Thailand expands into Middle East Market

Thailand

The Tourism Authority of Thailand (TAT) marks its 25th year at the Arabian Travel Market (ATM), held from 28 April to 1 May 2025. As part of the “Amazing Thailand Grand Tourism and Sports Year 2025”, the Thai Pavilion serves as a dynamic hub for business and cultural exchange, while TAT also strengthened ties with leading regional travel partners—Emirates, Etihad, and dnata Travel.

TAT Governor, Ms. Thapanee Kiatphaibool, stated: “The Middle East is one of Thailand’s most valued markets, and as we launch the ‘Amazing Thailand Grand Tourism and Sports Year 2025,’ we reaffirm our commitment to offering experiences that resonate—from world-class wellness and cultural heritage to sports tourism. We look forward to welcoming even more Middle Eastern visitors to discover the beauty, warmth, and diversity of Amazing Thailand.”

Located in Hall 7 at booth AS7510, the Thai Pavilion spans 315 square metres and was officially opened by Thailand’s Ambassador to the UAE, H.E. Mr. Sorayut Chasombat, alongside Ms. Thapanee and executives from TAT and Team Thailand.

This year, the pavilion hosts 55 Thai tourism operators—from leading travel companies to niche local businesses—engaging directly with buyers from across the region. It showcases Thailand’s diverse tourism offerings, from wellness and luxury to cultural and eco experiences, encouraging deeper exploration beyond traditional destinations.

Designed under the theme “Thailand’s Charm”, the pavilion reflects Thai elegance and hospitality while spotlighting the “Thailand’s 5 Must Do” experiences. It features dedicated zones for business meetings, media interviews, cultural demonstrations, travel information, and guest hospitality.

Cultural activities run throughout the event, including live demonstrations of hand-painted umbrellas and fans from Chiang Mai’s San Kamphaeng district—symbols of Northern Thai craftsmanship. Daily cultural showcases highlight major Thai festivals such as the Maha Songkran World Water Festival, Loi Krathong, the Isan Rocket Festival, and the UNESCO-recognised Nora dance of Southern Thailand. The opening ceremony featured “Suvarnabhumi”, a contemporary performance celebrating the rich heritage of the Golden Triangle.

On opening day, TAT also signed Memorandum of Cooperation with Emirates, represented by Mr. Orhan Abbas, Senior Vice President of Commercial Operations Far East, and Etihad, represented by Group CEO Mr. Antonoaldo Neves. A separate agreement was signed with dnata Travel, represented by Mr. John Bevan, further strengthening Thailand’s tourism ties with the Middle East.

That same evening, TAT hosted the media launch of the Amazing Thailand Grand Tourism and Sports Year 2025. The campaign focuses on five strategic pillars—Grand Festivity, Grand Moment, Grand Privilege, Grand Invitation, and Grand Celebration—designed to spotlight Thailand’s culture, lifestyle, and expanding role in global tourism and sports. Guests were also introduced to new initiatives to enhance the visitor experience, including the rollout of the Thailand Digital Arrival Card (TDAC) from 1 May to streamline entry.

TAT also unveiled targeted experiences for key market segments. Wellness-focused retreats in Samui and holistic treatments in Bangkok aim to position Thailand as a global medical and wellness hub. Family-friendly getaways, like organic farmstays in Khao Yai and wildlife safaris in Kui Buri, cater to Middle Eastern family travellers. For Gen Y and Z, urban shopping districts and Bangkok’s Creative Districts offer vibrant lifestyle and cultural appeal.

The Middle East continues to be a crucial market for Thailand with 162,790 travellers from the region have visited Thailand as of 22 April 2025. Middle Eastern visitors stay an average of 13.6 days and spend nearly 90,000 Baht per trip, with over half being first-time travellers. Their top activities include enjoying Thai cuisine, beaches, wellness, nightlife, and exploring historical sites, with favourite destinations including Bangkok, Phuket, Krabi, Chon Buri, and Surat Thani. By the end of the year, TAT hopes to bring in 1.1 million arrivals form the Middle East and the Africa, generating over 98 billion Baht.