Thailand’s Ministry of Tourism and Sports, in collaboration with the Tourism Authority of Thailand (TAT), has officially unveiled the “Amazing Thailand Grand Tourism & Sports Year 2025” campaign, which aims to attract 40 million foreign visitors this year.
The campaign will be built around five key pillars: Grand Festivity, which includes various events and festivals; Grand Moment, which will highlight unique and exclusive travel experiences; Grand Privilege, which includes discounts on shopping, tours and flights; Grand Invitation, which will invite international figures such as musicians, athletes and writersa to share their travel experiences in Thailand; and Grand Celebration, which focuses on diplomatic relations and other achievements.
“2025 is a pivotal year for Thai tourism,” explains TAT governor Thapanee Kiatphaibool. “We aim not to only increase visitor numbers but also to elevate the quality of tourism, focusing on attracting high-spending travellers and diversifying our market reach.” The governor also adds that TAT is committed to devising new strategies that can deliver their targets. “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 that will help deliver its targets in 2025: first, focusing on high-value tourism, by shifting towards higher-spending tourists through luxury travel experiences and niche markets; second, diversifying markets to attract visitors from Europe, the Americas and emerging regions; and third, enhancing travel experiences through innovative new travel routes, exclusive experiences, seamless payment options and enhanced connectivity.
Additionally, the TAT intends to leverage its soft power by promoting Thailand’s unique cultural heritage, cuisine and hospitality. This will fit into wider plans to develop sustainable tourism practices by expanding the Sustainable Tourism Goal (STAR) project, an initiative that sets out to minimise environmental impact while promoting responsible tourism. The TAT will also focus on developing key tourism destinations, promoting domestic travel through initiatives like the “We Travel Together” project, and encouraging more airlines to increase flight frequencies and expand routes to Thailand.
The Ministry of Finance will also re-introduce the “Easy e-Receipt 2025” measure from 15 January to 28 February, offering tax deductions for consumers who use electronic tax invoices for purchases from registered businesses.
“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.”
According to the Nation, 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.
