The “Smile of the Land” campaign aims to share Her Majesty’s legacy and promote destinations linked to her royal projects. Running from November this year through December next year, the initiative will feature short documentaries, news features, and multimedia content under the theme “Paths of Smiles”, such as “Thai Textile Routes” and “Arts and Crafts Journeys”.
TAT will also collaborate with media outlets and Key Opinion Leaders (KOLs) to visit and showcase royal project sites, local products, and community tourism models inspired by Her Majesty’s initiatives.
Partner organisations in the private sector will join in with creative tributes, including a royal-themed song, CSR activities, and cultural festivals promoting traditional Thai heritage.
Osotho magazine will produce documentaries and articles on the Queen Mother’s works, alongside a digital e-Gallery and infographics highlighting Thai handicrafts, silversmithing, lacquerware, and nature conservation projects.
Travellers will also be invited to join special journeys that allow them to experience and appreciate the Queen Mother’s benevolence firsthand.
TAT expects the campaign to boost domestic tourism by 5–10%, with at least five themed routes developed across the country to connect royal project destinations with community-based attractions and local products.