Thailand Targets 33 Million Tourists, Pushes Domestic Travel Subsidy
Thailand aims for 33 million tourists by year-end and is pushing a domestic travel subsidy program worth 4 billion baht to boost visitor numbers and spending during the high season.
The Ministry of Tourism and Sports is stepping up efforts to stimulate tourism during the final four months of the year as the high season approaches, seeking to draw visitor numbers and revenue closer to original forecasts. Thailand has faced multiple headwinds since the start of the year, including regional conflicts, economic challenges, and energy concerns, keeping tourist arrivals slightly below projections. From January 1 to September 5, 2025, Thailand welcomed 21.28 million international visitors, down 3.12 percent year-on-year, generating 1.04 trillion baht in revenue. Top source markets included China, Malaysia, India, Russia, and South Korea.
Tourism Minister Surasak Pancharoen revealed that a key government policy is shifting Thai tourism from volume-driven to value-driven growth, emphasizing high-value experiences that competitors find difficult to replicate while enhancing safety for both visitors and residents. On the Thailand Travel Plus subsidy scheme, the ministry and TAT have submitted proposals to the Finance Ministry, with outcomes expected by September 8. The initiative proposes approximately 4 billion baht in emergency loan-funded support, comprising roughly 3 billion baht for accommodation subsidies (up to 3,000 baht per person per entitlement for 1 million recipients) and 1 billion baht in e-coupons (1,000 baht per person per entitlement). The coupons would expand beyond restaurants to include beauty, spa, and other tourism-related services.
Minister Pancharoen stressed that the ministry prefers a co-payment model over flat-rate support to encourage public participation and stimulate broader economic circulation. Support levels of around 2,000 baht per accommodation entitlement combined with 1,000 baht in e-coupons would carry stronger incentive weight than smaller amounts.
Meanwhile, TAT Governor Thapanet Giatyipboon outlined plans for the final four months centered on market rebalancing, prioritizing emerging markets, regional neighbors, and domestic tourism. The focus will shift tourism activities toward creating memorable experiences rather than merely driving visitor numbers. The TAT will promote new products emphasizing health and wellness tourism.
