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TAT Launches ‘Be My Guest’ to Elevate Thai Soft Power

Summary by Bangkok Post
The Tourism Authority of Thailand (TAT) is launching theBe My Guest international campaign, a flagship initiative under the government’s Amazing Thailand Grand Tourism and Sports Year 2025. Representing the "Grand Celebration" pillar of the initiative, the campaign runs from 26 June to 1 July and highlights Thai soft power through two core programmes: Be My Guest Soft Power Fam Trip and Rhythm of Thailand.

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Macau Business broke the news in on Tuesday, June 24, 2025.
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