TAT Launches ‘Be My Guest’ Campaign to Spotlight Thai Soft Power on Global Stage The Tourism Authority of Thailand (TAT) is set to launch the international Be My Guest campaign as part of the government’s flagship Amazing Thailand Grand Tourism and Sports Year 2025. Representing the Grand Celebration pillar of the initiative, the campaign is anchored by two core programmes – the Be My Guest Soft Power Fam Trip and Rhythm of Thailand. It aims to amplify Thailand’s cultural influence, attract high-value tourism, and promote sustainable travel across emerging destinations.