Chiang Mai, 4 June 2025 – At Thailand Travel Mart Plus (TTM+) 2025, the Tourism Authority of Thailand (TAT) presented its Thailand Product Update to international buyers and media. Delivered by Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, the session outlined the country’s tourism strategy, product developments, and a firm commitment to a sustainable, high-value future.
“Thailand’s tourism direction for 2025 is clear—we’re creating high-value experiences rooted in culture, wellness, and sustainability,” said Mr. Nithee. “This is not just about growth in numbers, but about enriching every journey and ensuring tourism benefits both visitors and local communities.”
In line with the Amazing Thailand Grand Tourism and Sports Year 2025, the government has introduced new measures to enhance the visitor experience, including relaxed alcohol regulations and a streamlined online Arrival Card. A broader range of immersive tourism products is also being developed to encourage longer stays and deeper cultural engagement.
The product update highlighted a strong focus on wellness tourism, particularly experiences inspired by Lanna’s heritage. Visitors are invited to engage all five senses through traditional treatments like Tok Sen massage, herbal aroma therapies, and locally sourced wellness cuisine that reflects regional identity.
TAT’s wellness and medical tourism strategy also spotlights regional strengths. In Northern Thailand, yoga, folk dance, and Lanna-inspired spa treatments are offered at destinations like Fah Lanna Spa and ZiRa Spa. The Central region combines traditional and integrative therapies at The Soul in Saraburi and ChivaRak Wellness in Phetchaburi. Along the Gulf of Thailand, spas such as MASON and SPA Cenvaree blend tropical serenity with time-honoured Thai healing.
Gastronomy remains a pillar of Thailand’s tourism identity. The Michelin Guide Thailand 2025 features over 400 listings, including 50 in Chiang Mai. Sorn has become the country’s first restaurant to earn three Michelin stars. Under the “Wellness on a Plate” initiative, Thai cuisine now merges health, sustainability, and local ingredients—exemplified by venues like Blackitch in Chiang Mai.
Chiang Mai continues to cement its role as a leading cultural and sustainable destination. The upcoming Lannatique by AWC, launching later this year, will offer a new lifestyle experience combining art, culture, gastronomy, and eco-conscious design. Also launching in November, the Blue Jasmine Rail Journey will offer a nine-day luxury route from Bangkok to Chiang Mai, with curated cultural and culinary stops across five provinces.
Thailand’s national green agenda is gaining ground. Sixteen destinations are now part of the Green Destinations framework, with Nan Old Town earning Asia’s only Gold Award this year. TAT also introduced the Krabi Prototype—a scalable model for low-carbon, community-based tourism. Initiatives in Ko Ngai and Thung Yee Peng village exemplify how conservation and tourism can grow hand in hand.
Wat Phumin, Nan
Ko Ha, Mu Ko Lanta National Park, Krabi
Tram Tour, Nan
To maintain safety and traveller confidence, the Ministry of Tourism and Sports continues to strengthen emergency response systems and implement robust safety protocols across the country’s tourism infrastructure.
A dynamic calendar of cultural and tourism events will drive year-round engagement. Highlights include nationwide Pride Month celebrations, the Phi Ta Khon Festival in Loei, and international music festivals such as Summer Sonic Bangkok, Rolling Loud Thailand in Pattaya, and Wonderfruit in Chon Buri. Traditional celebrations like the Phuket Vegetarian Festival and the Festival of Lights—featuring Loi Krathong and Vijitr Chao Phraya—will lead into the Amazing Thailand Countdown 2026.
Sports tourism also plays a major role in Thailand’s soft power strategy. Key events include the ONE Championship Muay Thai series, the FIVB Women’s Volleyball World Championship, the Amazing Thailand Marathon in Bangkok, and the 33rd SEA Games, will proudly host in December.
This year’s TTM+ 2025 gathers 406 international buyers—35.27% of them first-time participants—and 450 seller booths, including 50 Thailand Tourism Awards winners and 30 exhibitors from hidden-gem cities. The event is expected to generate over 13,000 business appointments and approximately 4.2 billion baht in tourism revenue. True to its sustainability theme, TTM+ also incorporates carbon tracking, offsetting, and CSR activities, including donating event furniture to local schools.
As of 2025, Thailand has welcomed over 14 million international visitors. The top source markets are China, Malaysia, India, Russia, and South Korea.
The post TTM+ 2025 Product Update Showcases Thailand’s Vision for Sustainable Tourism appeared first on TAT Newsroom.
..
