In Photo (second from the left): Mrs Vira-anong Chiranakhorn Phutrakul, Deputy CEO and Country Head of Wholesale Banking, UOB Thailand and Ms Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT).
UOB Thailand today announced a strategic partnership with seven of Thailand's leading retail and duty-free giants to connect more than 8.5 million customers across ASEAN with Thailand's premier shopping destinations. The 'UOB Tourist Campaign 2026', running from 1 March to 31 December 2026, is expected to generate more than THB 5 billion1 in retail spending within Thailand. This launch directly aligns with Thailand's position as Southeast Asia's most visited nation, having welcomed over 32.97 million international visitors in fiscal year 2025.2
The partnership brings together UOB's position as the region's largest credit card issuer in terms of billings3, and seven of Thailand's foremost retail operators: Central Pattana (Central Shopping Center), Central Department Store, The Mall Group & EM DISTRICT, Siam Piwat Group (Siam Paragon, Siam Center, Siam Discovery and ICONSIAM), One Bangkok, Gaysorn Village, and King Power, channelling purchasing power from Singaporean, Malaysian, Indonesian, and Vietnamese tourists directly into the Thai retail economy.
Mrs Vira-anong Chiranakhorn Phutrakul, Deputy CEO and Country Head of Wholesale Banking, UOB Thailand, said, "As the bank with the largest regional credit card footprint in ASEAN, this campaign goes beyond offering discount privileges. It opens new opportunities for our business partners and the broader Thai economy by leveraging our regional connectivity. We are effectively channelling the purchasing power of our neighbours into the local retail sector. This supports job creation and strengthens the entire tourism supply chain, a vital engine for Thailand's GDP growth."
Ms Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), said, "The commitment shown by UOB in proactively marketing to high-value ASEAN travellers aligns perfectly with TAT's strategy to increase spend-per-head. Providing a world-class experience from the moment a visitor arrives ensures that Thailand remains a top-of-mind destination, fostering long-term brand loyalty for the country."
The campaign aims to support Thailand's tourism economy by lifting cross-border retail spend by 15 to 20 per cent, based on UOB's data analytics on regional spending patterns. It will also help promote Thai soft power through locally crafted products, including exclusive Muay Thai shorts and artisanal fragrance sets, opening up new opportunities for Thai small and medium sized enterprises. Participating cardholders will receive a VIP lifestyle experience, including access to exclusive lounges, personal shopping assistants, cash vouchers worth up to THB1,000 and special privileges at participating global luxury brands.
UOB credit and debit cardholders from Singapore, Malaysia, Indonesia, and Vietnam can redeem these privileges by presenting their credit card and passport at the information counters of participating shopping centres.
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1.Strategic target projections are calculated at approximately 7% of the target tourists' total shopping market value, referencing nationality-based arrival statistics and average per capita expenditure from the Ministry of Tourism and Sports and the Tourism Authority of Thailand (TAT).
2.Source: Ministry of Tourism and Sport
3.As of December 2025, based on Mastercard and Visa
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