TAT launches WILD AWAKE JOURNEY to promote green-season conservation travel

The Tourism Authority of Thailand (TAT) is transforming Thai tourism by inviting younger travellers to become forest guardians through the WILD AWAKE JOURNEY campaign, promoting responsible travel while offering special deals that help protect the planet and wildlife.

Travel trends this year are no longer just about checking in and taking beautiful photos. Global tourism is increasingly moving towards journeys that create meaning and healing.

The Tourism Authority of Thailand, through its domestic marketing division, has officially kicked off the creative campaign “WILD AWAKE JOURNEY: New Friends in the Big Forest” under the concept “Awake Your New Moment”.

The project aims to drive regenerative and conservation tourism, shifting the role of travellers from general consumers to responsible “guardians” of forests and the environment.

Apichai Chatchalermkit, TAT deputy governor for domestic marketing, said that during this year’s green season, TAT aims to transform travel into a new dimension by creating meaningful interaction between visitors, nature, wildlife and local communities.

The campaign particularly promotes wildlife conservation tourism, inviting people to connect more deeply with the world of wild animals through Thailand’s ecosystems, which rank among the region’s richest in biodiversity.

The goal is to ensure that every travel memory creates value not only for visitors, but also for all living creatures in the forest.

To turn inspiration into real action, TAT has joined forces with tourism industry partners and well-known influencers to organise a marketing campaign and stimulate domestic travel from June to August 2026 through three highlight activities for green-minded travellers.

• AWAKEN YOUR WILD STORY: An activity inviting travellers to search for new friends in the forest and share the wonders of nature from fresh perspectives.
• TRAVEL THAT GIVES BACK: Special travel deals designed so that every journey helps heal the planet and protect wildlife at the same time.
• WILD AWAKE EXCLUSIVE TRIP: A special adventure trip that takes travellers into the forest to experience real nature, track wildlife and learn about the lives of creatures big and small.

TAT expects the launch of this project to help revitalise domestic tourism during the rainy season, or green season, making it livelier and more distinctive.

The campaign also aims to create sustainable value in economic, social and environmental terms, reinforcing Thailand’s image as an international conservation tourism destination.