TAT launches ‘Smile of the Land’ campaign honouring Queen Sirikit
The Tourism Authority of Thailand (TAT) has introduced the “Smile of the Land: Great Smile Grand Moment” campaign to celebrate Her Majesty Queen Sirikit The Queen Mother. The initiative highlights her decades of dedication to protecting nature, nurturing Thai culture, and supporting community development throughout the country.
Honouring the Queen’s legacy
Nithee Seeprae, Deputy Governor for Marketing Communications at TAT, explained that the campaign draws inspiration from a touching moment between Their Majesties. When the late King Bhumibol Adulyadej the Great was asked by a foreign journalist why he rarely smiled, he turned toward the Queen and said:
“She is my smile.”
This heartfelt reply symbolised his deep love and enduring bond with Queen Sirikit. As Nithee noted, Her Majesty’s presence always brought warmth, light, and happiness wherever she went.
Impact on communities and environment
Through her numerous royal projects, Queen Sirikit has helped preserve traditional Thai crafts and supported sustainable livelihoods. Her initiatives have empowered local communities by transforming home-based industries—such as silk weaving and forest conservation—into thriving sources of pride and income. These efforts reflect her vision of harmony between people and the natural world.
Campaign goals
- Promote travel destinations connected to Her Majesty’s royal projects.
- Celebrate the Queen’s contributions to Thai culture and environment.
- Inspire pride and unity through the legacy of compassion and sustainability.
Author’s summary: The TAT’s “Smile of the Land” campaign celebrates Queen Sirikit’s lasting influence on Thailand’s environment, culture, and communities, honouring her as a symbol of grace and national pride.