The Thai government has approved a budget allocation of 433 million baht to the Ministry of Tourism and Sports, aiming to bolster tourism during the low season through a series of online promotions and events. The initiative, set to be implemented over the coming months, seeks to invigorate domestic tourism while reducing the nation’s reliance on international visitors, a concern that has gained prominence amid fluctuating global economic conditions and geopolitical tensions.
In a bid to enhance domestic tourism revenue by 20%, reaching 1.2 trillion baht by the end of the year, the Tourism Authority of Thailand (TAT) will spearhead two key stimulus programs under the theme “The Charm of Thai.” These programs are anticipated to generate a combined economic impact of 17 billion baht, focusing on promoting travel to Thailand’s five main regions and encouraging extended stays that could lead to greater economic distribution within local communities.
The first initiative involves collaboration between TAT and nine major online travel platforms, including Agoda, Meituan, MakeMyTrip, Traveloka, Ascend Travel, Trip.com, TripAdvisor, Klook, and Tagthai. With a budget of 280 million baht, this project aims to drive bookings for the months of August and September, targeting an increase in hotel occupancy and airline bookings. The expected transaction value from this initiative is estimated at 2.8 billion baht, potentially drawing an additional 185,000 visitors during the specified period.
The second project centers around a series of festivals and events scheduled for September, designed to showcase Thailand’s rich cultural heritage, arts, and music. These events will be strategically held in both major and secondary cities, with the goal of boosting local spending. Among the highlighted events are the Chiang Mai Art and Music Festival, an array of art installations and performances in Nakhon Si Thammarat, the River of Time event in Kanchanaburi, and the Chon Buri International Music Festival in the Rain. This campaign is expected to contribute 750 million baht to the economy.
TAT Governor Thapanee Kiatphaibool emphasized the agency’s commitment to mitigating risks associated with overdependence on international tourism. “With a projected 7.5% growth in revenue for 2025, TAT’s strategy includes prioritizing domestic tourism as a buffer against external uncertainties,” she said, as reported by the Bangkok Post. The agency has revised its target for domestic trips in 2025 to 205 million, down from an earlier projection of 220 million. However, the revenue goal remains at 1.2 trillion baht, up from the previously estimated 1 trillion baht.
To counteract the challenges posed by weak local purchasing power, TAT plans to encourage more frequent, shorter domestic trips, which would lower the cost per trip for travelers while promoting year-round tourism beyond peak holiday periods. This approach is intended to help distribute tourism income more evenly across various regions and times, thereby sustaining the industry’s growth despite external pressures.
It was reported that the details of these initiatives were finalized following consultations between Tourism Minister Sermsak Pongpanit and other key officials. The projects are part of a broader government strategy to maintain the momentum of Thailand’s tourism sector while fostering resilience in the face of global uncertainties.
