Thai Prime Minister: New crisis measures will save tourism during the low season

Thai Prime Minister Paetongtarn Shinawatra has met with the Ministry of Tourism and the TAT to discuss urgent measures ahead of the low season. Despite 11,2 million foreign visitors so far this year, tourism has not reached expected levels.

11,2 million tourists – but too low growth

Between January 1 and April 20, 2025, 11,2 million foreigners visited Thailand, generating about 540 billion baht in revenue – a modest increase of 0,52% compared to the previous year. The Prime Minister expressed concern that the numbers were not meeting targets, and that several factors were behind the decline.

Reasons: economy, earthquakes and Chinese confidence

The government points out three main problems:

• The slowdown of the global economy
• Recent earthquakes in the region
• Domestic rumors that have affected confidence among Chinese travelers

"This period marks the start of the low season. In the long term, we are planning artificial tourist destinations, but in the short term, quick action is needed," said Paetongtarn.

Let's Go Halves – new support program for domestic travel

Tourism Minister Sorawong Thienthong proposed a government-co-funded travel program called “Let's Go Halves ,” where the government covers 50% of domestic travel. Key points:

• Budget: 3500 million baht
• Proposals will be submitted to the government by mid-May.
• Planned launch: June 2025
• Possible platforms: TukTuk app or an open system

Tourism campaigns launched to boost Thailand during low season

To boost tourism for the rest of 2025, the ministry is planning a series of promotions and events. Highlights include the Amazing Thailand Grand Sale , which runs from June 1 to August 15 and offers discounts and special offers from department stores and travel companies. The aim is to promote Thailand as a shopping destination and increase consumption during the off-season.

Also taking place in June is the Thailand Travel Mart (TTM) in Chiang Mai, where Thai tour operators meet international buyers in a B2B format. The event is seen as an important platform for creating new collaborations and boosting regional tourism.

The government is also investing in promoting sports tourism, with several major events in the pipeline – including the Volleyball World Championships scheduled to be held in Thailand in the middle of the year. According to the government, sporting events can act as catalysts for both tourism and local economies.

Long-haul markets are growing – focus remains on China

Chinese tourist numbers have declined since Songkran, partly due to travel restrictions and a lack of trust. Meanwhile, long-haul markets such as India and the UK are growing steadily. Sorawong said special meetings will be held with industry players to develop a new strategy to win back Chinese travellers.

Source : The Nation Thailand – May 3, 2025

Text: Editorial team

Image license: TAT Newsroom