At ITB Berlin 2025, Prime Minister Paetongtarn Shinawatra presented Thailand’s tourism vision, aiming to attract 39 million international visitors and generate €98 billion in revenue.
Speaking at the Amazing Thailand Networking Event, Paetongtarn highlighted the government’s “Amazing Thailand Grand Tourism and Sports Year 2025” initiative. In 2024, Thailand recorded over 35 million foreign arrivals, contributing €47.40 billion to the economy—15% of the country’s GDP. The 2025 target includes drawing 10.62 million European tourists, expected to generate €24.22 billion.
The strategy includes five key initiatives: streamlining visa procedures with exemptions for 93 countries and enhanced biometric systems; expanding airport infrastructure and high-speed rail links; promoting cultural and entertainment exports, including media exposure through shows like The White Lotus; boosting medical and wellness tourism, which has already contributed 1 trillion baht to the economy; and advancing sustainable tourism by supporting Green Destinations and hosting the Global Sustainable Tourism Conference in 2026.
Additionally, Thailand aims to position itself as a “Festival Country,” hosting large-scale events such as the MahaSongkran Summer Festival, Pride Month 2025, Loi Krathong: Rivers of Light, and international sports tournaments, including the FIVB Women’s Volleyball World Championship and the SEA Games 2025.
The Amazing Thailand Networking Event, organized by the Tourism Authority of Thailand, brought together 160 Thai tourism operators to strengthen global partnerships and enhance Thailand’s standing as a top-tier destination.
