The TAT's mission is to promote Thailand as a tourist destination to potential visitors worldwide, while also supporting the development of the Kingdom's tourism industry. It also encourages domestic travel for Thai people to better understand and appreciate the wide and varied natural features, cultures and attractions that the Kingdom offers. Tourism is important for generating sustainable economic growth and providing jobs and income for millions of Thais, ensuring a higher quality of life.

To achieve its mission, the TAT develops and implements proactive marketing and communications strategies based on exhaustive research. The aim is to increase share of large, mature markets as well as develop new niche and growth markets to attract more high-quality tourists to Thailand.

The TAT connects with potential visitors through several channels. There are 26 international TAT offices that do activations and promotions in the markets for which they are responsible. This includes participation in key travel trade shows, as well as joint activities with tour operators. The TAT also conducts comprehensive advertising campaigns in print and broadcast media.

Online marketing is playing an increasingly important role in the tourism sector, and the TAT is recognised as a leader in this area. This includes the use of social media channels as well as Web sites.

On a broader scale, the TAT supports co-operation in terms of tourism promotion among the public and private sectors, both at domestic and international levels. This will help to ensure a unified strategy and reinforce Thailand's position as the tourism hub of Southeast Asia.

Internally, the TAT strives to initiate advanced employee development programs to ensure that its people become driving forces in leading the organization under good governance in today’s more competitive global tourism markets.