To reignite its tourism sector, the Tourism Authority of Thailand (TAT) has announced an ambitious marketing plan for 2025, named the “Amazing Thailand Grand Tourism Year.” This plan aims to bolster the nation’s tourism revenue by 7.5%, aligning with the government’s vision of “IGNITE THAILAND’S TOURISM.”

The announcement was made by H.E. Mr. Sermsak Pongpanit, Thailand’s Minister of Tourism and Sports, at the annual TAT Strategic Direction for 2025 conference. He was joined by Ms. Natthriya Thaweevong, TAT’s Chairperson of the Board, and key figures from Thailand’s public and private tourism sectors.

Strategic Goals for 2025

Ms. Thapanee Kiatphaibool, TAT Governor, outlined the comprehensive strategy designed to overcome the upcoming year’s challenges. “Recognising 2025 as another challenging year, TAT will put our best efforts into driving demand and shaping supply to accelerate Thailand’s tourism ecosystem. We aim 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,” she stated.

The TAT’s goal is to achieve a 7.5% increase in tourism revenue, which outpaces Thailand’s GDP growth forecast for 2025 by 1.7 times. The plan anticipates 39 million international visitors and over 205 million domestic trips, marking an impressive 80% growth in the global market compared to 2024.

Promotional Strategies and Key Highlights

The 2025 strategy emphasizes the allure of “Thai Charms” and “Hidden Gem Cities,” aiming to inspire increased travel throughout the country. The campaign will spotlight five must-do activities: Must Taste (Thai food), Must Try (Muay Thai), Must Buy (Thai fashion and local products), Must Seek (new destinations and travel experiences), and Must See (Thai festivals). This approach is expected to diversify tourist experiences and evenly distribute tourism income across different seasons and regions.

To boost international tourism, TAT will target 23 potential markets that generate more than 80% of Thailand’s foreign tourist revenue. The objective is to transform more markets into “7-digit markets,” where each market contributes at least one million visitors annually.

Regarding transportation, TAT plans to increase seat capacity by enhancing current flight routes and introducing new ones, including regular and charter flights. The promotion of “Hidden Gem Cities” and “Thai Charms” will be tailored to match the preferences of international tourists, further strengthened by the popularity of Thai locations featured in global media.

Market-Specific Initiatives

For short-haul markets, TAT will focus on attracting new generations of travellers from China, Japan, South Korea, Taiwan, and Hong Kong. Special promotions will be tailored for Millennials, families, high-income travellers, and self-drive tourists from ASEAN countries.

In 2025, TAT will commemorate the 50th anniversary of Thai-Chinese relations with various celebratory activities. These include inviting renowned influencers to Thailand, organizing joint promotions, and launching special deals for Chinese tourists, all aimed at enhancing travel and spending from China.

The strategy will concentrate on expanding the quality leisure market for long-haul markets such as Europe, Africa, the Middle East, and the Americas. This includes targeting first-time visitors from Western Europe, the UK, Ireland, and the Western Balkans and appealing to Gen-Z, Millennials, and luxury travellers from the Americas and the Arab world.

Domestic Tourism Initiatives

Domestically, TAT will encourage spontaneous travel among Thais through the “Create Your Great Moment Now” campaign. This initiative will leverage local festivals, music events, and sports tournaments to stimulate domestic travel. Efforts will also be made to promote Thai soft powers and sub-culture experiences across the country’s five regions, each offering unique attractions:

• Northern Region: Blending creativity and sustainability through food, crafts, and wellness activities.
• Northeastern Region: Highlighting gastronomy tourism and local traditions.
• Central Region: Showcasing cultural heritage, faith, and culinary delights.
• Eastern Region: Promoting outdoor sports and fresh seafood.
• Southern Region: Emphasizing wellness travel and carbon-neutral tourism.

Sustainable Tourism Focus

The globally recognized “Amazing Thailand” brand will continue emphasising high-value, sustainable tourism. Initiatives like the Sustainable Tourism Goals (STGs), STAR Rating System, CF-Hotels Platform, and Thailand Tourism Awards will drive the integration of sustainability in tourism marketing. These projects aim to propel Thai entrepreneurs onto the global sustainability stage, earning international recognition and awards.

A Grand Invitation

The Amazing Thailand Grand Tourism Year 2025 promises a vibrant and prosperous era for Thai tourism. TAT extends a grand invitation to tourists worldwide to experience Thailand’s rich charms and diverse offerings. Visitors can anticipate exceptional hospitality, unique experiences, and memorable celebrations. The year 2025 will be a celebration of grand moments designed to create lasting, meaningful, and environmentally conscious memories to be shared globally.

With this strategic plan, Thailand is poised to recover and thrive as a premier destination on the world tourism stage.

 

 

 

Written by: Jill Walsh

 

 

 

 

 

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