The Tourism Authority of Thailand (TAT) has unveiled its ambitious “Amazing Thailand Grand Tourism Year” for 2025, aiming to rejuvenate the nation’s tourism industry in alignment with the government’s ‘IGNITE THAILAND’S TOURISM’ vision. This strategic initiative was announced during the annual TAT Strategic Direction for 2025 conference, led by H.E. Mr. Sermsak Pongpanit, Thailand’s Minister of Tourism and Sports, alongside key figures from public and private sectors and the media.
In response to the challenges ahead, TAT plans to focus on driving tourism demand and enhancing supply chain dynamics, emphasizing Thailand’s pivotal role in economic growth and societal development through tourism. The goal is to achieve a minimum 7.5% increase in tourism revenue, surpassing the GDP growth forecast for 2025, with projections set optimistically for 39 million international visitors and over 205 million domestic trips.
Central to the 2025 strategy are flagship initiatives like “Thai Charms” and “Hidden Gem Cities,” aimed at inspiring diverse travel experiences across the country. These include promoting quintessential Thai activities such as culinary delights, Muay Thai, local fashion, new destinations, and vibrant festivals. The approach will spotlight lesser-known destinations to mitigate seasonality and distribute economic benefits more evenly.
Internationally, TAT targets significant growth in 23 key markets, planning to expand to 13 new markets and enhance flight connectivity. Special attention will be given to enticing new-generation travelers from Asia, promoting cultural ties with China on its 50th anniversary, and catering to high-value segments from Europe, the Americas, Africa, and the Middle East.
Domestically, TAT encourages spontaneous travel among Thais through its “Create Your Great Moment Now” campaign, promoting local events and cultural experiences across Thailand’s diverse regions. Each region offers unique attractions, from heritage and wellness in the North to gastronomy tourism in the Northeast, outdoor adventures in the East, and eco-friendly travel in the South.
Aligned with sustainable tourism goals, TAT will enhance the “Amazing Thailand” brand’s global appeal through initiatives like the STAR Rating System and Thailand Tourism Awards, aiming for sustainable growth and international recognition.
2025 promises to be a pivotal year for Thai tourism, inviting global travelers to discover and celebrate the richness of Thailand’s culture and landscapes, while fostering memorable and sustainable tourism experiences.
