The Tourism Authority of Thailand (TAT) is making a significant splash at the ASEAN Tourism Forum (ATF) 2025, held from January 15 to 17 at the Persada Johor International Convention Centre. With the unveiling of the “Amazing Thailand Grand Tourism Year” campaign, TAT is showcasing the nation’s rich cultural offerings, diverse travel experiences, and its role in driving tourism growth across the ASEAN region.
Speaking at the event, Ms. Pattaraanong Na Chiangmai, Deputy Governor for International Marketing – Asia and South Pacific at TAT, emphasized Thailand’s commitment to bolstering regional tourism. “Our participation in ATF 2025 underscores Thailand’s dedication to fostering strong partnerships within ASEAN and establishing ourselves as a leader in regional tourism,” she said. “The Amazing Thailand Grand Tourism Year invites the world to experience Thailand’s dynamic culture, its vibrancy, and the endless opportunities it offers for discovery.”
Thailand Pavilion: A Gateway to Unique Experiences
TAT’s 90-square-meter pavilion at Booth 41 offers a dynamic presentation of Thailand’s tourism assets, organized around five core themes: Taste, Try, Buy, Seek, and See. The pavilion hosts seven Thai tourism operators, who engage with international buyers through B2B meetings to expand business opportunities and foster new collaborations.
Visitors to the pavilion can enjoy traditional Thai snacks, access complimentary Wi-Fi, and engage with interactive cultural displays. An information counter, equipped with digital QR codes, offers real-time travel insights and recommendations to further enhance the experience.
A Vision for Thailand’s Tourism Future
During a media briefing, TAT’s Executive Director of Advertising and Public Relations, Miss Denduen Luengcheng, highlighted Thailand’s tourism achievements and future ambitions. In 2024, the country welcomed 35.5 million international visitors, with over 30% of those coming from ASEAN nations.
She also introduced the “5 Must-Do in Thailand” experiences, each designed to appeal to global travelers. These include savoring the country’s culinary offerings—from street food to Michelin-starred dining, including Thailand’s first 3-Michelin-star restaurant. Visitors can also try their hand at Muay Thai or unwind at wellness retreats offering ozone therapy, immunity boosters, and traditional massages.
The Buy experience emphasizes Thailand’s premier shopping destinations such as One Bangkok and Emsphere, where visitors can purchase unique souvenirs and luxury goods, all easily accessible via the BTS Skytrain. The Seek experience invites travelers to discover off-the-beaten-path destinations, including the serene beaches of Prachuap Kiri Khan and the scenic landscapes of Chiang Rai. Lastly, See highlights Thailand’s vibrant calendar of events, including the world-renowned Songkran Water Festival, MotoGP races, and the SEA Games, offering travelers year-round opportunities for unforgettable experiences.
Strengthening Connectivity Across ASEAN
Thailand continues to enhance its regional connectivity, making it easier for travelers to explore the country and beyond. In 2024, the aviation sector grew by 26%, with new flight routes introduced by airlines such as AirAsia, Vietravel Airlines, Lao Airlines, and Malindo Airways. Additionally, improved land connectivity through streamlined border processes and the launch of the Bangkok-Vientiane train service has made cross-border travel more seamless.
TAT’s presence at ATF 2025 underscores the country’s focus on sustainable tourism growth. With campaigns like the Amazing Thailand Grand Tourism and Sports Year 2025 and the Amazing Thailand: Your Stories Never End, TAT is committed to inspiring travelers to discover the diverse mix of culture, adventure, and relaxation that Thailand offers—establishing the nation as a premier destination not just in ASEAN, but globally.
