Prime Minister Paetongtarn Shinawatra has officially launched the “Amazing Thailand Grand Tourism Year 2025” campaign, setting ambitious goals to position Thailand as a premier global tourist destination. The initiative, announced on October 7, 2024, aims to attract more than 40 million international tourists and generate up to 3.4 trillion baht in tourism revenue by the end of 2025. Additionally, the campaign is expected to encourage 205 million domestic trips, significantly boosting local economies by promoting both well-known and lesser-explored locations across the country.
The campaign focuses on unique cultural offerings under the theme “Thai Charms,” highlighting Thailand’s cuisine, traditional craftsmanship, and local products. A key aspect of the plan is the “Hidden Gem Cities” strategy, which aims to promote lesser-known destinations to distribute tourism benefits more evenly across the nation. To further enhance visitor experiences, the campaign promotes five “must-do” activities, including enjoying Thai festivals such as Loy Krathong and the newly introduced Thailand Winter Festival.
Prime Minister Paetongtarn met with executives from major tourism players including Grab, Agoda, Expedia, IHG, Marriott International, and Trip.com Group to discuss strategies to revitalize the sector and improve travel experiences. They recommended focusing on improving booking systems, enhancing public transportation, and leveraging technology to showcase local attractions. A Public-Private Tourism Taskforce was proposed to strengthen collaboration between the government and private sector.
In her remarks, the prime minister expressed optimism that the partnership between the government and private companies would help Thailand regain its standing as a leading global tourism destination. She emphasized that the campaign is not only about boosting visitor numbers but also about ensuring sustainable tourism growth, contributing to Thailand’s long-term economic development.
Representatives from the tourism companies echoed this sentiment, stressing the importance of improving aviation capacity and connectivity to facilitate easier travel to Thailand. The private sector also expressed readiness to support Thailand’s efforts to host global events, recognizing the country’s potential if the necessary infrastructure is put in place.
Tourism Authority of Thailand (TAT) governor Thapanee Kiatphaibool revealed that Thailand recorded 26.6 million foreign tourist arrivals as of October 5, 2024, a 30% increase compared to the same period in 2023. She attributed this growth to new airline routes, promotional campaigns, and the recovery of key tourist markets such as China and India. Looking ahead, the TAT forecasts that 2024’s total tourism revenue will reach 2.8 trillion baht, about 93% of the projected target.
The TAT is closely monitoring various risks, including the strong baht, natural disasters, and geopolitical tensions, particularly the Israel-Hamas conflict. Despite these challenges, new flight routes from countries such as Saudi Arabia, Russia, and India are expected to boost tourism numbers further. The government remains committed to addressing concerns from tourism operators about the baht’s appreciation and its potential impact on the sector.
Looking towards 2025, the TAT has been allocated a 4.5-billion-baht budget for marketing promotions, slightly lower than pre-pandemic levels but still significant for advancing Thailand’s tourism agenda.