Thailand’s bold aim to achieve 3.5 trillion baht in total tourism revenue for 2025 is now in jeopardy, prompting a strategic reassessment by the Thai government. In light of recent developments—most notably an earthquake in neighboring Myanmar—Prime Minister Paetongtarn Shinawatra has called for a full-scale review of the country’s tourism roadmap.

Originally, the government planned to earn 2.32 trillion baht from international tourists, targeting 39 to 40 million foreign arrivals, alongside 1.17 trillion baht from domestic tourism, powered by 203 million local trips. However, with global uncertainties mounting, the Prime Minister admitted that reaching these targets, particularly from international markets, will be increasingly challenging.

During a high-level meeting with the Ministry of Tourism and Sports and the Tourism Authority of Thailand (TAT)on April 11, Shinawatra emphasized the importance of realigning strategies to secure 2 trillion baht in international tourism revenue, matching the country’s record performance in 2019, which saw 39.8 million foreign tourists.

2025 had been branded as the “Amazing Thailand Grand Tourism and Sports Year,” with a vision to revive pre-pandemic tourism levels through longer stays and higher tourist spending. However, setbacks such as natural disasters and safety concerns have disrupted momentum.

In response, the government is placing renewed emphasis on luxury tourism and health and wellness travel, targeting affluent travelers, retirees, and digital nomads. The focus is shifting from volume to per capita expenditure, seeking quality over quantity in visitor demographics.

Minister of Tourism and Sports Sermsak Pongpanit confirmed that the government is recalibrating its efforts, especially in the wake of a slower-than-expected recovery from the Chinese market. The original forecast of 8 million Chinese tourists has now been revised to 6.7 million, mirroring 2024 figures after a weak Q1 showing.

To counterbalance the dip in Chinese arrivals, Thailand is pivoting to high-value markets such as Europe, Shanghai, and the Middle East, while also enhancing domestic tourism in both primary cities and lesser-known destinations to stimulate grassroots economic growth.

Despite the challenges, Thailand recorded a modest 0.94% increase in international arrivals from January to April 2025 compared to the same period last year. Officials remain cautiously optimistic as they implement strategic adjustments to achieve their ambitious revenue goal by the end of the year.