The "Trusted Thailand" initiative, administered by the Tourism Authority of Thailand (TAT), is a certification program introduced in 2025 to ensure tourism businesses—including hotels, attractions, and restaurants—adhere to rigorous safety and quality standards. Certification criteria encompass areas such as security, payment safety, and the provision of multilingual staff, thereby enhancing traveler confidence in Thailand as a dependable destination. All GEMS GALLERY branches have received certification under this initiative.