The Tourism Authority of Thailand (TAT) has designated 2025 an “Amazing Thailand Grand Tourism Year”, targeting a 7.5 per cent increase in tourism revenue compared to 2024, striving to exceed its all-time-high of 39 million foreign visitors and propel over 205 million domestic trips, boosting the number of seven-digit markets to 13 in 2025.
TAT’s 29 branches worldwide will work together to tap global subcultures with high disposable income, and 23 markets with potential to drive over 80 per cent of the income from international tourists.
TAT’s Thapanee Kiatpaibool unveiled an ambitious marketing directive that aims to break previous records (Photo: Anne Somanas)
“Strategies include leveraging Thailand’s newfound popularity as a filming destination to draw fandoms, promoting active outdoor experiences to new generations from the US and Canada, and targeting high-spending lifestyle travellers, such as DINKs (double income, no kids) demographics and LGBTQ+ communities, particularly from Germany and Switzerland,” shared TAT governor Thapanee Kiatphaibool.
Wellness tourism will be a focal point for Russian visitors, and luxury travel services will be marketed to Arab tourists, along with efforts to attract repeat visitors with “deep knowledge of Thailand” who are inclined towards longer trips of 12-18 days, potentially generating up to 30 per cent of inbound revenue.
The shorthaul market revival strategy features a two-pronged approach: attracting younger travellers and leveraging technology for content marketing.
“Since 2019, Thailand’s shorthaul markets have experienced double-digit growth, with the exception of China. We will create a new image of Thailand, especially for younger travellers, to ensure they return in the future – especially for the Chinese, Japanese, Taiwan and Hong Kong markets,” shared Kiatphaibool.
She added: “We will create a memorable image of the country for our ‘future customers’, including children travelling with their parents, by creating travel experiences that align with the interests and activities of the younger generation. Partnerships with international schools and educational institutions in Thailand will also be promoted.”
Kiatphaibool emphasised other dynamic strategies like leveraging content marketing in the beauty and lifestyle niches for Chinese women, partnerships with local malls for South-east Asia shopping enthusiasts; targeting high-income Malaysians and Chinese with extended overland tours, fly and drive groups from Singapore, rail and caravan trips from southern China to northern Thailand; and celebrating 50 years of China relations through diverse exchanges and special promotions like Nihao Month and special deals for Chinese passport holders.
“We will host activities at the government-to-government, business-to-business, and people-to-people levels between the two countries,” stated Kiatphaibool.
The TAT is equally committed to stimulating domestic travel by boosting domestic seat capacity and flight routes, along with the launch of the Tiew Tan Tee Sook Tan Tee (Immediate Happiness from Immediate Travel) campaign designed to inspire spontaneous travel among locals.
“We will cater to high-spending domestic niches like pet owners by promoting pet-friendly accommodations and the LGBTQIA+ community with inclusive travel options. Additionally, showcasing local festival experiences year-round aims to attract Thai outbound travellers to travel domestically instead,” said Kiatphaibool.
The Tourism Authority of Thailand (TAT) has designated 2025 an “Amazing Thailand Grand Tourism Year”, targeting a 7.5 per cent increase in tourism revenue compared to 2024, striving to exceed its all-time-high of 39 million foreign visitors and propel over 205 million domestic trips, boosting the number of seven-digit markets to 13 in 2025.
TAT’s 29 branches worldwide will work together to tap global subcultures with high disposable income, and 23 markets with potential to drive over 80 per cent of the income from international tourists.
“Strategies include leveraging Thailand’s newfound popularity as a filming destination to draw fandoms, promoting active outdoor experiences to new generations from the US and Canada, and targeting high-spending lifestyle travellers, such as DINKs (double income, no kids) demographics and LGBTQ+ communities, particularly from Germany and Switzerland,” shared TAT governor Thapanee Kiatphaibool.
Wellness tourism will be a focal point for Russian visitors, and luxury travel services will be marketed to Arab tourists, along with efforts to attract repeat visitors with “deep knowledge of Thailand” who are inclined towards longer trips of 12-18 days, potentially generating up to 30 per cent of inbound revenue.
The shorthaul market revival strategy features a two-pronged approach: attracting younger travellers and leveraging technology for content marketing.
“Since 2019, Thailand’s shorthaul markets have experienced double-digit growth, with the exception of China. We will create a new image of Thailand, especially for younger travellers, to ensure they return in the future – especially for the Chinese, Japanese, Taiwan and Hong Kong markets,” shared Kiatphaibool.
She added: “We will create a memorable image of the country for our ‘future customers’, including children travelling with their parents, by creating travel experiences that align with the interests and activities of the younger generation. Partnerships with international schools and educational institutions in Thailand will also be promoted.”
Kiatphaibool emphasised other dynamic strategies like leveraging content marketing in the beauty and lifestyle niches for Chinese women, partnerships with local malls for South-east Asia shopping enthusiasts; targeting high-income Malaysians and Chinese with extended overland tours, fly and drive groups from Singapore, rail and caravan trips from southern China to northern Thailand; and celebrating 50 years of China relations through diverse exchanges and special promotions like Nihao Month and special deals for Chinese passport holders.
“We will host activities at the government-to-government, business-to-business, and people-to-people levels between the two countries,” stated Kiatphaibool.
The TAT is equally committed to stimulating domestic travel by boosting domestic seat capacity and flight routes, along with the launch of the Tiew Tan Tee Sook Tan Tee (Immediate Happiness from Immediate Travel) campaign designed to inspire spontaneous travel among locals.
“We will cater to high-spending domestic niches like pet owners by promoting pet-friendly accommodations and the LGBTQIA+ community with inclusive travel options. Additionally, showcasing local festival experiences year-round aims to attract Thai outbound travellers to travel domestically instead,” said Kiatphaibool.