In 2024, Thailand had a record number of international visitors, more than 35 million people, and revenue exceeding 1.8 trillion Baht from tourism. This is a testament to the country’s comeback as a leading global destination and sets the stage for even greater achievements in 2025. The Tourism Authority of Thailand (TAT) targets 36 to 39 million tourists with revenue of 1.98 to 2.23 trillion Baht in the new year. Declared the “Amazing Thailand Grand Tourism and Sports Year,” the nation is gearing up to enthrall the world through cultural immersion, innovative events, and sustainable tourism projects next year.

Thailand owes this year’s success to a combination of strategic policies and well-executed campaigns. TAT Governor Thapanee Kiatphaibool pointed out that visa exemptions for citizens of 93 countries and the removal of immigration forms at key border crossings have greatly increased the country's appeal, adding that such streamlined entry processes encouraged millions to choose to travel to the country.

Nonetheless, the success of this effort relied heavily on the aviation sector, as international airlines resumed suspended routes and opened new ones connecting Thailand to both primary and secondary cities around the world. In 2024, the total seat capacity doubled compared to 2023, making it easier than ever to visit the country. During the peak December season, over 311 additional flights created 70,000 more seats, ensuring seamless access to the country.

In addition, Thailand hosted many high-profile events, which attracted people worldwide. The Amazing Thailand Countdown 2024 and the Maha Songkran World Water Festival 2024 captivated audiences around the world.

The country also found a way to leverage pop culture by promoting attractions in popular TV shows, music videos, and international films to attract tourists from various short-haul and long-haul markets.

Looking ahead, Thailand is determined to build on this momentum. Amid a challenging global environment, the “Amazing Thailand Grand Tourism and Sports Year 2025” will focus on hosting world-class events and showcasing the rich cultural heritage of the country. This is part of the tourism authority’s commitment to improving travel convenience for visitors, rewarding travelers with exclusive benefits, and collaborating with international influencers to amplify the country’s global appeal.

Thailand remains an international premier destination with its eyes set on sustainable growth and unparalleled visitor experiences. In the next few years, the nation will take its rightful place as a leading destination for innovation and excellence in the global travel industry.