BANGKOK, 15 July 2024 – The Tourism Authority of Thailand (TAT) has launched the “Amazing Thailand Grand Tourism Year” in its 2025 marketing plan aimed at revitalising and prospering Thailand’s tourism industry, in line with the government’s vision to “revitalise Thailand’s tourism”.
The annual meeting on TAT’s Strategic Direction to 2025 was chaired by His Excellency Sermsak Pongpanit, Minister of Tourism and Sports of Thailand, and was also attended by TAT Chairman of the Board Ms Nathulya Taweevong, stakeholders and prominent figures from Thailand’s public and private tourism sectors, as well as media representatives.
“Recognizing that 2025 will be another challenging year, the Tourism Authority of Thailand will do all it can to stimulate demand and shape supply to accelerate Thailand’s tourism ecosystem. Our goal is to highlight the pivotal role of tourism in Thailand as a key driver of the country’s prosperity and socio-economic development, while ensuring Thailand’s position as a world-class tourism destination,” said Tapanee Kiatpaibool, General Director of the Tourism Authority of Thailand.
Reiterating the importance of tourism to Thailand’s economy, the TAT set a target of increasing tourism receipts by more than 7.5% in 2025, 1.7 times Thailand’s projected GDP growth this year. This is based on a “best-case scenario” of 39 million international visitors and more than 205 million domestic travelers. The international market is expected to achieve more than 80% growth compared to 2024.
In 2025, “Thailand’s Charm” and “Hidden Gem Cities” will be the hot products that further stimulate domestic travel. The “Five Must-Do Activities” will be diversified, including Thai cuisine (must-taste), Muay Thai (must-try), Thai fashion and local products (must-buy), new destinations and new travel experiences (must-see), and Thai festivals (must-see). The city marketing approach will be used to promote hidden gem destinations, becoming a new engine to achieve better distribution of tourism revenue and smoothing out high seasonality factors.
In international markets, the company is focused on driving growth in 23 potential markets around the world that will account for more than 80% of total foreign tourist numbers and revenues in 2024. It aims to increase the number of seven-figure markets to 13 by 2025.
TAT will continue to drive seat capacity growth in Thailand by increasing frequency on current routes and adding new routes with both scheduled and charter flights. It will promote “hidden gem cities” and “the charm of Thailand” to match the needs and preferences of tourists in international markets. This strategy will also capitalize on the popularity of series, movies and music videos filmed in Thailand among fandom.
In the short-haul international market, TAT has segmented visitors into new generation and sub-segments and will roll out promotions to capture new generation travellers from China, Japan, Korea, Taiwan and Hong Kong, while launching marketing activities to drive travel demand from millennials, families and high disposable income travellers, including ASEAN shopping enthusiast groups, private car and rail travellers from Malaysia, Singapore and China.
Especially in the Chinese market, TAT will celebrate its 50th anniversary in 2025.
Aiming to strengthen the relationship between Thailand and China, we are engaged in government-to-government, business-to-business and people-to-people activities between the two countries. These activities include “Ni Hao Month” to invite world-renowned influencers and celebrities to Thailand, organizing joint promotions with partners, and “China Passport Special Discount” activities to stimulate travel, increase consumption and extend stays of Chinese tourists from both major and secondary cities in China.
In long-haul markets (Europe, Africa, the Middle East and America), the focus will be on expanding the quality tourist market and restoring flight capacity and frequency. The strategy aims to establish new market areas and increase awareness of tourism products and services.
There will be a strong focus on growing the quality leisure market segment, particularly targeting first-time travelers from the UK, Ireland, Western Europe and the Western Balkans. Equally important will be new generations of travelers from the Americas and Canada, including Gen Z, Millennials, Asian Americans, DINKS and LGBTQ, as well as luxury travelers from six Arab countries.
In the international market, TAT will continue to leverage its communication concept of “Wonderful Thailand: Your Story Never Ends”, encouraging visitors to become storytellers and share lasting memories, inspiring others to seek out their own memorable stories in Thailand.
For the domestic market, TAT will encourage Thais to travel spontaneously and increase domestic tourism through its communication concept of “Create Your Great Moment Now”. Key attractions will include mega and local events, from local festivals to music events and sports tournaments. In addition, it will develop activities to promote and enhance the value of Thailand’s soft power and inspire sub-culture segments to explore local experiences in destinations across all five regions.
The North region offers a chance to experience old-world northern charm, perfectly blending creativity and sustainability through food, crafts and wellness activities.
In the Northeast, you can enjoy local culinary experiences through gastronomic tourism and enjoy the festivals and traditions that tell the story of the local way of life.
The Central Region will capitalise on Central’s attractions, cultural heritage, beliefs and cuisine.
The eastern region offers outdoor sports activities, delicious fruit and fresh seafood.
The South offers relaxation holidays and carbon-neutral tourism whilst immersing yourself in nature on both coasts.
The globally recognised “Amazing Thailand” brand will be strengthened in line with Thailand’s goal of achieving high-value and sustainable tourism growth. This will be done in parallel with supply chain development and embedding into the sustainable marketing process through key projects such as TAT’s Sustainable Tourism Goals (STG) STAR rating system, CF Hotel platform and Thailand Tourism Awards. These projects will inspire entrepreneurs to be more proactive and progress to the global sustainability stage, recognised by international awards and standards.
The year 2025 will be the “Great Thailand Grand Tourism Year”, marking a more vibrant era for Thailand’s tourism industry. TAT hopes to send out a grand invitation to tourists from all over the world to experience Thailand’s charm and diverse products. With the grand collaboration, visitors can expect warm hospitality from partners and locals who are keen to deliver exceptional tourism experiences. The year also promises grand privileges and grand festivals that will provide happiness through celebrations and festivities. TAT encourages tourists to create grand moments that will leave meaningful and eco-conscious memories that can be shared as stories for the future.
