Thailand Unveils Plan: 39 Million Tourists Targeted in Berlin
Berlin, Germany — Prime Minister Paetongtarn Shinawatra unveiled an ambitious vision for Thailand’s tourism sector at the Internationale Tourismus-Börse Berlin 2025 (ITB Berlin 2025) on Wednesday. She outlined a comprehensive strategy to solidify the nation’s position as a premier global destination. Speaking at the Amazing Thailand Networking Event, the Prime Minister reaffirmed the government’s commitment to sustainable tourism practices, infrastructure improvements, and leveraging Thailand’s unique cultural appeal—its “soft power”—to attract a surge in international visitors.
This announcement coincides with the government’s designation of 2025 as the “Amazing Thailand Grand Tourism & Sports Year,” highlighting tourism’s crucial role in driving economic growth. Last year saw resounding success, with over 35 million international arrivals generating over €47.4 billion (1.7 trillion baht), approximately 15% of Thailand’s GDP. Building on this momentum, the government aims to welcome 39 million international tourists in 2025, generating €98 billion in revenue. Europe is expected to be a significant contributor, with projected visitor numbers reaching 10.6 million and generating an estimated €24.2 billion.
To achieve these goals, the Prime Minister outlined a multifaceted approach. Key initiatives include streamlining visa procedures and expanding visa exemptions for travelers from 93 countries and territories to enhance tourist convenience. Ensuring visitor safety is paramount, with the government implementing robust emergency response measures at popular tourist destinations.
Recognizing the importance of infrastructure, Ms. Paetongtarn detailed plans to transform Thailand into a regional aviation hub capable of handling 250 million passengers annually. This involves expanding existing airports (Suvarnabhumi and Don Mueang), upgrading facilities in U-Tapao, Phuket, and Chiang Mai, and constructing new airports, including the Andaman and Lanna airports. This significant investment reflects the government’s commitment to facilitating seamless travel experiences.
Beyond infrastructure, the Prime Minister emphasized showcasing Thailand’s unique cultural heritage. By nurturing local traditions and fostering innovation and a skilled workforce, the government aims to enhance the value proposition of Thai products and services, making them more appealing to international visitors. This focus on “soft power” acknowledges the vital role of cultural experiences in shaping memorable travel experiences.
Finally, Ms. Paetongtarn highlighted plans to establish Thailand as a global medical hub and promote ecotourism. These initiatives represent a long-term strategy for diversifying the tourism sector and attracting a wider range of travelers. By investing in these areas, Thailand aims to become not only a premier vacation destination but also a leader in medical tourism and sustainable travel practices. The Prime Minister’s address at ITB Berlin 2025 presented a dynamic vision of Thailand’s tourism future, showcasing a nation poised for significant growth and global recognition.
