Six leading companies are joining hands with the Thai government in promoting the Thai tourism industry. Prime Minister Paetongtarn Shinawatra on 7 October 2024 held a round table meeting with the executives of the six companies, which included Grab, Agoda, Expedia, IHG and Marriott International, Trip.com Group, and Thai Airways International.

On this occasion, the executives of the six companies proposed the establishment of a tourism taskforce to work closely with all relevant agencies in boosting Thailand’s tourism.

Emphasis will be placed on implementing three strategies, aimed at enhancing the visitor experience covering pre-trip, during-trip, and post-trip, promoting tourism activities and hidden gem destinations, and supporting the organizing of global mega events.

The Prime Minister stated that the launching of the tourism campaign “Amazing Thailand Grand Tourism Year 2025” demonstrated the determination of the Thai government in revitalizing the tourism sector, which is one of the foundations for the country’s prosperity.

She said that Thailand targets a 7.5 percent increase in tourism revenue to 3.4 trillion baht in 2025. It also expects that more than 40 million international tourists will visit Thailand next year. The Government aims to develop Thailand into a global tourism destination that is famous for cultural heritage, natural beauty, and hospitality.

Toward this aim, the Government will carry out various projects to promote "Thai Charms," “Hidden Gem Cities,” and "5 Must Do in Thailand.”

The 5 Must Do in Thailand include five major activities: Must Taste (Thai cuisine), Must Try (Muay Thai), Must Buy (Thai fashion and crafts), Must Seek (new destinations), and Must See (Thai festivals).