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Aiming to drive stronger tourism performance and increased visitor revenue, the Tourism Authority of Thailand has launched a year-long initiative to celebrate the country’s cultural heritage, diverse tourism experiences and world-class sporting events.

The ‘Amazing Thailand Grand Tourism and Sports Year 2025’, aims to attract 29 million international visitors and generate 3 trillion Baht (US$88.4 billion) in tourism revenue through tourism festivals, high-profile sporting tournaments and exclusive travel privileges.

Launching the campaign, Thai Prime Minister, Paetongtarn Shinawatra advised “tourism is a key driver of Thailand’s economy, and as we embrace the digital era, we must continue to grow by enhancing infrastructure, expanding world-class events, and creating innovative experiences that attract and inspire visitors.

“Beyond our natural beauty and cultural heritage, Thailand is evolving into a hub for man-made tourism, with dynamic festivals, international events, and cutting-edge entertainment. This year is a powerful testament to nationwide collaboration, and I invite everyone to be part of Amazing Thailand Grand Tourism and Sports Year 2025 - a year of opportunity, excitement, and unforgettable experiences.”

Highlighted the Ignite Thailand Tourism vision, which aims to establish the nation as a leading regional tourism and sports hub, Thailand Minister of Tourism and Sports, Sorawong Thienthong noted “we are integrating efforts across public and private sectors to enhance travel convenience and elevate visitor experiences.

“Key measures include increasing airline slots and flight frequencies, implementing an online TM6 immigration system, and upgrading transportation networks to improve accessibility to both major and lesser-known destinations.

“We are also developing tourism personnel and encouraging hotels to adopt sustainable standards, ensuring a world-class travel experience.”

Along with the Tourism Authority of Thailand, the Ministry of Tourism and Sports is enhancing safety measures while expanding collaboration with private sector partners to offer special discounts and privileges for tourists visiting both major destinations and emerging hidden gems. It is prioritising four key safety initiatives: crime prevention, accident prevention, enhanced tourist assistance services, and financial compensation for affected travellers.

In addition, the Sports Authority of Thailand (SAT) is positioning sport in support of the campaign, with the nation to host of the 33rd Southeast Asian Games (SEA Games) from 9th to 20th December, with action across the cities of Bangkok, Chonburi and Songkhla.

This will be followed by the hosting of the 13th ASEAN Para Games from 20th to 26th January in Nakhon Ratchasima.

Commenting on this, SAT Deputy Governor, Prodpran Samanmitr advised “by hosting top-tier international competitions, we aim to drive economic growth, establish Thailand as a premier global sports hub, and reinforce the nation’s reputation as a world-class sporting destination.”

SAT will also advance Thai sports by nurturing emerging national athletes and propelling them to success on the global stage, allowing the destination brand to spread worldwide through such soft power.

Images: Thailand's anointment as host of 2025 SEA Games at the 2023 edition in Cambodia (top, credit: Nation Thailand) and Thai Prime Minister Paetongtarn Shinawatra presides over the official launch of the Amazing Thailand Grand Tourism and Sports Year 2025 campaign, joined by key tourism and sporting officials (below, credit: Tourism Authority of Thailand).

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