PUBLISHED: 3 Feb 2025 at 16:58
The government is targeting 3.5 trillion baht in tourism revenue for 2025, largely driven by international markets. This ambitious goal is set to be bolstered through aggressive promotions and year-round events, although tourism operators warn that achieving this target may prove challenging.
Recently, the Tourism Authority of Thailand (TAT) unveiled the Amazing Thailand Grand Tourism and Sports Year 2025 initiative, designed to attract approximately 39 million visitors.
Tourism and Sports Minister Sorawong Thienthong expressed confidence in recovering tourism revenue and visitor numbers to match the levels experienced in 2019.
Despite recording lower arrivals and revenue than Japan last year, the country is prioritizing its own achievements rather than competing with other nations for tourism dominance.
Prime Minister Paetongtarn Shinawatra aims for tourism receipts to reach 3.5 trillion baht, while TAT’s official target stands at 3 trillion baht.
To facilitate this tourist influx, the government plans to increase inbound flights, implement an online TM6 immigration form associated with a nominal fee, and enhance transport connectivity between major and secondary destinations.
TAT governor Thapanee Kiatphaibool outlined five key promotional strategies for this year: Grand Festivity, focusing on cultural and artistic events; Grand Moment, showcasing must-visit routes across five regions; Grand Privilege, providing exclusive deals for tourists; Grand Invitation, hosting renowned personalities; and Grand Celebration, commemorating diplomatic milestones with countries such as China, Indonesia, Germany, and France.
Highlighting attractions, the “Maha Songkran: Saneh Thai Carnival” is scheduled for April, followed by the “Amazing Thailand Love Wins Festival” in June, celebrating the legalization of same-sex marriage in Thailand.
Thanet Supornsahasrungsi, president of the Association of Chonburi Tourism Federation, acknowledged the significant challenges ahead in reaching the 3.5 trillion baht target from tourism this year.
Currently, Chinese tour groups have yet to return to major destinations like Chonburi and Pattaya, following past cancellations amidst safety concerns. Economic uncertainties in China, exacerbated by a real estate crisis and the potential impacts of US tariff policies, continue to dampen recovery prospects.
The government also plans to revive the “We Travel Together” subsidy campaign in June, which aims to promote domestic tourism. This initiative is expected to provide much-needed support to bolster local travel amid rising economic challenges.
Incentives for companies to enable remote work while traveling could further stimulate the tourism market.
Marisa Sukosol Nunbhakdi, former president of the Thai Hotels Association, highlighted the difficult nature of reaching the 3.5 trillion baht target, which demands an additional 700 billion over 2024’s performance. However, with an increased number of hotels and flights, combined with the various events scheduled under the Amazing Thailand initiative, the target remains within reach.
