Did you know that the Tourism Authority of Thailand is launching the “Amazing Thailand Tourism Year”? | kbnmart

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The Tourism Authority of Thailand has unveiled the “Amazing Thailand Tourism Year” initiative as part of its 2025 marketing plan aimed at revitalizing the country’s tourism industry. The initiative is in line with the government’s “Ignite Thailand Tourism” vision to restore prosperity to Thai tourism.

The announcement was made during the Tourism Authority of Thailand’s Annual Strategic Direction Conference 2025, which was chaired by His Excellency Mr. Sirmasak Pongpanit, Minister of Tourism and Sports of Thailand. The event was also attended by Ms. Nathriya Thawiphong, Chairperson of the Tourism Authority of Thailand, along with key officials and figures from Thailand’s public and private tourism sectors, as well as members of the media.

Ms. Thapani Kiatphaipul, Governor of the Tourism Authority of Thailand, said, “Recognizing that 2025 will be a challenging year, Tourism Authority of Thailand will do its utmost to boost demand and shape supply to accelerate Thailand’s tourism ecosystem. Our ambition is to highlight the pivotal role of Thai tourism as a key driver of the country’s prosperity and socio-economic development while securing the Kingdom’s position as a world-class tourism destination.”

Underscoring the importance of tourism to the Thai economy, the Tourism Authority of Thailand has set an ambitious target to increase tourism revenue by at least 7.5% by 2025, 1.7 times the country’s GDP growth forecast for the year. The target is based on a “best-case scenario” of welcoming 39 million international visitors and facilitating more than 205 million domestic trips, with international market growth expected to exceed 80% compared to 2024.

In 2025, the Tourism Authority of Thailand will highlight “the magic of Thailand” and “hidden gem cities” to inspire more travel across the country. The strategy includes diversifying the “five must-dos”: Must-taste Thai food, Must-try – Muay Thai, Must-buy – Thai fashion and local products, Must-find – new destinations and experiences, and Must-see – Thai festivals. The city marketing approach will promote hidden gem destinations, with the aim of distributing tourism income more evenly and reducing seasonality.

In terms of the international market, the focus will be on driving growth in 23 potential markets around the world, which contribute more than 80% of total foreign tourism receipts by 2024. The aim is to increase the number of markets with 7-digit tourism figures to 13 markets by 2025.

The Tourism Authority of Thailand will increase flight capacity to Thailand by adding more flights on existing routes and introducing new regular and charter routes. The promotion of “Hidden Gem Cities” and “The Magic of Thailand” will be in line with the preferences of international tourists, and capitalize on the popularity of media portrayals of Thailand.

In the short-haul international market, Tourism Authority of Thailand will target new-generation travelers from China, Japan, South Korea, Taiwan and Hong Kong. The promotions will also target millennials, families, high-net-worth travelers and shopaholics from ASEAN countries, as well as self-driving and train travelers from Malaysia, Singapore and China.

For the Chinese market, the Tourism Authority of Thailand will celebrate the 50th anniversary of Thai-China relations in 2025 through various activities at government, business and grassroots levels. These include the “Nihao Month”, joint promotions with partners, and “Chinese Passport Specials” to promote travel, spending and long stays from major and secondary Chinese cities.

In long-haul markets such as Europe, Africa, the Middle East and America, Tourism Authority of Thailand aims to expand the high-end tourism market and restore flight capacity and frequency. Efforts will focus on attracting first-time visitors from the UK, Ireland, Western Europe and the Western Balkans, as well as new-generation travelers from the Americas and Canada, including Gen Z, millennials, Asian Americans, black people, LGBTQ people and luxury travelers from the six Arab countries.

The communication concept of “Amazing Thailand: Your Stories Never End” will continue to inspire international visitors to share their experiences and encourage others to explore Thailand.

For the domestic market, Tourism Authority of Thailand will encourage spontaneous travel among Thais through the “Create Your Great Moment Now” campaign. Major events, local festivals, music events and sports tournaments will be key attractions, along with promoting Thai soft power and local experiences across the country’s five regions:

• Northern Region: Enjoy the charm of the North through food, crafts and wellness activities.
• Northeast Region: Enjoy local culinary tourism and vibrant festivals.
• Central Region: Explore cultural heritage, faith and food.
• Eastern Province: Practice outdoor sports, taste delicious fruits, and enjoy fresh seafood.
• Southern Region: Enjoy comfortable travel and carbon-free tourism while enjoying nature.

The globally recognized “Amazing Thailand” brand will be leveraged to drive high-value and sustainable tourism growth. Tourism Authority of Thailand’s sustainable marketing initiatives, such as the Sustainable Tourism Goals (STGs) rating system, CF Hotels platform, and Thailand Tourism Awards, will encourage entrepreneurs to adopt sustainable practices and gain international recognition.

2025 marks the Year of Grand Tourism in Thailand, heralding a new era for Thai tourism. Tourism Authority of Thailand extends a grand invitation to tourists from all over the world to experience the charm of Thailand and its diverse products, offering great cooperation with the hospitality of partners and locals. The year promises great privileges and celebrations, creating wonderful moments for visitors to cherish and share as meaningful and environmentally conscious memories.