The Tourism Authority of Thailand (TAT) is participating in the ASEAN Tourism Forum (ATF) 2025, taking place from January 15 to 17 at the Persada Johor International Convention Centre. Under the theme “Amazing Thailand Grand Tourism Year,” TAT’s pavilion at the event is designed to showcase Thailand’s diverse travel experiences while highlighting the country’s role in driving regional tourism growth. Ms. Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing – Asia and South Pacific, emphasized that Thailand's participation in ATF 2025 underscores its commitment to building strong partnerships and solidifying its leadership in ASEAN’s tourism sector. The ATF serves as a vital B2B platform that enables TAT to enhance global connectivity and offer experiences that resonate with international audiences. The “Amazing Thailand Grand Tourism Year” campaign aims to invite global travelers to explore the country’s rich cultural heritage, vibrant energy, and myriad discovery opportunities.

The Thailand Pavilion, located at Booth 41, spans 90 square meters and highlights five key experiences: Taste, Try, Buy, Seek, and See. Seven Thai tourism operators engage with international buyers through B2B meetings, cultivating partnerships and expanding business opportunities. Visitors to the pavilion can sample traditional Thai snacks, enjoy complimentary Wi-Fi, and immerse themselves in cultural displays. An interactive Information Counter, featuring digital QR codes, offers visitors detailed travel insights and recommendations.

At a media briefing during the event, TAT’s Executive Director of Advertising and Public Relations, Miss Denduen Luengcheng, reviewed Thailand’s tourism accomplishments and outlined future goals. In 2024, Thailand welcomed 35.5 million international visitors, with over 30% of them coming from ASEAN countries. Miss Luengcheng also introduced the "5 Must-Do in Thailand" experiences. These include "Taste," where visitors can savor Thailand’s culinary delights, from street food to Michelin-starred dining, including the country's first 3-Michelin-star restaurant. The "Try" experience invites tourists to explore activities like Muay Thai and wellness retreats offering ozone therapy, immunity boosts, and traditional massages. The "Buy" experience highlights premier shopping destinations like One Bangkok and Emsphere, which offer unique souvenirs and luxury items connected by the BTS Skytrain. "Seek" encourages travelers to discover off-the-beaten-path locations such as the scenic landscapes of Chiang Rai and the tranquil beaches of Prachuap Kiri Khan. Finally, "See" focuses on Thailand's vibrant events calendar, including the Songkran Water Festival, MotoGP races, and the SEA Games, ensuring that there is something to enjoy year-round.

TAT’s efforts to enhance regional connectivity were also spotlighted at the event. In 2024, Thailand’s aviation sector grew by 26%, with new routes introduced by airlines such as AirAsia, Vietravel Airlines, Lao Airlines, and Malindo Airways. Land connectivity has also been bolstered through streamlined border processes and the launch of the Bangkok-Vientiane train service, making cross-border travel more accessible. TAT’s presence at ATF 2025 highlights the organization’s focus on advancing sustainable tourism and strengthening Thailand’s position as a top destination within ASEAN and beyond. Through initiatives such as the Amazing Thailand Grand Tourism and Sports Year 2025 and the "Amazing Thailand: Your Stories Never End" campaign, TAT aims to inspire travelers to experience Thailand’s unique blend of culture, adventure, and relaxation.