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In an unprecedented showcase of innovation and sustainability, the Tourism Authority of Thailand (TAT) leads a formidable presence at ITB Berlin 2024, marking a significant milestone with its 49th year of participation in the world’s premier travel trade show. With an illustrious delegation, including 61 hotels and resorts, 13 tour companies, and several significant tourism bodies, Thailand’s pavilion at Messe Berlin Exhibition Grounds is a vibrant testament to the nation’s dedication to reshaping global tourism with sustainability and high value at its core.

This year, the TAT has curated a dynamic program highlighted by the attendance of luminaries such as Her Royal Highness Princess Ubolratana and Prime Minister H.E. Mr. Srettha Thavisin. Their participation underlines Thailand’s commitment to leveraging its rich cultural heritage and natural beauty to foster a sustainable tourism model that benefits all.

The focal point of Thailand’s engagement at ITB Berlin 2024 revolves around two major events: an eco-conscious activity led by Princess Ubolratana at the Thailand stand, promoting the “Elephant Care Tourism” initiative, and the “Amazing Thailand Networking Event with the Prime Minister of Thailand” aimed at bolstering Thailand’s role in intra-ASEAN travel and beyond. These initiatives reflect Thailand’s strategic direction towards integrating sustainability with its tourism offerings, a move lauded by Ms Sudawan Wangsuphakijkosol, Minister of Tourism and Sports, as pivotal in strengthening Thailand’s global stature.

TAT leads strong Thai delegation to ITB Berlin 2024.

TAT leads a strong Thai delegation to ITB Berlin 2024.

The Thai delegation’s participation goes beyond mere presentation; it is an invitation to the world’s tourism professionals to explore mutually beneficial partnerships and discover Thailand’s initiatives in eco-tourism, cultural preservation, and digital innovation. The Amazing Thailand stand, adorned with the heritage of indigo dyeing and sustainable practices, showcases an array of tourism offerings highlighting the country’s commitment to environmental stewardship and cultural richness.

A noteworthy addition to this year’s exhibition is the “Thailand Mini Mart,” a platform designed for meaningful business interactions between European tour operators and Thai travel executives. Now in its 10th edition, this initiative demonstrates TAT’s dedication to fostering international collaborations that enrich Thailand’s tourism landscape with high-value and sustainable offerings.

Underpinning Thailand’s participation is the Sustainable Tourism Acceleration Rating (STAR) system, a testament to the nation’s ambitious goals for a sustainable tourism future. To certify over 80% of Thai tourism stakeholders by 2025, the initiative underscores a significant move towards a responsible and sustainable tourism industry.

In summary, Thailand’s showcasing at ITB Berlin 2024 is a masterclass in balancing cultural heritage with modern sustainability practices. Through strategic partnerships, innovative presentations, and a forward-thinking approach, Thailand continues to lead the way in transforming the global tourism industry, setting a benchmark for others to follow.