Grab Teams Up with TAT to Boost Fandom Tourism with Ling-Om for Secondary City Travel Boom

Grab partners with the Tourism Authority of Thailand (TAT) to launch the Grab Amazing Thai Rares campaign, promoting the Fandom Tourism strategy by featuring Ling and Om to stimulate travel to 55 secondary provinces, targeting Gen Z and Chinese tourists for the second half of the year. 

Grab and TAT enlist "Ling-Om" to spark the Fandom Tourism trend.

Grab Thailand, in collaboration with the Tourism Authority of Thailand (TAT), is pushing to boost the economy and tourism for the second half of the year by launching a major campaign. "Grab Amazing Thai Rares: Explore Thailand Deeply, No Secrets". They apply the Fandom Tourism strategy by bringing in two female artists, Friends of Grab, "Ling-Om," to invite Thai and international travelers to discover off-the-beaten-path attractions across 55 provinces.

Ms. Thapanee Kiattipiboon, Governor of the Tourism Authority of Thailand (TAT), revealed that TAT continuously promotes domestic travel to reflect each area's unique identity. This collaboration with Grab aims to stimulate tourism through young artists who have large followings domestically and abroad. Grab’s platform will support sustainable income distribution to local businesses and communities.

Building on success to target Gen Z and Chinese tourists.

. Ms. Jantsuda Thananityaudom, President of Grab Thailand, said Grab is ready to promote tourism activities and stimulate local economies following government policies. Last year's successful campaign featuring "Ling-Om" generated over 300 million media impressions and boosted ride-hailing usage in popular cities by 48%. This year, they are accelerating with the "Grab Amazing Thai Rares: Explore Thailand Deeply, No Secrets" campaign to target Thai Gen Z travelers and Chinese fans, reinforcing the Fandom Tourism trend.

Key highlights of the campaign to boost spending and travel include:

• Offering discounts up to 120 baht with the code "AMAZING" for Grab services across 55 provinces, covering ride-hailing, food delivery, and parcel services, valid now until 6 Sep 2026 GMT+7.
  
  
• Launching the "Grab Amazing Thai Rares 2026 Travel Guidebook" in print and digital formats in three languages: Thai, English, and Chinese.
  
  
• The guidebook compiles must-visit spots and top eateries in 11 key cities: Phang Nga, Rayong, Udon Thani, Phetchabun, Tak, Nan, Phayao, Lampang, Chiang Rai, Chiang Mai, and Bangkok.
  
  
• Organizing the "Explore Deeply, No Secrets with Attractive Cities" event where users can win a spot among 50 lucky winners for an exclusive trip with Ling and Om.
  
  Trip 1 will grant 30 lucky winners, chosen from those voting for the region they most want to visit while using Grab services across 77 provinces nationwide.
  
  Trip 2 will grant 20 lucky winners selected from those using Grab services specifically in the 55 featured attractive cities.

Tourists and fans interested can participate in the campaign from now until 6 Sep 2026 GMT+7.

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