2025-03-04
Thailand marks its presence at the world's largest travel trade fair, ITB Berlin 2025, with a comprehensive focus on tourism and national soft power. Prime Minister Phaethongthan Chinnawat is leading the delegation, along with 160 Thai tourism companies, to strengthen the country's international attractiveness and highlight new perspectives on Thai tourism.
Thailand strengthens its tourism profile in Europe
ITB Berlin, which is organized for 58th time, is a central platform for the global travel industry. Thailand has participated 50 times and this year the focus is on renewing and strengthening the brand "Amazing Thailand" with the theme "Amazing Thailand Grand Tourism and Sports Year 2025".
The Thai delegation includes hoteliers, tour operators, tourist attractions and local authorities looking to build relationships with international players. In addition to business meetings and networking, press conferences and campaigns are being organized to highlight Thailand's unique offerings.
Soft power and sports tourism at the center
Prime Minister Phaethongthan Chinnawat and Tourism Authority of Thailand (TAT) places great emphasis on marketing Thailand through "soft power", where culture, food, music and sports play a central role.
- Sports tourism: With the new theme “Grand Tourism and Sport Year”, Thailand wants to profile itself as a international destination for sporting events. It includes golf trips, water sports, marathons and Thai boxing (Muay Thai).
- Food and culture: Thailand continues to invest in gastronomic tourism, where internationally recognized rights such as mango sticky rice and pad thai is highlighted.
- Film and pop culture: Thai films and series have received increased global attention, which is being used to strengthen tourism attraction.
Stronger cooperation with EU countries
During ITB Berlin, the Prime Minister will meet with Thai trade and tourism representatives stationed in Europe. The focus is on strengthening collaborations with key tourism markets such as Germany, France and the UK. With increasing numbers of European visitors, Thailand wants to broaden its offering by investing more in sustainable tourism, exclusive travel experiences and attractive destinations for digital nomads.
The role of tourism in Thailand's economy
Tourism is one of Thailand's most important economic sectors. In 2024, Thailand welcomed 35,3 million visitors and the forecast for 2025 is over 40 million. The government sees a strong tourism sector as crucial to increasing investment and strengthening the country's economy.
By participating in ITB Berlin 2025, Thailand hopes to further develop its global image, attract more international visitors and position itself as a world-leading tourism destination.
Read more about Thailand's tourism initiatives and soft power
Thailand's presence at ITB Berlin 2025 is part of a larger strategy to strengthen the country's tourism through soft power and cultural export initiatives. Want to know more about how Thailand is positioning itself internationally? Read our related articles:
- Thai food as soft power – a global export success
How Thailand's food culture has become a driving force for tourism and economic growth.- Muay Thai World Festival 2025 – Major investment in sports tourism
Thailand's investment in Muay Thai as a global attraction and tourism engine.- Thailand Grand Tourism 2025 – The year that will put the country in the world spotlight
The government's major initiative to attract more international visitors and position Thailand as a world-leading tourist destination.
Text: The editorial staff
Image license: Johnny Gios, Unsplash, original image