Thailand 2025 Tourism Strategy: Boosting Visitors and Sustainability

The Tourism Authority of Thailand (TAT) has unveiled its ambitious 2025 marketing plan aimed at revitalizing the nation’s tourism sector, announced at the annual TAT Strategic Direction conference. The event, graced by the presence of Thailand’s Minister of Tourism and Sports, H.E. Sermsak Pongpanit, and TAT’s Chairperson of the Board, Natthriya Thaweevong, set a festive tone for the strategic reveal.

TAT Governor Thapanee Kiatphaibool acknowledged the challenges of 2025, emphasizing the authority’s commitment to driving demand and shaping supply to accelerate the growth of Thailand’s tourism ecosystem. The strategy aims for a 7.5% increase in tourism revenue by attracting an ambitious target of 39 million international visitors and facilitating over 205 million domestic trips.

Central to the plan is the promotion of Thai Charms and Hidden Gem Cities designed to allure travelers. Additionally, TAT has curated five must-do activities to enrich the tourist experience: Must Taste (savoring Thai food), Must Try (experiencing Muay Thai), Must Buy (shopping for Thai fashion and local products), Must Seek (discovering new destinations), and Must See (participating in Thai festivals).

Internationally, the strategy will focus on enhancing accessibility and boosting visitor numbers from 23 key markets, with plans to elevate 13 of these to over a million visitors each through increased flight routes, including regular and charter services. The plan also includes leveraging the global popularity of Thai media content and targeting new-generation travelers from key Asian markets such as China, Japan, South Korea, Taiwan, and Hong Kong.

In celebration of the 50th anniversary of Thai-Chinese diplomatic relations in 2025, TAT has prepared grand celebrations, high-profile influencer visits, and enticing promotions specifically designed to attract Chinese tourists.

For long-haul markets, TAT will concentrate on attracting quality leisure travelers from Europe, Africa, the Middle East, and America, exploring new market areas to promote Thailand’s diverse tourism offerings.

Domestically, the “Create Your Great Moment Now” campaign will encourage Thai nationals to explore more of their homeland, spotlighting local events, festivals, and sub-culture experiences across the country’s five regions.

The iconic Amazing Thailand brand is set to shine even brighter in 2025, with a strong focus on sustainable tourism. Initiatives such as TAT’s Sustainable Tourism Goals (STGs) STAR Rating System are expected to garner international recognition and foster sustainability, enhancing Thailand’s global tourism stature, as reported by TAT News.

SOURCE: TAT News

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