Tourism Ministry Lowers 2025 Revenue Target to ฿3 Trillion Amid Global Concerns
The Tourism and Sports Ministry has revised its 2025 tourism revenue forecast down to 3 trillion baht, adjusting expectations due to a combination of domestic and international challenges, according to Permanent Secretary Nattareeya Thaweewong.
The updated forecast includes 2 trillion baht from international tourists and 1 trillion baht from domestic travelers, reflecting a return to pre-Covid-19 levels. However, this marks a significant drop from the ministry’s earlier target of 3.5 trillion baht.
Nattareeya cited factors such as travel safety concerns, recent earthquakes, and global economic shifts, including reciprocal tariffs introduced by US President Donald Trump, as reasons for the revision.
In response, the Tourism Authority of Thailand (TAT) has been directed to revise its marketing strategy for the second half of 2025, with a new plan expected to be finalized by May. Unlike previous years, this revised strategy will forgo workshops in favor of a direct, more agile approach.
TAT’s key performance indicators (KPIs) will also be updated to emphasize tourist numbers and revenue generation, with a clear shift towards attracting high-spending travelers, particularly from Middle Eastern nations.
“**Markets like Saudi Arabia and Kuwait, as well as European nations not traveling to the US—such as Spain, Germany, Sweden, and the UK—should be prioritised,” Nattareeya said. “We also see potential in tourists from Canada, Australia, and New Zealand.”
She added that TAT would cut back spending on events in underperforming markets, focusing instead on resource efficiency and better targeted promotions to drive tourism growth.
