At the Amazing Thailand Networking Event at ITB Berlin 2025, Thailand’s Prime Minister, H.E. Ms. Paetongtarn Shinawatra, unveiled a comprehensive vision for sustainable tourism. Her presentation also featured a visit to the Thailand Pavilion, celebrating the Tourism Authority of Thailand’s 50th anniversary and emphasizing the nation’s commitment to its Sustainable Soft Power strategy.
During her speech, Prime Minister Paetongtarn reaffirmed Thailand’s dedication to sustainability, innovation, and inclusivity, inviting global travelers to join the “Amazing Thailand Grand Tourism and Sports Year 2025.” The year-long celebration will include major events such as the Thailand Summer Festivals, Maha Songkran World Water Festival, Pride Month, Loi Krathong, and the Amazing Thailand Countdown. In addition, significant sports events like the FIVB Women’s Volleyball World Championship and the SEA Games will also take place.
The Prime Minister emphasized that sustainable tourism is a cornerstone of Thailand’s long-term strategy. She outlined how the country plans to boost economic growth and provide world-class experiences for visitors by focusing on sustainability, seamless travel, soft power industries, and medical and wellness tourism. Ensuring the safety of all visitors is also a top priority.
As part of its commitment to sustainability, Thailand is strengthening its Green Destinations and sustainability standards. The country is set to host the Global Sustainable Tourism Council Conference in 2026, aiming to further promote eco-friendly tourism through public-private partnerships.
Thailand is also making significant strides in improving its tourism infrastructure. Visa processes are being streamlined with an online Arrival Card and upgraded biometric entry systems. Additionally, the country’s aviation infrastructure will be expanded to accommodate 250 million passengers annually, while enhanced public transport will improve access to creative districts and green spaces.
Thailand’s rich cultural heritage continues to attract global attention. Partnerships with the Michelin Guide have helped promote Thai culture and cuisine, while the success of shows like White Lotus has established the country as a popular filming location.
The country is also a leader in medical and wellness tourism. As ASEAN’s top destination for healthcare, Thailand offers world-class medical services, competitive pricing, and renowned hospitality. The medical tourism sector, valued at €28.4 billion (THB 1 trillion), continues to grow.
To ensure the safety of visitors, the Thai government has strengthened emergency response systems, improved security at tourist sites, and put in place enhanced safety measures across all destinations.
Prime Minister Paetongtarn concluded her remarks by projecting that these initiatives will strengthen Thailand’s position as a global leader in responsible travel. The country aims to welcome 39 million visitors and generate €98 billion (THB 3.5 trillion) in tourism revenue in 2025, a significant increase from 35 million visitors and €47.4 billion (THB 1.67 trillion) in 2024.
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