The Tourism Authority of Thailand (TAT) looks back on a successful year in 2025 and presented its strategic guidelines for the upcoming season at ITB Berlin. Travel experiences that combine well-being, nature, and cultural encounters are at the center. In 2025, 32.9 million international guests traveled to Thailand, generating revenues of around 41.3 billion euros. The long-haul market developed particularly dynamically: for the first time, arrivals from long-haul markets exceeded the ten million mark. Germany remains one of the most important European source countries and was among the top five long-haul markets with around 966,000 guests.
Against this background, the TAT is further developing its strategic orientation. The goal is not only to increase the number of visitors but also to strengthen the economic and social benefits of tourism. To this end, Thailand is increasingly focusing on high-quality offers, longer stays, and travel forms that more strongly involve local communities. For 2026, the country aims for total tourism-related revenues of around 81 billion euros.
Bangkok has also a lot of Toplocations
The central motto is the campaign “Healing is the New Luxury.” It reflects a change in travel behavior: luxury is increasingly defined less by exclusivity and more by time, tranquility, and personal well-being. Thailand positions itself as a destination for experiences that combine relaxation, nature, and culture. Such offers can be found in many regions of the country. In northern Thailand, nature stays, yoga, and meditation offerings are the focus, while coastal regions such as Trat or Phang-nga combine quiet beaches with wellness and regional cuisine. At the same time, Thailand is further expanding its event profile. Festivals, cultural events, and congresses are intended to help distribute travel throughout the year and attract new target groups. Sustainability also remains a central component of tourism development, for example through programs for regenerative destinations and climate-conscious travel. Thailand remains particularly relevant for European markets: more than 55 percent of European guests visit the country for the first time, indicating the destination’s ongoing attractiveness.
Many Tourists like to support the Elephant Hospital in La,pang
About the Tourism Authority of Thailand Thailand is one of the most popular long-haul destinations for Germans. Magnificent temple complexes, spectacular dream beaches, and exotic nature make the Southeast Asian country a fascinating travel destination. Its unique welcoming culture is considered, alongside the scenic beauty and culinary diversity, to be probably Thailand’s strongest hallmark and causes many guests to return multiple times a year. In 2025, the Tourism Authority of Thailand celebrated its 65th anniversary and looked back on over six decades of Thai hospitality. The contact for German-speaking markets is the office of the Thai Tourism Authority based in Frankfurt.
There are many culture festivals with and for the people
