Thai PM Paetongtarn Shinawatra Unveils Sustainable Tourism Vision at ITB Berlin 2025

Thailand at ITB Berlin 2025 

Thailand took center stage at ITB Berlin 2025 as Prime Minister H.E. Ms. Paetongtarn Shinawatra unveiled a bold vision for sustainable, high-value tourism. Speaking at the Amazing Thailand Networking Event, she reinforced the country’s commitment to sustainability, innovation, and inclusivity while officially launching the Amazing Thailand Grand Tourism and Sports Year 2025.

During her visit to the Thailand Pavilion, which marked the Tourism Authority of Thailand’s (TAT) 50th anniversary at ITB Berlin, PM Paetongtarn emphasized the importance of Thailand’s Sustainable Soft Power strategy. She invited global travelers to experience a year-long celebration filled with cultural festivals, sporting events, and enhanced travel experiences. Among the key highlights were the Thailand Summer Festivals, Maha Songkran World Water Festival, Pride Month, Loi Krathong, and the Amazing Thailand Countdown. Major sporting events, including the FIVB Women’s Volleyball World Championship and the SEA Games, also featured prominently in the 2025 tourism calendar.

PM Paetongtarn positioned sustainable tourism as a cornerstone of Thailand’s economic growth and visitor experience strategy. She outlined initiatives focused on environmental conservation, seamless travel, soft power industries, medical and wellness tourism, and visitor safety.

Sustainability remained a top priority, with the expansion of Green Destinations and the strengthening of sustainability standards across the tourism sector. As the host of the Global Sustainable Tourism Council Conference in 2026, Thailand demonstrated its leadership in fostering an eco-friendly tourism industry through public-private partnerships and responsible travel initiatives.

In addition to sustainability, the Thai government announced significant advancements in travel infrastructure. Visa processes were streamlined with the introduction of an online Arrival Card and upgraded biometric entry systems. Expanded aviation infrastructure was set to accommodate up to 250 million passengers annually, while improved public transport networks enhanced connectivity to creative districts and green spaces, making travel within Thailand more efficient and enjoyable.

Thailand at ITB Berlin 2025 

Thailand’s cultural heritage and soft power continued to drive its global tourism appeal. Strategic partnerships with the Michelin Guide elevated Thai cuisine and cultural identity, while the global success of the White Lotus series further cemented Thailand’s status as a premier filming destination. The government also reinforced its commitment to medical and wellness tourism, a sector valued at €28.4 billion (THB 1 trillion), offering world-class accredited healthcare, competitive pricing, and renowned hospitality.

Ensuring the safety and security of visitors remained a government priority. Strengthened emergency response systems, enhanced security at key tourist sites, and robust safety measures were implemented across all major destinations, ensuring a secure and welcoming environment for international travelers.

PM Paetongtarn concluded by reaffirming Thailand’s goal of becoming a global leader in responsible travel. With ambitious targets of 39 million visitors and €98 billion (THB 3.5 trillion) in tourism revenue for 2025—up from 35 million visitors and €47.40 billion (THB 1.67 trillion) in 2024—Thailand showcased its commitment to sustainable growth and world-class tourism experiences.

Web: https://www.tourismthailand.org/home