The Tourism Authority of Thailand has reportedly partnered with Grab Taxi in a bid to exchange big data for implementing destination marketing and realizing other tourism goals.

Under the partnership, Grab Taxi will share big data anonymously compiled over hundreds and thousands of taxi rides daily from various services on the Grab app. Through this TAT will gain insights into the behavior and lifestyles of International and Thai tourists, their length of stay, favorite destinations, and travel patterns in Thailand, stated a press release by the TAT.

According to sources familiar with the partnership, Grab Taxi will also back the project with Grab Data scientists, who will be working closely with TAT. Additionally, the agreement is also in accordance with the Government’s Thailand 4.0 policy of using technology to integrate data from the private sector as well as the government in a bid to help the nation move forward. The collaboration also comprises co-created innovations to improve local transportation and tourism, provide a better livelihood and raise sustainable income for the local communities, cited credible sources.

Yuthasak Supasorn, Governor for the Tourism Authority of Thailand, stated that TAT is aware of the benefits of using digital technology for the development of a smart data system that can enhance tourism marketing and serve tourists’ needs. Consequently, TAT initiated the Tourism Smart Data and the Time is Now project and partnered with Grab Taxi to boost Thailand’s tourism industry.

Supasorn further mentioned that TAT’s primary objective is to make the current group of tourists revisit the nation, expand tourist targets, give out tourism income to secondary provinces, and to present new destinations to dig the market even deeper. Furthermore, the partners will chart a tourism development plan and specify the best approaches to use these insights for the benefit of all stakeholders in the Thai tourism industry, Supasorn added.

The tourism development plan also comprises creating a smart data system, innovating transportations, and introducing campaigns aimed at promoting local tourism nationwide, reported sources.