"Thailand Highlights Sustainable Tourism and Soft Power at ITB Berlin 2025"

The Tourism Authority of Thailand (TAT) marks a significant milestone at ITB Berlin 2025, celebrating its 50th anniversary while expanding its presence under the “Amazing Thailand Grand Tourism and Sports Year 2025” initiative. Her Royal Highness Princess Ubolratana of Thailand reaffirmed her royal support for Thai tourism and culture during the event, while Prime Minister H.E. Ms. Paetongtarn Shinawatra highlighted Thailand’s commitment to establishing itself as a sustainable, high-value global destination.

Held from March 4 to 6, 2025, at Messe Berlin Exhibition Ground in Germany, ITB Berlin continues to be the world’s premier travel trade show. Reflecting the “Ignite Thailand’s Tourism” policy, the Thailand Pavilion has been expanded to an impressive 1,820 square meters, tripling its previous size. The pavilion underscores Thailand’s dedication to global tourism, embracing the themes of “Sustainable Thailand Soft Power” while showcasing the country’s rich culture, innovation, and sustainability-driven tourism.

A Commitment to Sustainability and Innovation

TAT Governor Ms. Thapanee Kiatphaibool emphasized the significance of Thailand’s presence at ITB Berlin, noting that the expanded pavilion, digital advancements, and sustainability focus reflect the country’s commitment to promoting high-value, sustainable tourism. The “Amazing Thailand Grand Tourism and Sports Year 2025” initiative aims to highlight Thailand’s cultural richness, soft power, and innovative approaches to further establish the nation as a leading global travel destination.

The Thailand Pavilion in Hall 26B hosts over 150 Thai tourism operators, including hotels, destination management companies, attractions, wellness providers, and tourism businesses from Thailand’s lesser-known provinces. The pavilion also features a Partner Organisations Area, showcasing key stakeholders such as the Thailand Privilege Card, the Department of Tourism, the Designated Areas for Sustainable Tourism Administration, the Sports Authority of Thailand, Airports of Thailand, major airlines, and tourism associations.

Five Zones of Thai Excellence

Blending Thai identity with global appeal, the pavilion is divided into five distinct zones. The Business Meeting and Provincial Areas connect Thai sellers with international buyers, while the Partner Organisation Areas focus on promoting sustainable tourism. The Saneh Thai (Soft Power) Area highlights Thailand’s rich culture through Food, Fashion, Fight (Muay Thai), Festivals, and Films. The Tourist City Area offers a spotlight on hidden gem provinces, and the Sports Tourism Area promotes Muay Thai and adventure tourism.

On March 4, Her Royal Highness Princess Ubolratana visited the Thailand Pavilion, participating in a traditional Thai fabric bag decoration activity that celebrated local craftsmanship. This interactive display invited visitors to explore the origins of materials, engage with local communities, and participate in workshops. Additionally, the Som Tam (Papaya Salad) live preparation was showcased as part of the “5 Must-Do in Thailand” concept, promoting Gastronomy Tourism as a key pillar of Thailand’s Soft Power.

Strengthening Regional Partnerships

On March 5, Prime Minister H.E. Ms. Paetongtarn Shinawatra visited the Thailand Pavilion and presided over the Amazing Thailand Networking Event. During the event, she outlined Thailand’s tourism vision and officially launched the “Amazing Thailand Grand Tourism and Sports Year 2025” in the European market.

The Thailand Mini Mart, now in its 10th year at ITB Berlin, took place from March 5 to 6, connecting Thai tourism operators with European buyers and fostering business opportunities that strengthen TAT’s regional partnerships.

Promoting Thailand’s Heritage and Sustainability

The SANEH THAI Showcase & Thailand Sustainability Now Zone celebrates “The Charm of Thailand,” blending the country’s cultural heritage with sustainable tourism practices. The zone features regional crafts under the “5 Must-Do in Thailand” theme, alongside the “Scents of Thai” workshop and showcases Thailand’s Green Destinations Map and the Krabi Sustainable Tourism Model. The SANEH THAI Café highlights Thailand’s gastronomic delights, offering GI-certified tea, coffee, and cocoa, as well as miniature models of Michelin-recognized dishes from 17 provinces. Signature flavors such as Tom Yum Goong (UNESCO-listed), Larb Gai, and premium Thai chocolate are also featured.

Digital Transformation in Thai Tourism

The Travel Tech Zone at the pavilion introduces cutting-edge projects that are driving Thailand’s digital tourism transformation. Among the highlights is the debut of the TATAI System—developed in collaboration with Google. This AI-driven tourism data hub offers real-time assistance through the TAT website, providing seamless travel planning. A 3D hologram display demonstrates the system’s capabilities. Additionally, the Digital Marketing Innovation for Thai Tourism Businesses introduces an AI-powered video tool, enabling Thai operators to create customized promotional content via a simple QR code download.

Setting Ambitious Tourism Goals

TAT views its participation in ITB Berlin 2025 as crucial to achieving Thailand’s ambitious tourism goals for 2025. The country is aiming to attract 39 million visitors and generate 3.5 trillion Baht in tourism revenue. European arrivals are expected to grow from 7.05 million in 2024 to 10.62 million in 2025, with Germany projected to contribute 1.05 million visitors, solidifying its role as a key source market for Thai tourism.

With its focus on sustainability, innovation, and cultural richness, Thailand’s expanded presence at ITB Berlin 2025 reflects its ongoing commitment to positioning itself as a premier destination for global travelers.