Thailand’s tourism industry is set to undergo a monumental transformation with the launch of the “Amazing Thailand Grand Tourism Year 2025” campaign, a bold initiative unveiled by Prime Minister Paetongtarn Shinawatra. The campaign, aiming to achieve a staggering 3.4 trillion baht ($98 billion USD) in tourism revenue, seeks to elevate Thailand’s position as a premier travel destination by attracting 40 million international visitors and driving 205 million domestic trips annually.
The Office of the Prime Minister has established a new public-private Tourism Taskforce, which includes industry leaders like Grab, Southeast Asia’s pioneering superapp. The taskforce will work collaboratively to enhance Thailand’s global travel appeal, spotlight lesser-known “hidden gem” destinations, and incorporate advanced technology to create a seamless experience for international and domestic travellers.
A Strategic Collaboration: Grab and the Thai Government
Grab’s Group CEO, Co-Founder Anthony Tan, Thailand Prime Minister Paetongtarn Shinawatra, and the new Tourism Taskforce.
Grab’s involvement in the Tourism Taskforce marks a significant milestone in its commitment to the Thai tourism sector. Anthony Tan, Grab’s Group Chief Executive Officer and Co-Founder met with Prime Minister Paetongtarn Shinawatra in a private session to discuss innovative strategies for leveraging the country’s peak tourist seasons. The focus is on boosting Thailand’s accessibility through Grab’s cutting-edge digital solutions, including ride-hailing services, data-driven insights, and sustainable travel options.
“We are proud to support the Prime Minister’s Office in this transformative initiative,” said Tan. “The collective goal of the taskforce is to foster collaboration that creates unparalleled experiences for visitors while driving sustainable growth in the economy. By harnessing our technological expertise, we aim to contribute impactful, data-driven insights and innovative digital solutions that lift Thailand’s tourism industry to new heights.”
Reviving Thailand’s Tourism Sector: The Numbers Speak
The new taskforce initiative aligns with promising trends in Thailand’s recovering tourism sector. According to Grab’s internal data, the platform experienced a 139% increase in rides taken by foreign users within Thailand in 2023 compared to the previous year. This surge signals a strong rebound in international tourism, while domestic travel demand has continued to grow steadily.
Moreover, from March to August 2024, 55% of travellers using the Grab app in Southeast Asia were from outside the region, underscoring Grab’s pivotal role in catering to international tourists. In the first half of 2024, Grab reported a 30% increase in airport-related rides across the region compared to the same period in 2023, indicating a sharp recovery and increased confidence in regional travel.
Unveiling Hidden Gems: A Core Pillar of the 2025 Campaign
A vital component of the “Amazing Thailand Grand Tourism Year 2025” campaign is to go beyond the typical tourist hotspots like Bangkok, Phuket, and Chiang Mai. The initiative will spotlight lesser-known destinations, offering visitors a more profound, authentic experience of Thailand’s diverse cultural and natural heritage. This approach is expected to draw high-value travellers seeking exclusive and immersive journeys.
The campaign is also set to capitalize on Thailand’s thriving events calendar, featuring festivals, cultural showcases, and sporting events that attract millions each year. Grab will ensure visitors can seamlessly navigate these events by providing reliable transportation options or exclusive promotions through its superapp ecosystem.
A Vision for Sustainable Tourism Growth
In alignment with the Thai government’s sustainable tourism goals, the new taskforce will also focus on implementing green solutions and eco-friendly travel options. With its extensive user base and deep understanding of the region’s mobility patterns, Grab is uniquely positioned to drive initiatives that reduce carbon footprints and promote responsible travel practices.
As Thailand sets its sights on an ambitious tourism revival, the collaboration between the government and industry giants like Grab promises to reshape the country’s travel experience, making it more accessible, enjoyable, and sustainable. With the “Amazing Thailand Grand Tourism Year 2025” campaign, the Land of Smiles is poised to recover its pre-pandemic glory and soar beyond it as a global leader in tourism innovation.
For more information on the Tourism Taskforce and Grab’s role, visit Thailand’s Official Government News Portal and the Office of the Prime Minister of Thailand.
Written by: Supaporn Pholrach
