Tourism/TAT’s marketing plan 2025

Editorial staff

The Tourism Authority of Thailand (TAT) has announced the “Amazing Thailand Grand Tourism Year” in its 2025 marketing plan to revitalise Thai tourism to prosperity in alignment with the government’s ‘Ignite Thailand's Tourism’ vision.

Promoting the country's rich tourism resources in parallel with the unwavering commitment to strengthening the tourism ecosystem towards a target of 7.5 % growth in tourism revenue.

Thapanee Kiatphaibool, TAT governor, said recognising 2025 as another challenging year, TAT will be putting our best efforts into driving demand and shaping supply to accelerate Thailand’s tourism ecosystem. The ambition is to highlight Thai tourism’s pivotal role as a key driver of the country’s prosperity and socio-economic development while securing the kingdom’s position as a world-class tourist destination.

2025 tourism revenue target

Reiterating the importance of tourism for the Thai economy, TAT has set a target of no less than a 7.5 % increase in tourism revenue for 2025, or 1.7 times higher than Thailand’s GDP growth forecast for the year. This is based on the ‘best case scenario’ of 39 million international visitors and more than 205 million domestic trips. The international market is earmarked to achieve more than 80 % growth over 2024.

In 2025, “Thai Charms” and “Hidden Gem Cities” will be the highlight products to inspire more travel across the country. The ‘five must-do activities’ will be diversified, including Must Taste – Thai food, Must Try – Muay Thai, Must Buy – Thai fashion and local products, Must Seek – new destinations and new travel experiences, and Must See – Thai festivals. City marketing approach will be used to promote Hidden Gems destinations, which will become a new engine to achieve a better distribution of tourism income and even out the high seasonality factor.

23 foreign markets as a key driver

For the international market, the focus is on driving growth in 23 potential markets worldwide that account for more than 80 percent of the total number and revenue from foreign tourists in 2024. The aim is to increase the number of 7-digit markets to 13 markets in 2025.

TAT will continue to push for increased seat capacity in Thailand by increasing flights on current routes and adding new routes for both regular and charter flights. It will promote “Hidden Gem Cities” and “Thai Charms” that align with tourists’ needs and preferences in international markets. The strategy will also capitalise on the popularity of series, movies, and music videos filmed in Thailand among Fandoms.

Short-haul market: targetting new generation

For the short-haul international market, TAT has segmented visitors into new gen and sub-segments. Promotions will be rolled out to capture a new generation of travellers from China, Japan, South Korea, Taiwan, and Hong Kong.

Meanwhile, marketing activities will be launched to drive the travel demand of the millennials, families, and high-disposable income travellers, including the shopping mania group from ASEAN, as well as self-drive and train travellers from Malaysia, Singapore, and China.

Particularly for the Chinese market, in 2025, TAT will celebrate the 50th anniversary of Thai-Chinese relations with activities at government-to-government, business-to-business, and people-to-people levels between the two countries.

These include “Nihao month,” inviting world-renowned influencers and celebrities to Thailand, organising joint promotions with partners, and “Chinese Passport Special Deals” activities to stimulate travel, increase spending, and extend the stay of Chinese tourists from both major and secondary cities in China.

Long-haul markets: adding quality tourists

For long-haul markets: Europe, Africa, the Middle East, and America, the focus will be on expanding the quality tourist market and restoring flight capacity and frequency. The strategy aims to establish new market areas and create awareness of tourism products and services.

The emphasis will be placed on expanding the quality leisure market segment, especially for first-time visitors from the UK, Ireland, Western Europe, and Western Balkan. Equally important are the new generations of travellers from the Americas and Canada, including Gen-Z, Millennials, Asian Americans, DINKs, and LGBTQs, as well as luxury travellers from the six Arab countries.

For the international market, TAT will continue to leverage the “Amazing Thailand: Your Stories Never End” communication concept to inspire visitors to become storytellers, sharing their lasting memories and motivating others to seek out their own memorable stories in Thailand.

Domestic market: a drive of spontaneous trips

For the domestic market, TAT will stimulate Thais to make spontaneous trips and travel more domestically through the “Create Your Great Moment Now” communication concept. Key magnets will include big events and local events, ranging from local festivals to music events and sports tournaments. In addition, activities will be rolled out to promote and enhance the value of Thai soft powers and inspire the sub-culture segment to explore local experiences in destinations across all five regions.

Northern region invites visitors to experience the charms of the northern yesteryears that perfectly blend creativity and sustainability through food, crafts, and wellness activities.

Northeastern region opens up to local food experiences through gastronomy tourism, and enjoy the fun of festivals and traditions that tell the story of the local way of life.

Central Region leverages the Central charms, cultural heritage, faith, and food.

Eastern region recommends outdoor sports activities, delicious fruits, and fresh seafood.

Southern region highlights wellcation travel and carbon-neutral tourism while immersing oneself in the nature of both coasts.

The globally recognised “Amazing Thailand” brand will be heightened in line with the goal of Thailand achieving high value and sustainable tourism.