TTM+ 2025 Showcases Thailand’s Sustainability
At the Thailand Travel Mart Plus (TTM+) 2025, the Tourism Authority of Thailand (TAT) showcased its Thailand Product Update to international buyers and media representatives. Mr. Nithee Seeprae, the TAT Deputy Governor for Marketing Communications, led the session, which highlighted the country’s tourism strategy, product developments, and its strong commitment to a sustainable, high-value future.
“Thailand’s tourism direction for 2025 is clear—we’re creating high-value experiences rooted in culture, wellness, and sustainability,” said Mr. Nithee.
“This is not just about growth in numbers, but about enriching every journey and ensuring tourism benefits both visitors and local communities.”
In support of the Amazing Thailand Grand Tourism and Sports Year 2025, the government has introduced new measures to improve the visitor experience. These include relaxed alcohol regulations and a simplified online Arrival Card. Additionally, a wider variety of immersive tourism products is being developed to encourage longer stays and promote deeper cultural engagement.
The product update emphasized wellness tourism, highlighting experiences inspired by Lanna’s heritage. Visitors can engage all five senses through traditional treatments like the Tok Sen massage, herbal aroma therapies, and locally sourced wellness cuisine that reflects the regional identity.
TAT’s wellness and medical tourism strategy highlights what makes each region of Thailand special. In Northern Thailand, you can find spas like Fah Lanna Spa and ZiRa Spa that offer yoga, folk dance, and Lanna-inspired treatments. In the Central region, places such as The Soul in Saraburi and ChivaRak Wellness in Phetchaburi combine traditional and modern therapies. Along the Gulf of Thailand, spas like MASON and SPA Cenvaree provide a relaxing atmosphere with Thai healing practices.
Food is an important part of Thailand’s tourism. The Michelin Guide Thailand 2025 lists over 400 restaurants, with 50 in Chiang Mai. Sorn is the first restaurant in Thailand to earn three Michelin stars. The “Wellness on a Plate” initiative promotes healthy and sustainable Thai dishes made with local ingredients, as seen in restaurants like Blackitch in Chiang Mai.
Chiang Mai is becoming a top cultural and sustainable destination. Later this year, Lannatique by AWC will open, offering a new lifestyle experience that combines art, culture, food, and eco-friendly design. In November, the Blue Jasmine Rail Journey will start, providing a luxury nine-day trip from Bangkok to Chiang Mai. This journey will include special cultural and culinary stops in five provinces.
Thailand is making progress with its national green agenda. Sixteen destinations are now part of the Green Destinations framework. This year, Nan Old Town won Asia’s only Gold Award. The Tourism Authority of Thailand (TAT) introduced the Krabi Prototype, which is a model for low-carbon, community-based tourism. In Ko Ngai and Thung Yee Peng villages, initiatives show how conservation and tourism can work well together.
To ensure safety and build traveller confidence, the Ministry of Tourism and Sports is enhancing emergency response systems and enforcing strong safety protocols throughout the country’s tourism infrastructure.
A calendar of cultural and tourism events will keep people engaged throughout the year. Key events include Pride Month celebrations across the country, the Phi Ta Khon Festival in Loei, and popular music festivals like Summer Sonic Bangkok, Rolling Loud Thailand in Pattaya, and Wonderfruit in Chon Buri. Traditional events, such as the Phuket Vegetarian Festival and the Festival of Lights, which features Loi Krathong and Vijitr Chao Phraya, will lead into the Amazing Thailand Countdown 2026.
Sports tourism is a crucial component of Thailand’s soft power strategy. Notable events in this sector include the ONE Championship Muay Thai series, the FIVB Women’s Volleyball World Championship, the Amazing Thailand Marathon held in Bangkok, and the upcoming 33rd SEA Games, which will take place in December.
This year’s TTM+ 2025 will feature 406 international buyers, 35.27% of whom will be first-time participants, and 450 seller booths. Among these booths will be 50 winners of the Thailand Tourism Awards and 30 exhibitors from lesser-known cities. The event is expected to generate over 13,000 business appointments and approximately 4.2 billion baht in tourism revenue. In line with its sustainability theme, TTM+ also incorporates carbon tracking, offsetting, and corporate social responsibility (CSR) activities, such as donating event furniture to local schools.
As of 2025, Thailand will have welcomed over 14 million international visitors, with China, Malaysia, India, Russia, and South Korea being the top source markets.
Leave a comment