Sweden And Germany Joins France, US, Norway, UK And More Long‑Haul Countries In Catalyzing Interest As Thailand Draws Visitors With Trusted Thailand Certification And Amazing Thailand Campaigns

Published on December 29, 2025

Sweden and Germany joins long‑haul markets such as France, the US, Norway, the UK, and more, are playing pivotal roles in catalyzing Thailand’s tourism boom in 2025. This surge in visitors can be attributed to Thailand’s strategic initiatives, including the Trusted Thailand certification, which reassures travelers about safety and hygiene standards, and the Amazing Thailand campaigns, which continue to capture global attention. With these new efforts, the country is attracting high‑value tourists and rebuilding traveler confidence after challenging years, positioning Thailand as one of the most sought‑after destinations worldwide.

Thailand’s tourism sector is experiencing an exciting surge in 2025, driven by an influx of visitors from long‑haul markets like Sweden, Germany, France, the US, Norway, and the UK, among others. This revival comes as the Tourism Authority of Thailand (TAT) accelerates efforts to not only rebuild but surpass previous tourism milestones. With a focus on high‑value travel, TAT is utilizing a range of strategies, including the Trusted Thailand certification, Amazing Thailand campaigns, and an enticing array of new initiatives to create a dynamic and robust tourism environment. These efforts, combined with the rise of regional markets and innovative promotional campaigns, have resulted in a remarkable year for Thailand’s travel and tourism industry.

A New Direction for Thailand’s Tourism in 2025

In 2025, Thailand’s tourism strategy shifted towards a new, more sustainable model based on “Value Over Volume.” After a challenging period marked by natural disasters, border disputes, and concerns over scams, the country’s tourism has rebounded through a combination of proactive marketing, stronger safety protocols, and revamped offerings tailored to high‑value tourists. The “Value Over Volume” approach is a direct response to the challenges of the previous year and aims to attract tourists who will contribute significantly to the economy, both in terms of spending and frequency of visits.

TAT’s official goal for 2025 was set to achieve a revenue of 2.78 trillion baht, a 7% increase from 2024’s 2.6 trillion baht. To meet this target, Thailand is focusing on attracting 36.7 million foreign visitors and 205 million domestic trips. These ambitious goals are not only about numbers but also about quality experiences that ensure longer stays, higher spending, and repeat visits.

Long-Haul Countries Driving the Surge in Thailand Tourism

A key component of this tourism surge is the arrival of travelers from long‑haul countries. Traditionally, short‑haul markets like Malaysia and China were the main contributors to Thailand’s tourism growth, but recent trends show that long‑haul visitors are now playing a pivotal role.

Top Long-Haul Markets Boosting Thailand’s Tourism

Thailand’s tourism growth in 2025 owes much to the strong contribution of long‑haul markets. These markets have added a substantial number of visitors, thanks to direct flights, improved connectivity, and strong brand recognition of Thailand’s tourism offerings. Key countries driving the growth include:

• Sweden
• Germany
• France
• United States
• Norway
• United Kingdom
• Australia
• Canada
• Italy
• Russia

These countries have significantly increased their share of visitors to Thailand, joining a list of core long‑haul contributors.

Top Long-Haul Markets (Visitor Arrival Data)

The Amazing Thailand Campaign and Trusted Thailand Certification

To capture the attention of long‑haul travelers, TAT’s Amazing Thailand campaign has been instrumental. By leveraging global celebrities like Lisa Lalisa Manobal, TAT has rejuvenated its appeal to travelers, especially from Asian markets, while attracting visitors from Europe and the United States. The teaser advertisement released in January 2026 featuring Lisa has already created significant anticipation, as her influence has proven to boost interest in destinations she endorses. Her involvement in the campaign is expected to magnify the “Lisa Effect”, which saw a measurable increase in tourism when she featured Thailand in her music videos and social media posts.

The Trusted Thailand certification has been another key tool for instilling confidence among international travelers. Introduced as part of the country’s safety measures during the pandemic, the certification is a testament to the government’s commitment to maintaining high hygiene and safety standards across hotels, resorts, restaurants, and transportation services. This certification has been crucial in reassuring tourists from long‑haul countries that Thailand is a safe and welcoming destination.

New Thailand: A Focus on Night Tourism and Wellness

As part of its tourism recovery strategy, TAT has been pushing for an expanded night tourism experience. The launch of major events such as Vijit Chao Phraya 2025 drew over 1.7 million visitors, generating more than 5.5 billion baht in economic circulation. With over 45 days of immersive experiences, Thailand’s night tourism initiatives are creating new travel opportunities for visitors, particularly those from long‑haul countries, who often seek vibrant cultural experiences beyond traditional daytime sightseeing.

Another key element of the “New Thailand” vision is wellness and healing tourism. TAT’s new campaign, “Amazing Thailand: Healing is the New Luxury,” reframes Thailand as a destination that offers relaxation, physical recharge, and mental wellness — a growing sector that has gained traction globally, especially among long‑haul visitors looking for a rejuvenating escape.

Thailand’s Strategic Focus on Regional and Global Markets

While the long‑haul markets have proven to be critical to the country’s recovery and growth, TAT has also strategically targeted regional markets to ensure a diversified visitor base. Countries like India, Malaysia, and China continue to form the backbone of inbound tourism to Thailand. The country’s proximity and cultural appeal to Southeast Asian nations have made it a top destination for both tourists and business travelers from these regions.

However, TAT’s 2025 strategy emphasizes the importance of focusing on high‑value tourism from short‑haul and long‑haul countries. The combination of luxury travel, sustainability initiatives, and an expanded night tourism portfolio aims to position Thailand as not just a budget destination, but a premium, high‑value travel experience.

Trusted Thailand’s Role in Rebuilding Confidence

Rebuilding confidence, especially after a tumultuous few years, has been central to Thailand’s approach in 2025. The “Trusted Thailand” certification plays a pivotal role in this strategy. By ensuring travelers that the country’s tourism infrastructure maintains the highest standards of hygiene and safety, the certification has been critical in attracting high‑spending tourists from Europe and the Americas who are more cautious and selective in their travel choices.

Forecast for 2026 and Beyond

Looking ahead, TAT has set its sights on even more ambitious targets for 2026. With a revenue goal of 2.78 trillion baht and expectations to welcome 36.7 million foreign visitors, Thailand is poised to continue its tourism boom. The country’s unique blend of cultural experiences, wellness tourism, and innovative marketing strategies, combined with the growing presence of long‑haul markets, ensures that Thailand will remain a leading global travel destination for years to come.

Conclusion

Sweden, Germany, France, Norway, the US, Australia, and the UK are among the long‑haul countries that have driven Thailand’s tourism boom in 2025. These countries, along with the rise of new campaigns such as Amazing Thailand and the Trusted Thailand certification, have significantly contributed to the country’s success. Thailand’s commitment to safety, luxury, and cultural experiences has positioned it as one of the most sought‑after destinations, with millions of visitors arriving to experience everything from wellness retreats to vibrant city festivals.

Sweden and Germany] joins with long‑haul countries like France, the US, Norway, and the UK, are driving Thailand’s tourism boom in 2025 due to the country’s new marketing campaigns and the Trusted Thailand certification, which enhance its appeal as a safe and premium travel destination.

As TAT continues to expand its reach and refine its offerings, Thailand is set to welcome even more travelers in 2026, solidifying its place as a global tourism leader.