BANGKOK — The Thai government is intensifying efforts to stimulate the economy through tourism this year. Beyond preparations for Songkran, Thailand’s highlight festival, Prime Minister Paetongtarn Shinawatra is also urging the promotion of “must-visit” cities across Thailand following her return from ITB Berlin, the world’s leading travel trade show.
Prime Minister Paetongtarn Shinawatra chaired a meeting at Government House on March 11 to prepare for the upcoming Songkran water festival, which will take place next month across Thailand.
The meeting included key officials: Tourism and Sports Minister Sorawong Thienthong, Culture Minister Sudawan Wangsuphakitkosol, Tourism Authority of Thailand (TAT) Governor Thapanee Kiatphaibool, Deputy Policy Advisor to the Prime Minister Dr. Surapong Suebwonglee, and other relevant working groups.
Songkran Festival to Remain “Grand”
The Prime Minister expressed her desire to make this year’s Songkran celebration as grand as last year’s and emphasized a strategy to spread festivities throughout the entire month across all five regions of the country.
“We want tourists to have options beyond just Bangkok or major cities,” the Prime Minister stated. “By staggering celebrations throughout the month, starting from early April through the main Songkran days and the subsequent ‘Wan Lai’ festivities, we can encourage visitors to extend their stay in Thailand.”
For Bangkok’s Sanam Luang, the Prime Minister confirmed that the central celebration will maintain its grand scale, aiming to cement Thailand’s Songkran as a world-class festival that increasingly attracts international tourists to experience authentic Thai traditions each year.
Government Pushes “Must-Visit” Cities
Meanwhile, the PM is urging promotion of “must-visit” cities in Thailand after returning from ITB Berlin, where strong European interest generated 70,000 business deals and an estimated turnover of 4.4 billion baht.
The government has declared 2025 as the Amazing Thailand Grand Tourism and Sports Year. This year, Thailand reserved nearly the entire exhibition hall at ITB, providing extensive space to display the nation’s potential.
Cooperation came from both the private sector and citizens, as well as from 160 tourism-related representatives from various Thai provinces. The government has placed a strong emphasis on soft power as Thailand’s main selling point this year.
The PM further stated that the government has made a concerted effort to support tourism operators from 18 “must-visit” provinces in 2025: Chiang Rai, Chiang Mai, Mae Hong Son, Nan, Sukhothai, Phrae, Lampang, Satun, Trang, Nakhon Si Thammarat, Nong Khai, Udon Thani, Loei, Nakhon Phanom, Chanthaburi, Trat, Prachinburi, and Sa Kaeo.
These tour operators had the opportunity to conduct business negotiations with travel agents and present their special charms to travelers who are looking for new destinations and connect the big cities with these “must-visit” places.
Hidden Gems’ Strategy Gains Traction
The “Hidden Gems Cities” presentation in Thailand attracted top travel agents from countries and territories such as Germany, France, Switzerland, Finland, Spain, the United Kingdom, China, India, Taiwan, Vietnam, Japan, Australia and the United States.
All expressed excitement about Thailand’s promotion of these hidden gems and saw it as a great opportunity to strengthen the ability of Thai tour operators to effectively engage in international business conversations.
Reportedly, over 70,000 deals have already been concluded, with average spending at over 60,000 baht per person per trip, which means an initial revenue of about 4.4 billion baht for Thailand. In addition, there will certainly be further negotiations and contracts within three to six months after the event.
Tourism Stands as Key Economic Driver
The Prime Minister has instructed the Ministry of Tourism and Sports to follow up on the results and further promote Thailand’s wide range of tourist attractions and amenities to further boost the country’s economy.
The Tourism Authority of Thailand has reported that 35.54 million foreign tourists visited Thailand in 2024, generating a total revenue of 1.67 trillion baht (approximately $47.7 billion USD). Tourism revenue accounts for 20% of the country’s gross domestic product (GDP).
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