ITB Berlin 2025: Thailand's Prime Minister presents sustainable tourism strategy

Focus on sustainability, high-value tourism and cultural strength

Thailand's Prime Minister H.E. Paetongtarn Shinawatra presented an ambitious vision for sustainable and high-quality tourism at ITB Berlin 2025. As part of the "Amazing Thailand Networking Event" , she presented initiatives to promote sustainability, innovation and economic growth. Another special occasion was the 50th anniversary of the Tourism Authority of Thailand (TAT) at ITB, which was honored in the Thailand Pavilion.

Year-round event program strengthens soft power

Thailand invites travelers to experience 2025 as the "Amazing Thailand Grand Tourism and Sports Year". Highlights include:

- Thailand Summer Festivals
- Maha Songkran World Water Festival
- Pride Month
- Loi Krathong
- Amazing Thailand Countdown
- FIVB Women's Volleyball World Championship & SEA Games

These events are part of the soft power strategy that highlights Thailand's cultural heritage, gastronomy and sports. Collaborations with the Thailand Creative Culture Agency and the Michelin Guide also strengthen the global perception of Thailand's identity.

Sustainable development as a core element of the strategy

Sustainability remains a central concern: Green destinations will be expanded, and sustainability standards will be further improved. In addition, Thailand will host the Global Sustainable Tourism Council Conference in 2026 to raise awareness of environmentally friendly tourism.

In order to make tourism more sustainable and efficient, Thailand is focusing on digital innovations:

- Introduction of an online arrival card
- Expansion of biometric entry procedures
- Expansion of the aviation infrastructure for up to 250 million passengers per year
- Improving public transport for better connections to creative and green districts
- Booming film, health and wellness tourism

Thailand has established itself as a location for international film productions. A 30% film rebate program attracted over 400 international productions, including "The White Lotus - Season 3" and "Jurassic World" , and generated revenues of 18.65 billion euros (THB 6.58 billion).

At the same time, Thailand remains a leading ASEAN hub for medical and wellness tourism . With world-class healthcare services, attractive prices and world-renowned hospitality, this sector generates a turnover of 28.4 billion euros (THB 1 trillion).

Safety as a priority

To further strengthen tourism, the government is investing in increased security measures at tourist hotspots and in modern emergency management.

With these initiatives, Thailand aims to attract around 39 million visitors and generate 98 billion euros (THB 3.5 trillion) in revenue in 2025 - a significant leap compared to the 35 million visitors and 47.4 billion euros (THB 1.67 trillion) in 2024.

Prime Minister Paetongtarn Shinawatra's strategy underscores Thailand's role as a leading global destination for responsible, sustainable and quality tourism.