Tourism in Thailand: a 100 billion euro bet for 2025

Thailand is targeting 3.5 trillion baht (100 billion euros) in tourism revenue by 2025, driven mainly by foreign markets.

To achieve this, foreign markets will be stimulated by massive sales promotions and events and activities throughout the year.

But tourism operators believe this goal will be difficult to achieve .

On February 2, the Tourism Authority of Thailand (TAT) launched the "Amazing Thailand Grand Tourism and Sports Year 2025" program, which includes numerous events and activities aimed at attracting 39 million visitors.

See: Thailand: major events at the heart of the 2025 tourism strategy

Tourism and Sports Minister Sorawong Thienthong said the government remains confident that tourism revenue and arrivals can return to the same level as in 2019 this year.

Although Thailand recorded lower arrivals and revenues than Japan last year, he said the country would not focus on competing with other countries but would prioritize achieving its own record in 2019.

See: Japan dethrones Thailand as top tourist spot

Sorawong added that Prime Minister Paetongtarn Shinawatra also wanted tourism revenue to reach 3.5 trillion baht if possible, while the TAT's official target was only 3 trillion baht.

Ceremony at the launch of the “Amazing Thailand Grand Tourism and Sports Year 2025” program on February 2, 2025. Photo: TAT

Mr. Sorawong said the government will prioritize:

• Facilitating the flow of tourists by increasing inbound flights to Thailand;
• An online TM6 immigration form , which would be linked to the collection of a 300 baht (8.58 euros) tourist tax once the system is implemented;
• Improved transport connectivity between major destinations and second-tier cities.

TAT Governor Thapanee Kiatphaibool said this year's tourism promotions will focus on five concepts:

1. Grand Festivity , focused on artistic, cultural and musical events;
2. Grand Moment , introducing must-see itineraries in five regions;
3. Grand Privilege , offering special promotions to tourists;
4. Grand Invitation , inviting well-known personalities in the country;
5. Grand Celebration , focusing on the anniversary of relations with other countries, such as the 50th anniversary with China, the 75th anniversary with Indonesia, the 160th anniversary with Germany, and the 340th anniversary of relations with France.

The main attractions in the first half of the year will be the “Maha Songkran: Saneh Thai Carnival” in April, followed by the “Amazing Thailand Love Wins Festival” in June to celebrate the legalization of same-sex marriage in Thailand.

A difficult goal to achieve

Passengers queue at immigration counters at Suvarnabhumi Airport. Photo: Somchai Poomlard

Thanet Supornsahasrungsi, president of the Chonburi Tourism Federation Association, said it would be difficult for Thailand to earn 3.5 trillion baht from tourism this year.

"Currently, Chinese tour groups, who had previously canceled their bookings due to negative perceptions of security in Thailand, have not yet returned to Chonburi and Pattaya, despite the kidnapping of a Chinese actor occurring more than a month ago.

See: Mass cancellation of trips to Thailand due to fear of being kidnapped

He said concerns about China's weak economic growth also persist, attributed to its real estate crisis, as well as risks from US President Trump's tariff hikes on Chinese goods.

Given that the government plans to relaunch the "We Travel Together" subsidy campaign for the domestic market in June, this should at least help boost domestic tourism amid low purchasing power, he said.

For example, offering incentives or discounts to companies to allow their employees to work remotely while traveling would also help stimulate the market.

Marisa Sukosol Nunbhakdi, former president of the Thai Hotel Association, said:

"The 3.5 trillion baht target will be difficult to achieve, as Thailand needs to earn 700 billion in addition to the 2.75 trillion recorded in 2024.

But, it is still possible, as the number of new hotels and flights has increased, as well as the number of events as part of the "Amazing Thailand Year of Tourism and Sports."

Thailand must not only reassure Chinese travelers who have real reasons to fear kidnapping, but it must also find strong ways to combat the current air pollution.

This PM2.5 pollution, which endangers its population all year round, also risks driving away tourists.

See: Thailand: Smog threatens tourism, hoteliers sound the alarm

See also:

Thailand welcomed a record influx of tourists during Chinese New Year

Thailand: Cancellations or fear-inducing trips for Chinese tourists

Thailand: Record influx of Chinese tourists despite kidnapping cases

Source: Bangkok Post