Thailand is ramping up efforts to boost tourism, with the government targeting a broad audience by expanding beyond the traditional Songkran celebrations. Prime Minister Paetongtarn Shinawatra is calling for the promotion of lesser-known destinations in Thailand, particularly “must-visit” cities, as part of the country’s broader strategy to enhance its tourism sector in 2025.
The Thai government is focusing on leveraging tourism to stimulate the economy this year, following a meeting on March 11, 2025, to prepare for Songkran, Thailand’s iconic water festival. With festivities set to occur across the country in April, the Prime Minister emphasized spreading the celebrations throughout the month to encourage extended stays, allowing tourists to experience the full breadth of Thailand’s culture and traditions.
“We want tourists to have options beyond just Bangkok or major cities,” said Paetongtarn. The Prime Minister confirmed that the central Songkran celebrations at Sanam Luang in Bangkok will remain grand in scale, ensuring that Thailand’s Songkran becomes a world-class event attracting visitors from all corners of the globe.
Beyond Songkran, the Thai government is intensifying efforts to market “must-visit” cities across the country. Following her return from ITB Berlin, one of the world’s leading travel trade shows, Prime Minister Paetongtarn highlighted strong European interest, with more than 70,000 business deals signed at the event. The government’s push for tourism includes the declaration of 2025 as the Amazing Thailand Grand Tourism and Sports Year, with Thailand’s booth at ITB receiving widespread attention and cooperation from both the public and private sectors.
As part of this expanded focus, the government is backing the promotion of 18 lesser-known provinces, urging local tourism operators to present the unique qualities of destinations like Chiang Rai, Chiang Mai, and Mae Hong Son. This new initiative aims to attract tourists interested in exploring Thailand beyond its major urban centres. The “Hidden Gems” strategy is resonating well with international travel agents, especially from countries such as Germany, France, and the United States, who view these new offerings as a great opportunity for travelers seeking new destinations.
The efforts have already yielded impressive results, with an estimated 4.4 billion baht in early revenue generated from deals concluded at ITB Berlin. With over 70,000 deals already secured, tourism remains a key driver of Thailand’s economic growth.
