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As a regional tourism hub, Thailand is enhancing connectivity across ASEAN.
Thailand Steals the Spotlight at ATF 2025
The Tourism Authority of Thailand (TAT) will participate in the ASEAN Tourism Forum (ATF) 2025, which will take place from January 15 to 17 at the Persada Johor International Convention Centre. Under the theme "Amazing Thailand Grand Tourism Year," TAT's pavilion will highlight Thailand's unique travel experiences and its contribution to regional tourism growth.
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“TAT’s participation in ATF 2025 reflects our dedication to building strong partnerships and positioning Thailand as a leader in ASEAN’s tourism landscape,” said Ms Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing – Asia and South Pacific.
“This key B2B platform allows us to enhance connectivity and deliver experiences that resonate with global audiences. The Amazing Thailand Grand Tourism Year campaign invites the world to explore Thailand’s vibrant energy, cultural richness, and endless opportunities for discovery.”
Thailand Pavilion: A Showcase of Excellence
Located at Booth 41, the 90-square-metre Thailand Pavilion highlights five key experiences: Taste, Try, Buy, Seek, and See. Seven Thai tourism operators engage with international buyers through B2B meetings, fostering partnerships and expanding opportunities.
Visitors can enjoy traditional Thai snacks, complimentary Wi-Fi, and immersive cultural displays. An interactive Information Counter using digital QR codes provides travel insights and recommendations.
Media Briefing: A Vision for Thailand’s Tourism Future
At the media briefing, Miss Denduen Luengcheng, the TAT executive director of advertising and public relations, reviewed Thailand’s tourism achievements and goals. In 2024, the country welcomed 35.5 million international visitors, over 30% of whom were from ASEAN.
She also introduced the “5 Must-Do in Thailand” experiences. Visitors can Taste culinary treasures ranging from street food to Michelin-starred dining, including Thailand’s first 3-Michelin-star restaurant. They can Try Muay Thai or wellness retreats offering ozone therapy, immunity boosts, and traditional massages for rejuvenation.
The Buy experience highlights premier shopping destinations like One Bangkok and Emsphere, offering unique souvenirs and luxury retail options connected by the BTS Skytrain. The Seek experience invites travellers to explore hidden gems like Chiang Rai’s scenic landscapes and Prachuap Kiri Khan’s tranquil beaches. Finally, See showcases Thailand’s vibrant calendar of events, including the Songkran Water Festival, MotoGP races, and the SEA Games, ensuring memorable moments year-round.
Enhancing Connectivity and Regional Collaboration
As a regional tourism hub, Thailand is enhancing connectivity across ASEAN. In 2024, the aviation sector experienced a 26% growth, with new routes introduced by airlines including AirAsia, Vietravel Airlines, Lao Airlines, and Malindo Airways. Additionally, streamlined border processes and the new Bangkok-Vientiane train service have improved land connectivity, making cross-border travel more accessible.
TAT’s presence at ATF 2025 highlights its focus on advancing sustainable tourism growth and solidifying Thailand’s position as a premier destination in ASEAN and beyond. Through initiatives like the Amazing Thailand Grand Tourism and Sports Year 2025 and Amazing Thailand: Your Stories Never End campaign, TAT inspires travellers to discover Thailand’s unique blend of culture, adventure, and relaxation.