Thailand Showcases “Amazing Thailand Grand Tourism Year” at ATF 2025 in Malaysia

ASEAN Tourism Forum (ATF) 2025

The Tourism Authority of Thailand (TAT) is spotlighting Thailand’s dynamic tourism offerings at the ASEAN Tourism Forum (ATF) 2025, held from January 15–17 at the Persada Johor International Convention Centre in Johor Bahru, Malaysia. Under the banner “Amazing Thailand Grand Tourism Year”, TAT’s participation underscores Thailand’s commitment to driving regional tourism growth and fostering international partnerships.

“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 premier B2B platform serves as a stage for Thailand to engage with global audiences, highlight its cultural and natural richness, and reinforce its role as a regional tourism hub.

Thailand Pavilion: A Hub of Inspiration

The Thailand Pavilion, located at Booth 41, spans 90 square metres and invites visitors to explore Thailand’s diverse travel experiences through the 5 Must-Do in Thailand concept:

1. Taste: Delight in culinary treasures, from street food to Michelin-starred dining.
2. Try: Engage in wellness retreats, Muay Thai, and traditional Thai massages.
3. Buy: Discover luxury retail and unique souvenirs at premier shopping hubs like One Bangkok and Emsphere.
4. Seek: Uncover hidden gems, including Chiang Rai’s serene vistas and Prachuap Kiri Khan’s tranquil beaches.
5. See: Experience Thailand’s vibrant events, such as the Songkran Water Festival, MotoGP races, and the SEA Games.

Seven Thai tourism operators are present to connect with international buyers through business meetings, fostering collaboration and opening new opportunities. Visitors can also enjoy traditional Thai snacks, complimentary Wi-Fi, and immersive cultural displays.

Media Briefing: Celebrating Success and Charting the Future

TAT’s media briefing at ATF 2025 offered a deep dive into Thailand’s tourism achievements and goals. Miss Denduen Luengcheng, TAT Executive Director of Advertising and Public Relations, highlighted that in 2024, Thailand welcomed 35.5 million international visitors, with over 30% from ASEAN nations.

She emphasized the “5 Must-Do in Thailand” experiences and revealed new tourism campaigns, including Amazing Thailand: Your Stories Never End, which aims to inspire travellers to create unforgettable memories.

Enhancing Connectivity Across ASEAN

As a regional tourism leader, Thailand continues to expand its connectivity:

• Aviation Growth: A 26% increase in routes with airlines like AirAsia, Lao Airlines, and Malindo Airways.
• Land Travel Improvements: Streamlined border processes and enhanced train services, including the Bangkok-Vientiane route, make cross-border travel seamless.

Sustainable Growth and Year-Round Attractions

TAT’s focus at ATF 2025 extends beyond numbers, prioritizing sustainable tourism and showcasing Thailand’s year-round appeal. The Amazing Thailand Grand Tourism and Sports Year 2025 campaign highlights Thailand as a destination rich in culture, adventure, and relaxation, promising experiences that cater to every traveller.

With its strategic presence at ATF 2025, Thailand solidifies its position as a premier destination in ASEAN, inviting the world to explore its unique blend of tradition, modernity, and endless discovery.