to leverage Thailand’s rich cultural heritage and belief systems as a unique selling point to attract both domestic and international tourists.

A trial phase for the project is set to begin by the end of 2024. It will allow travellers to explore Thailand’s diverse spiritual and cultural offerings through a modernized digital platform.