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The Tourism Authority of Thailand (TAT) has unveiled its “Amazing Thailand Grand Tourism Year” initiative as part of the 2025 marketing plan aimed at revitalizing the country’s tourism industry. This initiative aligns with the government’s ‘IGNITE THAILAND’S TOURISM’ vision to restore prosperity to Thai tourism.
The announcement was made at the annual TAT Strategic Direction for 2025 conference, which was presided over by H.E. Mr. Sermsak Pongpanit, Thailand’s Minister of Tourism and Sports. The event also saw the presence of Ms. Natthriya Thaweevong, TAT’s Chairperson of the Board, along with officials and key figures from Thailand’s public and private tourism sectors, as well as members of the media.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “Recognising 2025 as another challenging year, TAT will be putting our best efforts into driving demand and shaping supply to accelerate Thailand’s tourism ecosystem. Our ambition is to highlight Thai tourism’s pivotal role as a key driver of the country’s prosperity and socio-economic development while securing the kingdom’s position as a world-class tourist destination.”
Reiterating the importance of tourism for the Thai economy, the Tourism Authority of Thailand (TAT) has set an ambitious target of increasing tourism revenue by at least 7.5% in 2025, which is 1.7 times higher than the country’s GDP growth forecast for the year. This goal is based on a “best case scenario” of welcoming 39 million international visitors and facilitating over 205 million domestic trips, with international market growth expected to surpass 80% compared to 2024.
In 2025, TAT will highlight “Thai Charms” and “Hidden Gem Cities” to inspire more travel across the country. The strategy includes diversifying the ‘five must-do activities’: Must Taste – Thai food, Must Try – Muay Thai, Must Buy – Thai fashion and local products, Must Seek – new destinations and experiences, and Must See – Thai festivals. A city marketing approach will promote Hidden Gems destinations, aiming to distribute tourism income more evenly and reduce seasonality.
For the international market, the focus will be on driving growth in 23 potential markets worldwide, which contribute over 80% of the total foreign tourist revenue from 2024. The goal is to increase the number of markets with 7-digit tourist figures to 13 by 2025.
TAT will work to increase flight capacity to Thailand by adding more flights on existing routes and introducing new regular and charter routes. The promotion of “Hidden Gem Cities” and “Thai Charms” will align with international tourist preferences, leveraging the popularity of media filmed in Thailand.
In the short-haul international market, TAT will target new generation travelers from China, Japan, South Korea, Taiwan, and Hong Kong. Promotions will also aim at Millennials, families, high-income travelers, and shopping enthusiasts from ASEAN countries, as well as self-drive and train travelers from Malaysia, Singapore, and China.
For the Chinese market, TAT will celebrate the 50th anniversary of Thai-Chinese relations in 2025 with various activities at the governmental, business, and people-to-people levels. This includes “Nihao month,” joint promotions with partners, and “Chinese Passport Special Deals” to boost travel, spending, and extended stays from both major and secondary Chinese cities.
In long-haul markets such as Europe, Africa, the Middle East, and America, TAT aims to expand the quality tourist market and restore flight capacity and frequency. Efforts will focus on attracting first-time visitors from the UK, Ireland, Western Europe, and the Western Balkans, as well as new generation travelers from the Americas and Canada, including Gen-Z, Millennials, Asian Americans, DINKs, LGBTQs, and luxury travelers from the six Arab countries.
The “Amazing Thailand: Your Stories Never End” communication concept will continue to inspire international visitors to share their experiences and encourage others to explore Thailand.
For the domestic market, TAT will encourage spontaneous travel among Thais through the “Create Your Great Moment Now” campaign. Big events, local festivals, music events, and sports tournaments will be key attractions, along with promoting Thai soft powers and local experiences across the country’s five regions:
Northern Region: Experience the charm of the north through food, crafts, and wellness activities.
Northeastern Region: Enjoy local gastronomy tourism and vibrant festivals.
Central Region: Explore cultural heritage, faith, and food.
Eastern Region: Engage in outdoor sports, taste delicious fruits, and savor fresh seafood.
Southern Region: Experience wellcation travel and carbon-neutral tourism while enjoying nature.
The globally recognized “Amazing Thailand” brand will be elevated to achieve high-value and sustainable tourism growth. TAT’s sustainable marketing initiatives, such as the Sustainable Tourism Goals (STGs) STAR Rating System, CF-Hotels Platform, and Thailand Tourism Awards, will encourage entrepreneurs to adopt sustainable practices and gain international recognition.
2025 marks the Amazing Thailand Grand Tourism Year, heralding a new era for Thai tourism. TAT extends a Grand Invitation to tourists worldwide to experience Thai charms and diverse products, offering Grand Collaboration with warm hospitality from partners and locals. The year promises Grand Privileges and Grand Festivities, creating Grand Moments for visitors to cherish and share as meaningful and environmentally conscious memories.
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