In a bid to rejuvenate its tourism industry and ignite economic growth, the Tourism Authority of Thailand (TAT) has announced an ambitious plan for 2025. Dubbed the “Amazing Thailand Grand Tourism Year,” this initiative aims to significantly boost tourism revenue and establish Thailand as a top global destination.
Strategic Vision for 2025
The unveiling of the plan took place at the annual TAT Strategic Direction conference, presided over by Thailand’s Minister of Tourism and Sports, H.E. Mr. Sermsak Pongpanit. The event also saw participation from key figures in Thailand’s public and private tourism sectors, including TAT’s Chairperson of the Board, Ms. Natthriya Thaweevong, and TAT Governor, Ms. Thapanee Kiatphaibool.
“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,” stated Ms. Thapanee Kiatphaibool.
Ambitious Revenue Targets
TAT has set an ambitious target of a 7.5% increase in tourism revenue for 2025, significantly outpacing the country’s GDP growth forecast. This goal is based on attracting 39 million international visitors and achieving over 205 million domestic trips. The plan forecasts an impressive 80% growth in the international market over 2024, emphasizing Thailand’s potential as a premier tourist hotspot.
Highlighting “Thai Charms” and “Hidden Gem Cities”
Central to the 2025 strategy are the promotion of “Thai Charms” and “Hidden Gem Cities,” designed to diversify travel experiences and distribute tourism income more evenly across the country. The five must-do activities highlighted in the plan include:
- Must Taste: Savouring authentic Thai cuisine.
- Must Try: Experiencing Muay Thai.
- Must Buy: Purchasing Thai fashion and local products.
- Must Seek: Discovering new destinations and travel experiences.
- Must See: Enjoying Thai festivals.
The city marketing approach aims to spotlight lesser-known destinations, encouraging tourists to explore beyond traditional hotspots.
Expanding International Market Reach
TAT’s 2025 plan targets 23 potential international markets, which currently account for over 80% of foreign tourist revenue. The goal is to elevate the number of seven-digit markets to 13 by 2025. The strategy includes increasing flight capacity, both through existing routes and new charter flights, to support this growth.
Particularly notable is the focus on the Chinese market, with 2025 marking the 50th anniversary of Thai-Chinese relations. Special initiatives such as “Nihao month,” featuring promotions with world-renowned influencers and celebrities, aim to deepen ties and boost tourism from China.
Targeting Diverse Traveller Segments
For the short-haul international market, TAT is focusing on new generation travellers from China, Japan, South Korea, Taiwan, and Hong Kong. Promotions will cater to Millennials, families, high-disposable income groups, shopping enthusiasts from ASEAN, and self-drive and train travellers from Malaysia, Singapore, and China.
Long-haul markets such as Europe, Africa, the Middle East, and America will see efforts to expand the quality tourist market and restore flight capacity. TAT aims to attract first-time visitors from the UK, Ireland, Western Europe, and the Western Balkans, as well as Gen-Z, Millennials, DINKs (Dual Income, No Kids), and LGBTQ travellers from the Americas and Canada. Luxury travellers from the Arab countries are also a key focus.
Inspiring Domestic Travel
For the domestic market, TAT’s “Create Your Great Moment Now” campaign will encourage spontaneous travel among Thais. Big events, local festivals, music events, and sports tournaments will serve as key attractions. Efforts will also promote Thai soft powers and sub-culture experiences across the country’s five regions:
- Northern Region: Blending creativity and sustainability through food, crafts, and wellness activities.
- North-eastern Region: Gastronomy tourism and traditional festivals.
- Central Region: Cultural heritage, faith, and food.
- Eastern Region: Outdoor sports, fruits, and seafood.
- Southern Region: Wellcation travel and carbon-neutral tourism.
Commitment to Sustainable Tourism
The globally recognized “Amazing Thailand” brand will focus on achieving high-value and sustainable tourism growth. Key projects include TAT’s Sustainable Tourism Goals (STGs) STAR Rating System, the CF-Hotels Platform, and the Thailand Tourism Awards. These initiatives aim to push entrepreneurs towards global sustainability standards.
2025 is set to be the Amazing Thailand Grand Tourism Year, heralding a robust era for Thai tourism. TAT extends a grand invitation to tourists worldwide to experience Thailand’s unique charms and diverse offerings. Visitors can expect warm hospitality, exceptional experiences, and grand festivities that create lasting, meaningful memories.
For more details on Thailand’s tourism strategy and upcoming events, visit TAT’s official website.
This comprehensive plan not only aims to boost Thailand’s tourism industry but also positions it as a sustainable and high-value destination. The collaborative effort between the public and private sectors underscores Thailand’s commitment to economic growth and global tourism leadership.
Written by: Kanda Limw
