Tourism Authority of Thailand Drives Thailand’s Tourism Growth at ITB Berlin 2025 with a 50th Anniversary Pavilion Dedicated to Sustainable and High-Value Travel Experiences

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Marking half a century of promoting Thailand’s tourism excellence, the Tourism Authority of Thailand (TAT) is making a grand statement at ITB Berlin 2025. This milestone event sees Thailand expanding its presence under the banner of “Amazing Thailand Grand Tourism and Sports Year 2025,” reflecting the nation’s strengthened commitment to global tourism, cultural heritage, and sustainability-driven initiatives. Her Royal Highness Princess Ubolratana reaffirmed her enduring support for Thailand’s tourism and cultural heritage, while Prime Minister H.E. Ms. Paetongtarn Shinawatra highlighted the nation’s vision for a high-value, sustainable global tourism destination.

Taking place from March 4-6, 2025, at Messe Berlin Exhibition Grounds, ITB Berlin remains the premier global travel trade event. Thailand’s enhanced participation aligns with the “Ignite Thailand’s Tourism” strategy, tripling the Thailand Pavilion’s size to 1,820 square meters. This expanded presence underscores Thailand’s commitment to sustainable tourism, innovation, and cultural excellence on the world stage.

TAT Governor Ms. Thapanee Kiatphaibool stated: “Thailand’s presence at ITB Berlin, with an expanded pavilion, digital advancements, and a strong focus on sustainability, underscores our commitment to high-value, sustainable tourism. Through ‘Amazing Thailand Grand Tourism and Sports Year 2025,’ we highlight Thailand’s cultural richness, soft power, and innovation to further strengthen the country’s position as a leading global travel destination.”

Thailand Pavilion: A Hub of Cultural and Business Engagement

Situated in Hall 26B, the Thailand Pavilion features over 150 Thai tourism operators, including luxury hotels, destination management firms, attractions, wellness providers, and businesses from lesser-known provinces. A dedicated Partner Organisations Area highlights key stakeholders such as 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 prominent tourism associations.

Designed to blend Thai heritage with modern global appeal, the pavilion is divided into five zones:

• Business Meeting and Provincial Areas: Connecting Thai sellers with international buyers.
• Partner Organisation Area: Showcasing sustainable tourism initiatives.
• Saneh Thai (Soft Power) Area: Highlighting Thailand’s cultural strengths in food, fashion, Muay Thai, festivals, and film.
• Tourist City Area: Promoting hidden gem provinces.
• Sports Tourism Area: Featuring adventure tourism and traditional Thai boxing.

Royal and Government Endorsements Elevate Thailand’s Presence

On March 4, Her Royal Highness Princess Ubolratana visited the pavilion, engaging in a traditional Thai fabric bag decoration activity that celebrated Thailand’s artisanal craftsmanship. Visitors were invited to explore the origins of materials, interact with local communities, and participate in hands-on workshops. Meanwhile, the live preparation of Som Tam (papaya salad), a ‘Must Taste’ experience under the “5 Must-Do in Thailand” concept, spotlighted Thailand’s gastronomy tourism, enticing global visitors with its rich flavors and cultural significance.

On March 5, Prime Minister H.E. Ms. Paetongtarn Shinawatra attended the pavilion before presiding over the Amazing Thailand Networking Event. She outlined the country’s tourism policies and officially launched “Amazing Thailand Grand Tourism and Sports Year 2025” in the European market, reinforcing Thailand’s dedication to sustainable and high-value tourism.

Business Opportunities and Tourism Innovation Take Center Stage

From March 5-6, the Thailand Mini Mart, now in its 10th year at ITB Berlin, served as a platform for Thai tourism operators to connect with European buyers, fostering new business partnerships and strengthening regional collaborations.

A Tourism Information Services counter provided in-depth insights into Thailand’s destinations, services, and travel experiences, supported by digital promotional materials in video and e-brochure formats.

The SANEH THAI Showcase & Thailand Sustainability Now Zone celebrated the “Charm of Thailand” by blending cultural heritage with sustainable tourism practices. Visitors explored regional crafts under the “5 Must-Do in Thailand” theme, participated in the “Scents of Thai” workshop, and discovered sustainable tourism models such as the Thailand Green Destinations Map and the Krabi Sustainable Tourism Model.

The SANEH THAI Café, under the “Must Taste” initiative, introduced visitors to Thailand’s unique culinary landscape. Featuring GI-certified tea, coffee, and cocoa, Michelin-recognized dishes from 17 provinces, and UNESCO-listed flavors like Tom Yum Goong, the café showcased Thailand’s renowned food culture, further cementing its position as a top culinary destination.

Embracing Digital Innovation for Future Tourism Growth

The Travel Tech Zone at ITB Berlin 2025 spotlighted Thailand’s advancements in digital tourism. Debuting at the event, the AI-powered TATAI System, developed in collaboration with Google, introduced a state-of-the-art tourism data hub. With real-time assistance available on the TAT website, the system enhances travel planning experiences through an interactive 3D hologram display.

Additionally, the Digital Marketing Innovation for Thai Tourism Businesses unveiled an AI-driven video tool that enables Thai tourism operators to generate customized promotional content via QR code downloads, further streamlining digital engagement with global travelers.

Thailand Eyes Strong European Growth in 2025

TAT views ITB Berlin 2025 as a crucial stepping stone toward achieving its tourism target of 39 million international visitors and 3.5 trillion Baht in revenue for the year. European arrivals are forecast to rise from 7.05 million in 2024 to 10.62 million in 2025, with Germany alone projected to contribute 1.05 million visitors. These figures underscore Thailand’s growing appeal among European travelers and its strong positioning as a premier global destination.

By showcasing a dynamic mix of cultural heritage, sustainability, and digital innovation at ITB Berlin 2025, Thailand continues to strengthen its reputation as a must-visit destination, ensuring a bright and prosperous future for its tourism industry.