Thailand is deepening its tourism engagement with the Middle East as it marks 25 years of participation at the Arabian Travel Market (ATM), held from April 28 to May 1, 2025. As part of its “Amazing Thailand Grand Tourism and Sports Year 2025” campaign, the Tourism Authority of Thailand (TAT) unveiled a vibrant pavilion aimed at boosting business ties and cultural exchange. The Thai delegation also signed key cooperation agreements with leading regional travel companies including Emirates, Etihad, and dnata Travel.
TAT Governor Thapanee Kiatphaibool said the Middle East is a vital market for Thailand’s tourism growth. “We are committed to delivering experiences that Middle Eastern travellers value—wellness, cultural heritage, and sports tourism,” she said. “We look forward to welcoming more visitors to experience the beauty, warmth, and diversity of Amazing Thailand.”
Focus on Wellness, Luxury, and Cultural Tourism
The Thai Pavilion, located in Hall 7 at booth AS7510, covers 315 square metres. It was officially opened by Thailand’s Ambassador to the UAE, H.E. Sorayut Chasombat, alongside Governor Thapanee and other senior officials. The space showcases Thai hospitality and elegance under the theme “Thailand’s Charm”, and highlights the “Thailand’s 5 Must Do” travel experiences.
A total of 55 Thai tourism operators are participating this year, representing a wide range of services—from major travel firms to small niche businesses. These operators are engaging directly with buyers from across the region, promoting a variety of offerings such as wellness retreats, luxury stays, eco-tourism, and cultural experiences.
The pavilion includes zones for business meetings, media interviews, cultural displays, and visitor services. Live demonstrations from Chiang Mai’s San Kamphaeng district, including traditional umbrella and fan painting, offer a glimpse into Northern Thai craftsmanship. Daily shows feature Thai festivals such as Maha Songkran, Loi Krathong, the Isan Rocket Festival, and the UNESCO-listed Nora dance from the South.
A special opening performance titled “Suvarnabhumi” celebrated the cultural richness of Thailand’s Golden Triangle region.
Strategic Partnerships to Drive Tourism
On the first day of the event, TAT signed Memoranda of Cooperation with major regional carriers. Emirates was represented by Orhan Abbas, Senior Vice President for Commercial Operations Far East, while Etihad’s Group CEO Antonoaldo Neves attended on behalf of the airline. Another agreement was signed with dnata Travel, represented by CEO John Bevan. These partnerships aim to boost travel flows and promotional efforts across the Middle East.
Later that evening, TAT hosted a media launch for the Amazing Thailand Grand Tourism and Sports Year 2025. The campaign highlights five key themes—Grand Festivity, Grand Moment, Grand Privilege, Grand Invitation, and Grand Celebration—to promote Thailand’s evolving tourism and sports sectors. The event also introduced the Thailand Digital Arrival Card (TDAC), which will be available from May 1 to simplify the entry process for international travellers.
Targeted Experiences for Middle Eastern Visitors
TAT is rolling out a series of experiences tailored to the preferences of Middle Eastern travellers. Wellness retreats in Koh Samui and holistic medical treatments in Bangkok aim to strengthen Thailand’s role as a global wellness destination. Family-focused packages such as organic farm stays in Khao Yai and wildlife safaris in Kui Buri appeal to travellers with children. For younger tourists from Gen Y and Z, Bangkok’s modern shopping areas and Creative Districts offer lifestyle and cultural attractions.
Strong Growth and High Spending from the Region
As of April 22, 2025, Thailand has welcomed 162,790 travellers from the Middle East. These visitors stay an average of 13.6 days and spend nearly 90,000 Baht per trip. More than half are first-time visitors. Popular activities include trying Thai food, enjoying beach holidays, attending wellness retreats, experiencing nightlife, and visiting cultural sites. Bangkok, Phuket, Krabi, Chon Buri, and Surat Thani remain the top destinations.
TAT aims to attract 1.1 million visitors from the Middle East and Africa by the end of 2025, generating over 98 billion Baht in revenue.
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