Johor Bahru, Malaysia, 15 January 2025 – The Tourism Authority of Thailand (TAT) is participating in the ASEAN Tourism Forum (ATF) 2025, held from 15–17 January at the Persada Johor International Convention Centre. Under the theme “Amazing Thailand Grand Tourism Year”, TAT’s Pavilion showcases Thailand’s unique travel experiences and its role in driving regional tourism growth.
“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 key B2B platform allows us to enhance connectivity and deliver experiences that resonate with global audiences. The Amazing Thailand Grand Tourism Year campaign invites the world to explore Thailand’s vibrant energy, cultural richness, and endless opportunities for discovery.”
Thailand Pavilion: A Showcase of Excellence
Located at Booth 41, the 90-square-metre Thailand Pavilion highlights five key experiences: Taste, Try, Buy, Seek, and See. Seven Thai tourism operators engage with international buyers through B2B meetings, fostering partnerships and expanding opportunities.
Visitors can enjoy traditional Thai snacks, complimentary Wi-Fi, and immersive cultural displays. An interactive Information Counter provides travel insights and recommendations via digital QR codes.
Media Briefing: A Vision for Thailand’s Tourism Future
At the media briefing, TAT Executive Director of Advertising and Public Relations, Miss Denduen Luengcheng, reviewed Thailand’s tourism achievements and goals. In 2024, the country welcomed 35.5 million international visitors, with over 30% from ASEAN.
She also introduced the “5 Must-Do in Thailand” experiences. Visitors can Taste culinary treasures ranging from street food to Michelin-starred dining, including Thailand’s first 3-Michelin-star restaurant. For rejuvenation, they can Try Muay Thai or wellness retreats offering ozone therapy, immunity boosts, and traditional massages.
The Buy experience highlights premier shopping destinations like One Bangkok and Emsphere, offering unique souvenirs and luxury retail options connected by the BTS Skytrain. The Seek experience invites travellers to explore hidden gems such as Chiang Rai’s scenic landscapes and Prachuap Kiri Khan’s tranquil beaches. Finally, See showcases Thailand’s vibrant calendar of events, including the Songkran Water Festival, MotoGP races, and the SEA Games, ensuring year-round memorable moments.
Enhancing Connectivity and Regional Collaboration
As a regional tourism hub, Thailand continues to strengthen connectivity across ASEAN. In 2024, the aviation sector expanded by 26%, with new routes from airlines such as AirAsia, Vietravel Airlines, Lao Airlines, and Malindo Airways. Land connectivity improved with streamlined border processes and the Bangkok-Vientiane train service, making cross-border travel more accessible.
TAT’s presence at ATF 2025 highlights its focus on advancing sustainable tourism growth and solidifying Thailand’s position as a premier destination in ASEAN and beyond. Through initiatives like the Amazing Thailand Grand Tourism and Sports Year 2025 and the Amazing Thailand: Your Stories Never End campaign, TAT inspires travellers to discover Thailand’s unique blend of culture, adventure, and relaxation.
