The Awards are statuettes of the Kinnari, a half-human, half-bird mythological character featured in ancient Thai literature, representing beauty and exaltation. The Kinnari holds a lotus in one hand while a pigeon is perched on the other. The lotus symbolises purity and highest esteem. While the pigeon represents peace, brotherhood and harmony.

The Thailand Tourism Awards were first introduced by TAT in 1996 with the recognition and endorsement of the World Tourism Organisation.

The awards recognise and honour tourism-related organisations in the private and public sectors which have played a significant direct and indirect role in tourism development.

The Thailand Tourism Award is Thailand's 'Hallmark of Excellence' a symbol of assurance in the outstanding quality and reliability of tourism products and services offered by a particular organisation or operator.

The distinguished awards recognise the finest achievements and outstanding contributions to Thai tourism and represent the country's highest honours conferred for innovation and creativity in the field of sustainable tourism, conservation and environmental protection efforts.

	To encourage competitiveness, quality management and excellence in standards of service in the tourism industry, and by doing so, contribute to the conservation of the country's natural and cultural resources, and supports sustainable tourism development
	To recognise and honour tourism-related organisations in the private and public sectors which have played a significant direct and indirect role in tourism development
	To clearly demonstrate the intention of the TAT to promote and develop quality in the Thai Tourism industry

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