Thailand has launched the Amazing Thailand Grand Tourism and Sports Year 2025, a year-long initiative to celebrate the country’s cultural heritage, diverse tourism experiences, and world-class sporting events and bring about stronger tourism performance.
Tourism festivals, high-profile sporting tournaments, and exclusive travel privileges can be expected as part of the campaign as Thailand aims for 39 million international visitors and three trillion Baht (US$88.4 billion) in tourism revenue by the end of 2025.
Thai prime minister Paetongtarn Shinawatra said: “Tourism is a key driver of Thailand’s economy, and as we embrace the digital era, we must continue to grow by enhancing infrastructure, expanding world-class events, and creating innovative experiences that attract and inspire visitors. Beyond our natural beauty and cultural heritage, Thailand is evolving into a hub for man-made tourism, with dynamic festivals, international events, and cutting-edge entertainment. This year is a powerful testament to nationwide collaboration, and I invite everyone to be part of Amazing Thailand Grand Tourism and Sports Year 2025 – a year of opportunity, excitement, and unforgettable experiences.”
Minister of tourism and sports Sorawong Thienthong highlighted the government’s Ignite Thailand’s Tourism vision, which aims to establish Thailand as a leading regional tourism and sports hub.
“We are integrating efforts across public and private sectors to enhance travel convenience and elevate visitor experiences. Key measures include increasing airline slots and flight frequencies, implementing an online TM6 immigration system, and upgrading transportation networks to improve accessibility to both major and lesser-known destinations. We are also developing tourism personnel and encouraging hotels to adopt sustainable standards, ensuring a world-class travel experience,” he said.
The ministry is enhancing safety measures while expanding collaboration with private sector partners to offer special discounts and privileges for tourists visiting both major destinations and emerging hidden gems. It is prioritising four key safety initiatives: crime prevention, accident prevention, enhanced tourist assistance services, and financial compensation for affected travellers.
Tourism Authority of Thailand governor Thapanee Kiatphaibool shared that the Amazing Thailand Grand Tourism and Sports Year 2025 will play up the country’s tourism potential through the 5 Grand concept – Grand Festivity, which will comprise festivals throughout the year; Grand Moment, a collection of exclusive travel experiences designed to create once-in-a-lifetime moments; Grand Invitation, opportunities to host global icons, sports legends, and influential figures at high-profile events in the country; Grand Celebration, key milestones in the tourism industry, including the 50th anniversary of Thailand-China diplomatic relations; and Grand Privilege, a series of premium travel benefits to incentivise key traveller market segments.
The campaign will also highlight yet-to-be-discovered cities, Thailand’s soft power and must-dos.
“These elements will ensure that every visitor enjoys an unforgettable journey through Thailand’s rich cultural and sporting landscapes,” said Thapanee.
The Sports Authority of Thailand (SAT) is instrumental in positioning sports as a key driver for tourism growth. One of the biggest highlights of 2025 will be Thailand’s role as host of the 33rd SEA Games from December 9 to 20, with action across Bangkok, Chonburi, and Songkhla.
Come 2026, Thailand will welcome the 13th ASEAN Para Games from January 20 to 26 in Nakhon Ratchasima,
SAT deputy governor Prodpran Samanmitr said: “By hosting top-tier international competitions, we aim to drive economic growth, establish Thailand as a premier global sports hub, and reinforce the nation’s reputation as a world-class sporting destination.”
SAT will also advance Thai sports by nurturing emerging national athletes and propelling them to success on the global stage, allowing the destination brand to spread worldwide through such soft power.
