Crowd in the check-in hall at Suvarnabhumi Airport in Bangkok - travelers at queues and counters

Thailand aims for 2200 billion baht in tourism revenue – new major investment in 2025

2025-04-12

Thailand is making a major push to re-establish itself as one of the world’s most attractive travel destinations. The “Amazing Thailand Grand Tourism & Sports Year 2025” campaign aims to increase tourism revenues to over 2200 billion baht, with a focus on new markets and longer stays.

Tropical beach with palm trees and clear turquoise water in Thailand - popular destination for sun and swimming
Exotic beaches like this are an important part of Thailand's tourism strategy, where natural experiences complement culture, events and sports.

New strategy for new travelers

According to Thailand's tourism authorities, Chinese visitors have decreased slightly compared to previous years, but this is being offset by increased travel flows from other countries. India, South Korea and Russia in particular have become strong markets.

The Thai Ministry of Tourism is now planning targeted campaigns towards these countries, while also encouraging longer stays, cultural experiences and sports-related tourism.

Sports and events in focus

The theme for this year's tourism campaign is linked to both travel and sports. The authorities want to attract visitors to major events in areas such as golf, running, water sports and Thai boxing. The new slogan is intended to reflect both Thailand's rich cultural heritage and its modern event offering.

Muay Thai fighter in the ring after a match – part of Thailand's sports tourism and cultural identity
Muay Thai is not only Thailand's national sport – it is also a rapidly growing tourist attraction with competitions, training camps and exhibitions all over the country.

Tourist revenue to boost the economy

The tourism target for 2025 is set at 2200 billion baht – a figure that the government hopes to reach through increased visits from both foreign and Thai travelers.

According to statistics, the number of international tourists has increased significantly during the end of 2024 and the beginning of 2025. December recorded the highest figures to date – followed by continued strong months in January and February.

Number of tourists to Thailand per month, March 2024 to February 2025
Chart from TradingEconomics showing tourist arrivals to Thailand month by month. Source: Ministry of Tourism & Sports via TradingEconomics

According to NBT, the government sees this as a key to economic recovery after the pandemic and the global uncertainty of recent years.

Focus on quality over quantity

Tourism Authority also emphasizes that the goal is not just more tourists – but the right tourists. The focus is on visitors who contribute to the local economy, respect the environment and culture, and choose sustainable alternatives.

Related content about tourism in Thailand

Source: NBT World / PRD

Text: The editorial staff

Image license: Mikhail Esteves, Flickr, original image

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