BANGKOK, Thailand – Prime Minister Paetongtarn Shinawatra has launched the “Amazing Thailand Grand Tourism Year 2025” campaign, seeking to position Thailand as a leading global destination and boost tourism revenue by as much as 3.4 trillion baht. The initiative targets over 40 million international tourists and 205 million domestic trips by promoting popular and lesser-explored locations nationwide. The campaign is supported by major tourism companies, including Grab, Agoda, Expedia, IHG, Marriott International, and Trip.com Group, along with Thai Airways, to help revitalize the sector.
During a roundtable at Government House, the prime minister met with senior executives from these companies to discuss strategies to enhance Thailand’s tourism industry. Key components of the campaign include highlighting unique cultural experiences under the theme “Thai Charms” and promoting lesser-known destinations under the “Hidden Gem Cities” strategy to distribute tourism benefits more evenly. The campaign also features the “Five Must-Do Activities,” encouraging tourists to explore Thai cuisine, cultural heritage, local products, and vibrant festivals such as Loy Krathong and the newly introduced Thailand Winter Festival.
The private sector participants proposed a three-pillar strategy focusing on enhancing the travel experience, promoting lesser-known attractions, and supporting Thailand’s role as a host for global festivals and mega-events. Their recommendations include integrating booking systems, improving public transportation, and utilizing technology to showcase local destinations. The formation of a Public-Private Tourism Taskforce was also proposed to strengthen collaboration and support the campaign’s goals.
The prime minister expressed confidence that the collaboration with the private sector would attract more international visitors and generate economic opportunities for the country. She noted that efforts to elevate Thailand as a tourism hub are expected to contribute to sustainable growth and position the country as a preferred destination for global travelers. (NNT)
