Thailand, Bangkok, Chiang Mai and Phuket are entering a new phase of premium tourism as the Tourism Authority of Thailand (TAT) and ZEEKR Thailand introduce the Amazing Thailand in ZEEKR Luxury Way campaign. Launched in July 2026, the initiative combines electric vehicle (EV) mobility with luxury tourism, encouraging travellers to discover lesser-known destinations through environmentally responsible journeys while maintaining high levels of comfort and convenience.
The campaign reflects Thailand’s broader strategy of expanding beyond traditional mass tourism by promoting sustainable, technology-driven and experience-led travel. Designed to appeal to luxury travellers from key international markets including China, Japan, Singapore and India, the programme aligns premium mobility with personalised itineraries and lower environmental impact.
A New Direction for Thailand’s Tourism Strategy
Thailand has long been one of Asia’s leading tourism destinations, welcoming visitors for its beaches, cultural heritage, cuisine and hospitality.
The new EV tourism initiative represents a shift towards higher-value travel, encouraging visitors to spend more time exploring regional destinations instead of concentrating solely on major tourist hotspots.
By integrating electric vehicles into premium travel experiences, Thailand aims to reduce transport-related emissions while supporting destinations that have traditionally received fewer international visitors.
The initiative also reflects growing demand from travellers seeking luxury holidays that incorporate sustainability and innovative technology.
Electric Vehicles Transform Road Travel
The partnership with ZEEKR Thailand places electric mobility at the centre of premium tourism experiences.
Rather than relying exclusively on domestic flights or conventional transport, travellers can explore Thailand through carefully designed EV road journeys connecting cities, coastal destinations and cultural attractions.
Electric vehicles offer quieter travel, advanced digital features and lower emissions, complementing Thailand’s wider environmental objectives while providing a modern travel experience.
The campaign also highlights the country’s expanding EV charging infrastructure, making long-distance journeys increasingly practical for visitors.
Bangkok Remains the Gateway
Most international travellers begin their journeys in Bangkok, Thailand’s primary aviation hub.
Suvarnabhumi Airport is located approximately 30 kilometres east of central Bangkok and provides extensive connections to Asia, Europe, Australia and the Middle East.
Visitors frequently explore the Grand Palace, Wat Pho, Wat Arun, ICONSIAM and the Chao Phraya River before beginning road journeys to other parts of the country.
Bangkok’s modern road network and improving EV infrastructure provide an ideal starting point for luxury self-drive itineraries.
Discovering Hidden Destinations
A key objective of the campaign is to encourage travellers to explore destinations beyond Thailand’s busiest tourism centres.
Routes may include cultural cities such as Chiang Mai, approximately 700 kilometres north of Bangkok, coastal retreats including Hua Hin, around 200 kilometres southwest of the capital, and scenic provinces known for local communities, national parks and regional cuisine.
Visitors are encouraged to experience local traditions, artisan villages, boutique accommodation and nature-based tourism while supporting regional economies.
These journeys promote slower travel, allowing guests to spend more time engaging with local culture and landscapes.
Luxury Meets Sustainability
The campaign demonstrates that luxury travel and environmental responsibility can work together.
Premium accommodation, fine dining, wellness retreats and curated cultural experiences are combined with electric mobility to create holidays that minimise environmental impact without compromising comfort.
Many participating destinations also emphasise locally sourced cuisine, sustainable hospitality practices and community-based tourism, supporting Thailand’s long-term sustainable tourism objectives.
This integrated approach reflects changing expectations among affluent travellers who increasingly value responsible tourism alongside personalised experiences.
Key International Markets Drive Demand
The initiative specifically targets travellers from China, Japan, Singapore and India, four of Thailand’s most important international visitor markets.
These travellers are increasingly seeking customised holidays that combine convenience, technology and authentic cultural experiences.
Improved air connectivity between Thailand and these markets continues supporting tourism growth, while premium travel products help diversify visitor experiences beyond traditional sightseeing.
The campaign also positions Thailand competitively within Asia’s growing sustainable luxury tourism sector.
Supporting Regional Tourism Growth
By encouraging visitors to travel beyond major destinations, the initiative distributes tourism benefits across a wider geographic area.
Hotels, boutique resorts, restaurants, local guides, artisan communities and regional attractions all benefit from increased visitor spending.
This strategy also helps reduce pressure on heavily visited destinations while promoting lesser-known provinces with strong tourism potential.
As Thailand continues investing in sustainable infrastructure and smart mobility, EV tourism is expected to become an increasingly important part of the country’s long-term tourism development.
Country Details and Current Status
| Country | Destination | Current Tourism Development |
|---|---|---|
| Thailand | Bangkok | Gateway for sustainable luxury EV tourism |
| Thailand | Chiang Mai | Cultural destination linked through premium road journeys |
| Thailand | Hua Hin | Coastal destination promoted through EV travel |
| China, Japan, Singapore, India | Key source markets | Target audiences for premium sustainable tourism experiences |
Key Stats
- Amazing Thailand in ZEEKR Luxury Way was launched in July 2026.
- Suvarnabhumi Airport is approximately 30 km from central Bangkok.
- Chiang Mai is approximately 700 km north of Bangkok by road.
- Hua Hin is approximately 200 km southwest of Bangkok.
- The initiative targets major tourism markets, including China, Japan, Singapore and India.
- The campaign promotes premium EV travel, sustainable tourism and regional destination development.
FAQ
What is Amazing Thailand in ZEEKR Luxury Way?
It is a tourism initiative combining premium electric vehicle travel with sustainable luxury experiences, encouraging visitors to explore destinations across Thailand.
Who is the campaign designed for?
The programme targets luxury, technology-focused and environmentally conscious travellers, particularly from China, Japan, Singapore and India.
Why is EV tourism important for Thailand?
Electric vehicle tourism supports lower-emission travel, encourages exploration of lesser-known destinations and aligns with Thailand’s long-term sustainable tourism strategy.
Conclusion
Thailand’s collaboration with ZEEKR Thailand marks an important step in the evolution of sustainable luxury tourism across Asia. By combining premium electric mobility with carefully curated travel experiences, the Amazing Thailand in ZEEKR Luxury Way campaign encourages visitors to discover cultural, coastal and nature-based destinations beyond the country’s traditional tourism hotspots. Supported by growing EV infrastructure, strong international air connectivity and increasing demand from travellers seeking environmentally responsible holidays, Thailand is strengthening its position as a leader in smart, sustainable and experience-driven tourism while creating new opportunities for regional destinations and local communities.
