Thailand welcomed 35.5 million international visitors in 2024 and is now setting its sights even higher, targeting 39 million arrivals in 2025. The goal, revealed by Denduen Luengchen, executive director of advertising and public relations at the Tourism Authority of Thailand (TAT), aims to generate a remarkable 3.4 trillion baht in tourism revenue.
China, Malaysia, India, South Korea, and Russia were the country’s top five source markets in 2024, with ASEAN contributing over 10.6 million arrivals, or 30% of total visitors. Denduen shared these insights during the Thailand NTO briefing at the ASEAN Tourism Forum (ATF) 2025 in Johor.
Experiential tourism to drive growth
As a repeat favorite among travellers, Thailand’s strategy to sustain regional tourism growth emphasises unique and memorable experiences. Under the banner of the "Amazing Thailand Grand Tourism Year", TAT has unveiled the “5 Must-Do in Thailand” experiences, designed to cater to a wide array of interests:
Taste: Savour culinary treasures from street food to Michelin-starred dining, including Thailand’s first 3-Michelin-star restaurant.
Try: Rejuvenate with wellness retreats offering ozone therapy, immunity-boosting treatments, or traditional massages. Adventurers can try Muay Thai training for an unforgettable cultural immersion.
Buy: Discover premier shopping at destinations like One Bangkok and Emsphere, offering luxury retail and unique souvenirs conveniently connected by the BTS Skytrain.
Seek: Explore hidden gems such as Chiang Rai’s breathtaking landscapes and Prachuap Kiri Khan’s serene beaches.
See: Experience Thailand’s vibrant events calendar, including the Songkran Water Festival (April), Loy Krathong (November), and the SEA Games (December).
TAT’s ongoing initiatives, including the "Amazing Thailand Grand Tourism and Sports Year" and "Amazing Thailand: Your Stories Never End" campaigns, emphasize sustainable growth and cultural exploration, inspiring travellers to embark on meaningful journeys.
Enhancing connectivity and collaboration
Thailand’s tourism success is underpinned by its robust connectivity across ASEAN. In 2024, the aviation sector expanded by 26%, with new routes introduced by AirAsia, Vietravel Airlines, Lao Airlines, and Malindo Airways. Streamlined border processes and the Bangkok-Vientiane train service also boosted land connectivity, enhancing cross-border travel.
“TAT’s participation in ATF 2025 reflects our dedication to building strong partnerships and positioning Thailand as a leader in ASEAN’s tourism landscape,” said Pattaraanong Na Chiangmai, TAT deputy governor for international marketing of Asia and South Pacific.
Additionally, the Thailand Travel Mart Plus 2025, the annual B2B travel industry show hosted by TAT, will return in June in Chiang Mai this year.