Bangkok, 2 October 2025 – The Tourism Authority of Thailand (TAT), in collaboration with the Thailand Tourism Council (TCT) and industry stakeholders, has launched a new joint tourism strategy to strengthen the nation’s tourism industry with a clear focus on sustainable growth. The announcement introduced fresh marketing directions, unveiled the latest Thai Tourism Confidence Index, outlined long-term development plans, and showcased a line-up of flagship festivals and digital initiatives set to drive travel demand in the final quarter of 2025.
Ms. Thapanee Kiatphaibool, TAT Governor, said “This joint strategy reflects TAT’s vision of 360-degree partnerships, bringing together government, industry, and communities to drive tourism forward. By raising standards, fostering innovation, and aligning investment with sustainability, we aim to strengthen Thailand’s competitiveness and reinforce its position as a leading global destination.”
The high-profile event brought together leading figures from across Thailand’s tourism ecosystem, underscoring nationwide commitment to sustainable development. In attendance were TAT Governor Ms. Thapanee and Deputy Governor for Marketing Communications Mr. Nithee Seeprae, along with executives from TCT including President Mr. Chai Arunananondchai, Vice President Mr. Bhummkitti Raktaengam, and Secretary-General Mr. Jeerayu Jarukittivorakan. They were joined by Mr. Kriengkrai Thiennukul, President of the Federation of Thai Industries; Mr. Jiraphant Asavatanakul, Vice Chairman of the Thai Chamber of Commerce; Mr. Jiradej Huayhongthong, President of the Thai Transportation Operators Association; and Mr. Thienprasit Chaiyapatranun, President of the Thai Hotels Association.
Industry perspectives were shared in a panel discussion on “The Next Steps for Thailand’s Tourism Industry with the Government of Thailand,” while Assoc. Prof. Phakakrong Thepraks from Rajamangala University of Technology Srivijaya presented the Thai Tourism Confidence Index and a review of tourism performance in Q3 2025. TAT’s Mr. Nithee outlined domestic and international marketing directions, complemented by Ms. Rung Kanchanawiroj, TAT Executive Director of Planning Department, who detailed long-term strategic development plans.
To stimulate demand in the fourth quarter of 2025, TAT is rolling out a series of flagship festivals and activities. Highlights include the Amazing Thailand Grand Diwali Festival 2025 (16–20 October) at Khlong Ong Ang in Bangkok to attract Indian travellers, Nihao Month targeting the Chinese market during Mid-Autumn and Golden Week, and a spectacular Loi Krathong Festival in Sukhothai with light-and-sound performances (Sukhothai Light & Sound 2025, 27 October–5 November). The Vijit Chao Phraya 2025 event will be extended to 45 days from 1 November to 15 December, followed by the Amazing Thailand Marathon 2025 in Bangkok (30 November), and culminating with nationwide Amazing Thailand Countdown celebrations.
In parallel, TAT is advancing digital innovation through the new TAT CONNEX platform, designed to connect tourism operators with influencers to co-create travel content, expand marketing reach, and strengthen Thailand’s reputation as a world-class quality destination.
