Bangkok, 2 October 2025 – Mr. Atthakorn Sirilatthayakorn, the newly appointed Minister of Tourism and Sports, has set out urgent tourism stimulus measures under the theme “Big Impact Act Fast” to accelerate Thailand’s recovery, generate income, and restore traveller confidence. During his visit to the Tourism Authority of Thailand (TAT) headquarters today, he was welcomed by Ms. Thapanee Kiatphaibool, TAT Governor, together with TAT executives and staff.
Mr. Atthakorn said, “Tourism is at the heart of Thailand’s economic recovery, and we must act with urgency and precision. By focusing on key source markets, reinforcing safety, and aligning with global events such as the SEA Games, we will ensure that Thailand remains one of the world’s most trusted and desirable destinations.”
The Minister emphasised the role of tourism as a vital engine of the national economy and outlined four priority measures. First, to drive international markets with ambitious targets over the next four months, focusing on seven high-potential markets: China, Japan, Korea, India, and the wider Middle East, including Saudi Arabia and the United Arab Emirates, while maintaining balance with other global markets. In particular, the “Welcome Back, China!” campaign will reinforce Thai–Chinese relations and restore strong momentum from this vital source market.
Second, to strengthen visitor confidence under the concept “Travel Safe, Worry Free” through enhanced safety services. These include the 24-hour Tourist Police Call Centre at 1155 and the multilingual Thailand Tourist Police mobile application, which supports eight languages, including English, Chinese, Japanese, Korean, and Russian, and offers incident reporting, information services, and an SOS function connected to provincial centres nationwide.
Third, to advance “Smart Safety, Smart Tourism” by applying technology to protect travellers. AI Detect systems will be used to scan faces and cross-check with national arrest warrant databases, helping to monitor high-risk individuals. This will be combined with publicity for designated “safe zones” at tourist sites across the country to assure both international visitors and local communities.
Fourth, under the principle “Thailand Together,” the Ministry will work with all sectors to ensure full readiness for the 33rd SEA Games in December, coinciding with the peak tourism season. TAT has been assigned to promote both the Games and nearby destinations, while Thai people are encouraged to serve as warm and responsible hosts to international visitors.
Ms. Thapanee Kiatphaibool, TAT Governor, said “TAT fully supports the Minister’s vision and will move forward with strong marketing campaigns, safety initiatives, and partnerships that showcase Thailand’s readiness. These efforts will reinforce traveller confidence, stimulate demand, and deliver sustainable economic benefits for the country.”
The measures highlight the government’s determination to revitalise tourism as a driver of national growth, improve safety and service standards, and maintain Thailand’s global reputation as a leading destination.
