Tourism Authority of Thailand Launches Domestic Tourism Drive with 26 Campaigns and 27 Events for June-September, Targeting 1.17 Quadrillion Baht in Revenue

The Tourism Authority of Thailand's domestic market division showcased strong first-quarter results from January to March 2025, generating 275,037 million baht in tourism revenue across the country with a 2.21% increase compared to the same period last year. The agency welcomed 51.2 million domestic visitor arrivals, up 2.04%, with average spending of 3,867 baht per person per trip and hotel occupancy rates averaging 74.89%. Revenue distribution across regions showed the Central and Western regions leading with 53,010 million baht, followed by the South with 52,412 million baht, and Bangkok with 51,281 million baht. Top-performing provinces included Bangkok, Chon Buri, Chiang Mai, Chiang Rai, Prachuap Khiri Khan, Phuket, Phetchaburi, Krabi, Kanchanaburi, and Surat Thani.

For the second half of the year from June through September 2025, the authority is implementing a comprehensive domestic tourism stimulus under the campaign 'Thai Charm: Feel All The Feelings,' leveraging the viral popularity of singer LISA, who serves as Thailand's tourism brand ambassador. The 45 Tourism Authority offices and two tourism centers nationwide will showcase the '5 Must Do in Thailand' travel experience concept through festivals, activities, routes, and promotions coordinated with partner airlines, hotels, travel platforms, credit card companies, and private sector partners. The initiative spans all five regions with 26 campaigns and 27 events designed to increase travel frequency, distribute tourism revenue, and promote sustainable travel practices.

The Central region campaign emphasizes 'Travel Central, Travel Close, Travel Easy, Travel Now' with five campaigns and four highlight events targeting high-value tourism segments including food enthusiasts, health-conscious travelers, pet lovers, and childless couples, while promoting diverse experiences from coastal destinations to natural attractions, local communities, and floating markets. The Northeast region campaign highlights 'Isan Traditions: The Path of Faith' with five campaigns and five events celebrating regional culture, festivals, faith-based attractions, music, and lifestyle. The Eastern region offers 'Colors of the East' with five campaigns and five events combining coastal and forest attractions, local culture, distinctive cuisine, fruit orchards, sports tourism, and health-focused travel experiences.