The Ministry of Tourism and Sports, in collaboration with the Tourism Authority of Thailand (TAT), has officially launched the “Amazing Thailand Grand Tourism & Sports Year 2025” campaign, aiming to attract 40 million foreign visitors and generate 2.8 trillion baht in tourism revenue this year.
While Thailand achieved tourism revenue of 2.6 trillion baht in 2024, falling slightly short of the 3-trillion-baht target, the country remains a major player in the global tourism market, ranking among the top 14 countries in terms of foreign tourist income.
However, challenges remain, including global economic uncertainties, the strengthening baht, and increased competition from other countries offering attractive visa policies, such as Japan and China.
“The 2025 target for foreign tourist arrivals is set at 40 million, an increase of 1 million from the previous target of 39 million,” said Sarawong Thianthong, minister of tourism and sports. “This ambitious goal will drive Thailand’s tourism sector forward.”
Recognizing the competitive landscape, TAT governor Thapanee Kiatphaibool said the agency is committed to adapting strategies accordingly.
“This includes shifting our focus towards higher-value tourism segments, expanding our reach into new markets, and enhancing the overall travel experience for visitors,” she said.
The TAT has outlined several key strategies for achieving these targets:
Focus on high-value tourism: Shifting towards attracting higher-spending tourists through luxury travel experiences and niche markets.
Diversify markets: Expanding beyond traditional markets to attract visitors from Europe, the Americas, and emerging regions.
Enhance travel experience: Introducing innovative travel routes, offering exclusive experiences, and improving travel convenience through seamless payment options and enhanced connectivity.
Leverage soft power: Promoting Thailand’s unique cultural heritage, cuisine, and hospitality to attract visitors.
Develop sustainable tourism practices: Expanding the Sustainable Tourism Goal (STAR) project to minimize environmental impact and promote responsible tourism.
