Thailand has launched the “Amazing Thailand Grand Tourism & Sports Year 2025” campaign, led by the Ministry of Tourism and Sports and the Tourism Authority of Thailand. The campaign’s ambitious goal is to attract 40 million foreign visitors and generate 2.8 trillion baht in tourism earnings this year.
Thailand’s tourism revenue in 2024 was 2.6 trillion baht, somewhat less than its objective of 3 trillion baht. Despite this, the country continues to rank in the top 14 worldwide tourism markets in terms of foreign visitor income, demonstrating its status as a top destination.
Global economic uncertainty, a stronger baht, and competition from nations with favourable visa regulations, such as Japan and China, complicate Thailand’s growth goals.
“The 2025 target of 40 million visitors is a bold step forward,” stated Sarawong Thianthong, Minister of Tourism and Sports. “We are determined to propel the sector to new heights.”
To accomplish this, TAT Governor Thapanee Kiatphaibool outlined important initiatives, such as focusing on high-value tourism to attract luxury passengers, expanding markets by targeting Europe and the Americas, and improving the travel experience with easy payment methods and special offers.
