BANGKOK — Prime Minister Paetongtarn Shinawatra has unveiled the “Amazing Thailand Grand Tourism Year 2025” initiative, aiming to establish Thailand as a premier global destination and increase tourism revenue to 3.4 trillion baht.
The campaign targets over 40 million international visitors and 205 million domestic trips by showcasing both popular and undiscovered locations across the country. Major tourism companies, including Grab, Agoda, Expedia, IHG, Marriott International, Trip.com Group, and Thai Airways, have pledged their support to revitalize the sector.
At a Government House roundtable on October 7, the prime minister engaged with senior executives from these companies to strategize on enhancing Thailand’s tourism industry. The campaign’s key elements include emphasizing unique cultural experiences through the “Thai Charms” theme and promoting lesser-known destinations via the “Hidden Gem Cities” strategy to distribute tourism benefits more equitably.
Additionally, the “Five Must-Do Activities” component encourages tourists to explore Thai cuisine, cultural heritage, local products, and vibrant festivals such as Loy Krathong and the newly introduced Thailand Winter Festival.
Private sector participants proposed a three-pronged approach focusing on enhancing the travel experience, promoting off-the-beaten-path attractions, and supporting Thailand’s role in hosting global festivals and mega-events. Their suggestions include integrating booking systems, improving public transportation, and leveraging technology to showcase local destinations.
The establishment of a Public-Private Tourism Taskforce was also recommended to strengthen collaboration and support the campaign’s objectives.
Prime Minister Paetongtarn expressed optimism that this collaboration with the private sector would attract more international visitors and generate economic opportunities for Thailand. She emphasized that efforts to position Thailand as a tourism hub are expected to contribute to sustainable growth and establish the country as a preferred destination for global travelers.
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