Thai Premier reveals tourism vision at ITB Berlin 2025

Thai Prime Minister Paetongtarn Shinawatra unveiled a bold vision for sustainable high-value tourism at the Amazing Thailand Networking Event at ITB Berlin 2025. 

In her remarks, she underscored sustainable tourism as a key pillar of Thailand’s strategy, driving economic growth and world-class visitor experiences through initiatives that promote sustainability, seamless travel, soft power industries, medical and wellness tourism, and visitor safety.

Shinawatra likewise reaffirmed Thailand’s commitment to sustainability, innovation, and inclusivity, inviting global travellers to participate in the Amazing Thailand Grand Tourism and Sports Year 2025.

Furthermore, she affirmed that the initiatives delineated in the vision will strengthen Thailand’s position as a global leader in responsible travel, aiming for 39 million visitors and €98 billion in 2025.

The Thai Premier also visited the Thailand Pavilion which represents the Tourism Authority of Thailand (TAT)’s 50th anniversary at the event and highlights the country’s Sustainable Soft Power strategy.

Sustainability and soft power

Sustainability remains central to Thailand’s overall tourism strategy, with Green Destinations expanding and sustainability standards strengthening. 

As host of the Global Sustainable Tourism Council Conference next year, Thailand is fostering an eco-friendly tourism industry through public-private partnerships.

At the same time, Thailand is streamlining its visa processes, introducing an online Arrival Card, and upgrading biometric entry systems. 

Expanded aviation infrastructure, on the other hand, will accommodate 250 million passengers annually, while public transport enhancements will improve connectivity to creative districts and green spaces. 

Thailand’s cultural heritage and soft power boost its global tourism appeal: The Michelin Guide partnerships elevate Thai cultural identity and cuisine, while the current season of HBO’s The White Lotus put Thailand on the map as a preferred filming location.

Healing and safety to the fore

Also, as the ASEAN’s leading medical and wellness Hub, Thailand offers accredited healthcare, competitive pricing, and world-renowned hospitality. 

The sector, valued at €28.4 billion, continues to expand as more patients come to the country for various treatments.

Ensuring visitor safety is also a government priority, with strengthened emergency response systems, enhanced security at tourist sites, and robust safety measures across all destinations.