Page 205 - THAILAND PRIVILEGE ANNUAL REPORT 2025

Annual Report 2025

Brand DNA
Brand DNA defines the fundamental identity and positioning of the brand, enabling clear differentiation and
the creation of emotional connections with customers. It encompasses the brand’s values, beliefs, mission, vision,
personality, and the distinctive value it delivers beyond competitors. The Brand DNA of Thailand Privilege Card Co., Ltd.
(TPC) is represented by the acronym GRACE, as follows:

G G Grace C C Companion

Symbolizes elegance and pride, reflecting a Embodies friendliness under the concept of
warm and gracious welcome that ensures every “Friends of Thailand,” illustrating unwavering
member enjoys an extraordinary experience companionship and support to fulfill members’
while in Thailand. needs throughout their stay in Thailand.

R R Relationship E E Exclusivity

Represents attentive and caring relationships, Reflects professionalism and distinctiveness,
signifying the Company’s commitment to treating representing the pursuit of exclusive privileges
all members like friends and family, delivering through strategic partnerships to deliver the
smiles and happiness. finest experiences.
A A Assistance

Denotes reliable support, emphasizing
the Company’s readiness to provide assistance
and thoughtful recommendations whenever
members need them.

Nature of Business
Thailand Privilege Card Co., Ltd. was established to operate the Thailand Privilege Membership Card Program,
a government policy initiative aimed at promoting the sustainable growth of the tourism industry and generating
broad-based economic benefits for the country. The program adopts the concept of an exclusive membership
card as a key instrument to attract high-quality foreign nationals who appreciate Thailand’s distinctive identity and
strengths across tourism, sports, health and wellness, cuisine, and arts and culture. By encouraging such individuals
to become members, the Company seeks to build a base of high-spending, quality tourists, thereby enhancing
public relations, marketing efforts, and the overall effectiveness of Thailand’s tourism promotion. Membership
fees and members’ expenditures during their stay in Thailand also represent an important source of revenue for
the tourism industry and related sectors. These efforts are aligned with the strategic direction of the Tourism Authority
of Thailand (TAT), which focuses on attracting high-quality tourists and increasing the sustainable economic value
generated from tourism.
In addition to its focus on the premium tourism segment, the Company has expanded its market to include
foreign nationals seeking long-term residency in Thailand through residency-oriented programs. This expansion
reflects global trends among foreign nationals who seek stability in residency and investment opportunities in
high-potential countries such as Thailand.
At present, the Company operates on a solid and stable foundation as a state-owned enterprise under
the supervision of the Tourism Authority of Thailand, which holds 100% of the Company’s shares. Despite competition
from both domestic and international players, Thailand remains one of the world’s leading tourist destinations,
supported by its rich natural resources, diverse attractions, and distinctive cultural identity. As a result, Thailand’s
tourism industry continues to demonstrate strong growth potential.
The Company plays a significant role in supporting the Tourism Authority of Thailand’s policy to attract
middle- to high-end foreign tourists (Quality Leisure) and to increase the proportion of high-value tourists spending
in the country. These efforts contribute to tourism revenue generation and strengthen the overall resilience and
competitiveness of the Thai economy.

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