Bangkok, 8 May 2025 – The Tourism Authority of Thailand (TAT), under the Ministry of Tourism and Sports, welcomes the Cabinet’s official endorsement of the cooperation framework for the “Amazing Thailand Grand Tourism and Sports Year 2025” campaign, reaffirming the government’s commitment to elevating Thailand as a world-class destination for tourism and sports.
With Cabinet approval granted on 6 May 2025, all relevant agencies have been instructed to move forward in line with the campaign’s core objectives—to unify public and private sector efforts, enhance Thailand’s international competitiveness, and prepare for international visitors. The strategy, developed by the National Tourism Policy Committee, also mandates progress reporting to the Ministry of Tourism and Sports.
The campaign will be delivered through collaboration across 11 strategic focus areas:
Aviation Sector
Incentives will be introduced to support airlines, including reduced service fees and operational costs. Airlines will be encouraged to increase frequencies, especially during peak periods, while fair pricing is maintained. Data integration via API systems will improve service delivery, and underutilised slot allocations will be activated. Additional slots will target secondary cities to ease congestion in major hubs. Oversight rests with the Ministries of Transport, Finance, and Tourism and Sports, alongside airline partners.
Accommodation, Food Services, and Tour Operators
Efforts will focus on promoting hotel chain campaigns, raising accommodation standards, and improving visibility for smaller properties through partnerships with travel agents and online platforms. National certification schemes—such as Thai Homestay and Home Lodge—will be promoted, led by the Ministry of Tourism and Sports and the Thai Hotels Association.
International visitors will benefit from exclusive discounts, privileges, and souvenir incentives. A nationwide cashless tourism platform and multi-currency VAT refund system will be implemented to enhance the tourist experience. The Ministries of Finance and Commerce, and leading retailers will coordinate this area.
Online Travel Agencies and Tour Companies
Promotions and travel packages will be rolled out via OTAs, covering both major and emerging destinations. Destination marketing and the development of high-potential tourism sites will also be prioritised. This area will be driven by the Ministries of Tourism and Sports, Finance, OTA platforms, and tourism business associations.
Transport connectivity will be improved across all modes—land, rail, air, and sea—with a focus on reaching secondary cities. A key initiative includes the launch of the “Amazing Pass 1-Day Bangkok” to facilitate convenient urban travel. The Ministry of Transport will oversee this area.
Tourist Safety and Assistance
Volunteer training will support visitor hospitality across provinces. Tourist Assistance Centres will be established in all 77 provinces, with the 1155 Call Centre expanded into a 24-hour, one-stop service. Foreign language interpreters will also be deployed. Oversight lies with the Ministries of Tourism and Sports, Interior, and the Royal Thai Police.
Visa exemptions will be extended, and new long-stay or business visa programmes introduced. Measures may include fee reductions and simplified online applications. The Ministries of Tourism and Sports and Foreign Affairs will manage this initiative.
Flagship events, including Songkran festivals, will be hosted nationwide. The government will promote more international-standard events and encourage investment in venues, hotels, and entertainment infrastructure. The Ministry of Culture, Creative Economy Agency, and Board of Investment will oversee these efforts.
Initiatives like Night at the Museum will bring cultural venues to life after dark. Operating hours at national parks and attractions may be extended to accommodate increased visitor numbers. This area will be managed by the Ministries of Culture and Natural Resources and Environment.
Public Relations
Tourism-related content will be actively promoted across traditional and digital media channels to boost national and regional visibility. The Ministry of Tourism and Sports and the Public Relations Department will lead communications.
Other Support Measures
Multilingual tour guides will be trained in key languages including French, Italian, Spanish, Russian, Arabic, Chinese, Japanese, and Korean. Telecom providers will be encouraged to offer “Tourism SIM” cards to improve visitor connectivity. Oversight will be provided by the Ministries of Tourism and Sports, Foreign Affairs, and the National Broadcasting and Telecommunications Commission.
Powered by the Cabinet-approved framework and multi-sector collaboration, the “Amazing Thailand Grand Tourism and Sports Year 2025” campaign is projected to attract over 39 million international visitors and generate approximately 3.4 trillion Baht in tourism revenue. It is expected to deliver far-reaching benefits across the economy, tourism, sports, and cultural sectors, while solidifying Thailand’s image as a dynamic, sustainable, and world-class destination.
First introduced on the global stage at the World Travel Market in London in November 2024, the campaign has become a cornerstone of TAT’s 2025 international marketing strategy. Following its official global launch in February 2025, the campaign has been prominently featured at key global tourism events, including ITB Berlin and the Arabian Travel Market. The campaign showcases Thailand’s rich cultural and tourism assets through a year-long programme of festivals, sporting events, and national celebrations. Highlights include the “7 Months 7 Wonders” series and the Maha Songkran World Water Festival.
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