Prime Minister Paetongtarn Shinawatra has outlined her vision of Thailand’s tourism policy, which aims to elevate the country into a sustainable, high-value global destination.

She presented the tourism vision and policy on 5 Match 2025 at the Amazing Thailand Networking Event at the International Tourism Exchange, ITB Berlin 2025, in Germany, where she visited the Thailand Pavilion and officially launched the “Amazing Thailand Grand Tourism and Sports Year 2025” in the European market, under the theme “Sustainable Thailand Soft Power.”

Held on 4-6 March, ITB Berlin is the world’s leading travel trade show, and the Tourism Authority of Thailand (TAT) has taken part in the fair for 50 years now. TAT highlighted Thailand’s cultural richness, soft power, and innovation to further strengthen the country’s position as a leading global travel destination.

Speaking at the Amazing Thailand Networking Event organized by TAT, the Prime Minister stressed the Government’s strong intention to promote tourism as a key pillar of strategies to drive Thailand’s economic growth. 

Five major measures have been implemented to boost the Thai tourism industry. They include (1) the improvement of visa extensions and visitor safety, (2) the development of infrastructure to turn Thailand into a regional aviation hub, (3) the promotion of soft power industries, (4) the development of Thailand as a medical and wellness tourism hub, and (5) the promotion of sustainable tourism.

Prime Minister Paetongtarn invited international tourists to join the Amazing Thailand Grand Tourism and Sports Year 2025. The year-long celebration promises Impressive experiences, including Thailand Summer Festivals, Maha Songkran World Water Festival in April, Pride Month in June, Loy Krathong: River of Light in November, and the Amazing Thailand Countdown in late December. Thailand will also host the FIVB Women’s Volleyball World Championship 2025 and the SEA Games 2025.

TAT sees ITB Berlin 2025 as key to reaching Thailand’s 2025 tourism target of 39 million visitors and 3.5 trillion baht in revenue. European arrivals are projected to grow from 7.05 million in 2024 to 10.62 million in 2025, with Germany alone expected to contribute 1.05 million visitors, reinforcing its role as a key source market.