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| Thailand at ITB Berlin 2025 |
Her Royal Highness Princess Ubolratana graced the event, reaffirming her royal support for Thai tourism and culture. Meanwhile, Prime Minister H.E. Ms. Paetongtarn Shinawatra highlighted Thailand’s dedication to becoming a sustainable, high-value tourism hub. This year, Thailand’s presence at ITB Berlin tripled in size, with a pavilion spanning 1,820 square meters, showcasing the “Sustainable Thailand Soft Power” concept and the country’s rich cultural heritage.
TAT Governor Ms. Thapanee Kiatphaibool emphasized the significance of Thailand’s enhanced presence at ITB Berlin 2025, underscoring the nation’s digital advancements, sustainability initiatives, and focus on high-value tourism. The Thailand Pavilion, located in Hall 26B, featured over 150 Thai tourism operators, including hotels, destination management companies, and wellness providers, as well as representatives from lesser-known provinces keen to attract international visitors.
The pavilion was divided into five zones, each highlighting key aspects of Thai tourism. The Business Meeting and Provincial Areas facilitated connections between Thai sellers and global buyers, while the Partner Organisations Area promoted sustainable tourism initiatives. The Saneh Thai (Soft Power) Area showcased Thailand’s cultural richness through its “5F” soft power pillars: Food, Fashion, Fight (Muay Thai), Festivals, and Films. The Tourist City Area highlighted hidden gem provinces, and the Sports Tourism Area focused on Muay Thai and adventure tourism.
Among the many engaging activities, Her Royal Highness Princess Ubolratana participated in a Thai fabric bag decoration workshop, celebrating local craftsmanship. A live Som Tam (Papaya Salad) preparation session also took place, showcasing the country’s renowned gastronomy tourism. These interactive experiences invited visitors to immerse themselves in Thailand’s culture and heritage.
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| Thailand at ITB Berlin 2025 |
A key highlight of ITB Berlin 2025 was the 10th annual Thailand Mini Mart, held from 5-6 March, which fostered business opportunities by connecting Thai tourism operators with European buyers. Meanwhile, the Tourism Information Services counter provided visitors with insights into Thailand’s diverse destinations and experiences, with promotional materials available in video and e-brochure formats.
The SANEH THAI Showcase & Thailand Sustainability Now Zone further celebrated the charm of Thailand by blending cultural heritage with sustainable tourism. Visitors explored regional crafts, participated in a “Scents of Thai” workshop, and discovered sustainability initiatives like the Thailand Green Destinations Map and the Krabi Sustainable Tourism Model. The SANEH THAI Café presented a culinary journey featuring Michelin-recognized dishes from 17 provinces, along with signature Thai flavors such as Tom Yum Goong (UNESCO-listed), Larb Gai, and premium Thai chocolate.
In line with its commitment to digital transformation, Thailand introduced groundbreaking innovations at ITB Berlin 2025. The Travel Tech Zone featured the debut of the TATAI System, an AI-driven tourism data hub developed with Google, offering real-time travel assistance through a 3D hologram display. Additionally, an AI-powered video tool enabled Thai tourism businesses to create customized promotional content via QR code download, enhancing marketing efforts worldwide.
With ambitious tourism goals set for 2025, TAT aimed to attract 39 million international visitors and generate 3.5 trillion Baht in revenue. European arrivals were expected to surge from 7.05 million in 2024 to 10.62 million in 2025, with Germany projected to contribute 1.05 million visitors. Thailand’s strategic presence at ITB Berlin 2025 reinforced its role as a leading global travel destination, championing sustainability, cultural richness, and digital innovation.
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