The government has inaugurated the “Amazing Thailand Grand Tourism Year 2025” initiative in collaboration with six leading global tourism companies to attract more visitors and meet its ambitious targets.
During a press briefing on Monday, Jirayu Huangsap, an advisor to the Prime Minister, announced that Prime Minister Paetongtarn Shinawatra held a roundtable discussion with executives from Grab, Agoda, Expedia, IHG, Marriott International, and Trip.com Group to involve them in this initiative.
The government aims to draw in over 40 million foreign visitors and generate 3.4 trillion baht in revenue next year as part of this campaign.
At the meeting, the Prime Minister highlighted three primary government strategies: “Thai Charms,” “Hidden Gem Cities,” and “Five Must-Dos.”
She elaborated that the “Thai Charms” encompass the country’s unique cultural experiences—such as cuisine and craftsmanship—that showcase the essence of Thai heritage. The “Hidden Gem Cities” refer to lesser-known tourist destinations that will be promoted to ensure a more equitable distribution of income.
The five “Must-Dos” will package Thai food, cultural experiences, and local products in new destinations while allowing visitors to partake in festivals, starting with the Thailand Winter Festival in November this year.
Ms. Paetongtarn emphasized that the initiative intends to boost tourism revenue by 7.5% and aims for an overall target of 3.4 trillion baht. It is projected that the number of foreign travelers will surpass 40 million in the coming year, accompanied by over 205 million domestic trips across the nation.
However, Mr. Jirayu noted that these targets transcend mere numbers; they embody the government’s commitment to establishing Thailand as a global destination celebrated for its cultural richness, natural beauty, and welcoming hospitality.
Meanwhile, representatives from the six prominent firms expressed a desire for the government to enhance aviation capacity and improve connectivity, making it easier for tourists to travel to Thailand, thus increasing the overall number of visitors.
The Prime Minister’s advisor indicated that the government’s primary objective is to establish a “Tourism Task Force” that will collaborate with various government agencies to address bureaucratic challenges and streamline processes.
He suggested that the government should focus on promoting enhanced experiences at every tourist stop throughout the country and seize opportunities to highlight new activities, global festivals, and events.
Improving travel experiences will encompass both pre-trip and post-trip phases, leveraging improved connectivity and partnerships to familiarize potential visitors with the “Amazing Thailand Grand Tourism Year 2025” initiative even before they make travel arrangements.
The initiatives surrounding the “Five Must-Dos” and “Hidden Gems” aim to expand tourism activities and create business opportunities for communities and small to medium-sized enterprises.
He also mentioned that many companies have already shown willingness to collaborate with Thailand in hosting global events, recognizing the country’s potential, contingent on the government’s ability to develop the necessary infrastructure.
Everyone involved agreed on the importance of strengthening cooperation, especially during the high tourism season. Anthony Tan from Grab noted that the roundtable provided an opportunity to explore additional support for the tourism sector. According to Mr. Tan, Grab has been operating in Thailand for 11 years and aims to grow further to assist its partners, who currently reach over 850,000 households.
Mr. Tan appreciated the government’s efforts to aid those affected by recent flooding and expressed readiness to offer additional support, while Ms. Paetongtarn thanked the company for its generous donation of two million baht to assist flood victims.