Thailand Welcomes the New Year with a Bang: Amazing Thailand Countdown and SEA Games Highlight Upcoming Global Tourism Events

Published on November 28, 2025

Thailand is setting the stage for an exciting high season in tourism with its highly anticipated year-end campaigns. As the country experiences an increase in both domestic and international tourism, the Tourism Authority of Thailand (TAT) is driving key initiatives to ensure a remarkable travel experience for visitors. With over 26 million international visitors already welcomed this year, Thailand is primed to captivate even more tourists with a mix of cultural, natural, and modern attractions. From royal development projects to events like the Amazing Thailand Marathon and Vijit Chao Phraya Light Show, there is something for every traveler.

For the domestic tourism market, Thailand’s TAT has launched the “Smiles of the Land” and “Listen to Your Heart, Never Forget Thailand” campaigns, encouraging both locals and tourists to embrace the beauty of Thailand’s many treasures. Whether it’s indulging in cultural explorations or wellness retreats, the diversity of Thailand’s offerings makes it a top destination for year-end travel. With promotions targeting families, solo travelers, and even affluent travelers, Thailand is well-positioned to close the year on a high note, attracting a variety of visitors.

Key Tourism Projects by TAT to Boost Year-End Travel

1. “Smiles of the Land” Campaign

The “Smiles of the Land” initiative invites Thai locals and international tourists to explore the royal development projects spearheaded by Her Majesty Queen Sirikit. These projects have transformed barren land into vibrant tourist destinations, showcasing Thailand’s commitment to sustainable development.

• Royal Development Projects: The campaign highlights areas where land reclamation and job creation have turned underdeveloped land into flourishing communities. Visitors will have the chance to explore these areas, learn about the environmental benefits, and witness how these projects have positively impacted local communities.
• Tourism and Economic Benefits: The focus on these developmental projects will not only educate visitors about Thailand’s rich history and commitment to progress but also stimulate local economies by bringing in tourists to secondary destinations that may not typically receive large crowds.

2. “Listen to Your Heart, Never Forget Thailand” Campaign

This domestic tourism campaign targets affluent Thai travelers who often consider traveling abroad. The goal is to remind them of Thailand’s many hidden gems and world-class attractions, offering experiences that meet their expectations for luxury, culture, and wellness.

• Target Groups: The campaign focuses on two main groups:
  • Solo Economy Travelers: This group includes individuals, particularly from the LGBT community, who seek personal happiness and wellness activities. They are attracted to spa resorts, romantic escapes, and other rejuvenating experiences.
  • Multi-Generation Families: For families with young children, the campaign encourages travel as a way to strengthen family bonds and foster growth through educational activities. Family-friendly hotels, theme parks, and cultural experiences are central to this initiative.
• Exclusive Offers: The campaign also offers discounts and special packages, such as 30% off at 200 hotels nationwide, available through the website .
• . This limited-time offer is available until November 30, 2025, and is valid for travel until March 2026, ensuring that travelers can plan their year-end holidays with peace of mind.

3. Key Events and Festivals to Attract Tourists

In addition to the marketing campaigns, Thailand is focusing on several major events and festivals that will drive tourism throughout the peak season.

• Vijit Chao Phraya Light Show: This stunning light and water show along the iconic Chao Phraya River offers tourists a chance to witness beautiful light displays while learning about the river’s cultural significance. The show is set to be a major draw for both local and international tourists.
• Amazing Thailand Marathon: Recognized as one of the world’s top marathons, this event attracts thousands of runners from across the globe. It’s an excellent opportunity for tourists to combine sport with travel, as the marathon route winds through Bangkok’s historic landmarks and modern developments.
• SEA Games 2025: This prestigious event will bring regional athletes to Thailand, further boosting tourism and highlighting the country’s capability to host international sporting events.
• Amazing Thailand Countdown: As the year wraps up, Thailand will host a spectacular New Year’s Eve celebration, featuring fireworks, live music, and global festivities. This is a major event for international travelers looking to ring in the new year in a dynamic, tropical destination.

4. Driving Tourism to Secondary Destinations

In order to spread the benefits of tourism beyond Thailand’s top cities, TAT is focusing on promoting both primary and secondary cities. Initiatives include joint promotions with major travel partners such as airlines, online travel agencies, and local businesses.

• Highlighting Hidden Gems: Secondary cities like Chiang Mai, Pattaya, and Phuket have long been popular, but with TAT’s new initiatives, lesser-known regions are seeing an influx of visitors. For instance, the northern region, with its mountain resorts and historical sites, is becoming a new favorite for both domestic and international tourists.
• Collaborations with Airlines and Agents: By working with airlines and OTAs, TAT is making it easier for travelers to book flights and accommodations, especially for those visiting lesser-known destinations.

5. Adjustments to Tourism Activities in Light of Her Majesty Queen Sirikit’s Passing

As part of the year-end activities, TAT is also adjusting its campaigns to pay tribute to Her Majesty Queen Sirikit. Her contributions to royal development projects and social welfare programs remain central to the campaign’s message.

• Cultural Sensitivity: The inclusion of royal projects in TAT’s marketing activities during this time allows visitors to learn about the queen’s legacy while also encouraging tourism to areas tied to her work.
• Respectful Commemoration: By blending celebrations with remembrance, the country ensures that tourists can appreciate Thailand’s royal history while respecting the solemnity of the moment.

Conclusion:

With a clear focus on both international and domestic tourism, Thailand is positioning itself to make the most of the high season. Through its impactful campaigns like “Smiles of the Land” and “Listen to Your Heart, Never Forget Thailand”, and the hosting of major events such as the Amazing Thailand Marathon and Vijit Chao Phraya Light Show, the country is ready to showcase its cultural depth, natural beauty, and modern attractions.

As the country celebrates the legacy of its royal development projects, while also catering to the evolving needs of tourists, Thailand is set to experience another booming year of tourism. Whether travelers are seeking luxury experiences, wellness retreats, or an exciting adventure across secondary destinations, Thailand offers it all.