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Thailand Showcases Sustainable Tourism and Soft Power at ITB Berlin 2025
The
Tourism Authority of Thailand (TAT) marks its 50th year at ITB Berlin 2025, expanding
its presence under the “Amazing Thailand Grand Tourism and Sports Year 2025” initiative.
Her Royal Highness Princess Ubolratana reaffirmed her royal support for Thai tourism
and culture, while Prime Minister H.E. Ms. Paetongtarn Shinawatra emphasised Thailand’s
commitment to becoming a sustainable, high-value global destination.
Held
from 4-6 March 2025 at Messe Berlin Exhibition Ground, Germany, ITB Berlin remains
the world’s leading travel trade show. Aligned with the “Ignite Thailand’s Tourism”
policy, the Thailand Pavilion has tripled to 1,820 square metres, reinforcing Thailand’s
global tourism brand while embracing “Sustainable Thailand Soft Power” and highlighting
its culture, innovation, and sustainability-driven tourism.
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.”
Located
in Hall 26B, the Thailand Pavilion hosts over 150 Thai tourism operators, including
hotels, destination management companies, attractions, and wellness providers, alongside
tourism businesses and operators from hidden gem provinces. It also features a Partner
Organisations Area, showcasing 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 tourism
associations.
Blending
Thai identity with global appeal, the pavilion features five zones: Business Meeting
and Provincial Areas connect Thai sellers with international buyers, Partner Organisation
Areas promote sustainable tourism, and the Saneh Thai (Soft Power) Area highlights
Thai culture through Food, Fashion, Fight (Muay Thai), Festivals, and Films. The
Tourist City Area showcases hidden gem provinces, while the Sports Tourism Area
focuses on Muay Thai and adventure tourism.
On
4 March, Her Royal Highness Princess Ubolratana visited the Thailand Pavilion, joining
a traditional Thai fabric bag decoration activity celebrating local craftsmanship.
The display invites visitors to explore material origins, engage with communities,
and participate in workshops. Meanwhile, the Som Tam (Papaya Salad) live preparation,
a ‘Must Taste’ experience under the “5 Must-Do in Thailand” concept, highlights
Gastronomy Tourism as a key pillar of Thailand’s Soft Power, attracting global visitors
with its rich regional flavours and cultural significance.
On
5 March, Prime Minister H.E. Ms. Paetongtarn Shinawatra visited the Thailand Pavilion
before presiding over the Amazing Thailand Networking Event, where she outlined
Thailand’s tourism vision and policies and officially launched “Amazing Thailand
Grand Tourism and Sports Year 2025” in the European market.
Held
5-6 March at the Thailand Pavilion, the Thailand Mini Mart, now in its 10th year
at ITB Berlin, connects Thai tourism operators with European buyers, fostering business
opportunities and strengthening TAT’s regional partnerships.
A
Tourism Information Services counter provides visitors with insights into Thailand’s
destinations, services, and experiences. Promotional materials are available in
video and e-brochure formats.
The
SANEH THAI Showcase & Thailand Sustainability Now Zone celebrates “The Charm
of Thailand,” blending cultural heritage with sustainable tourism. It features regional
crafts under the “5 Must-Do in Thailand” theme, the “Scents of Thai” workshop, and
showcases the Thailand Green Destinations Map and Krabi Sustainable Tourism Model.
Meanwhile, the SANEH THAI Café, under the “Must Taste” concept, features GI-certified
tea, coffee, and cocoa, miniature models of Michelin-recognised dishes from 17 provinces,
and signature flavours like Tom Yum Goong (UNESCO-listed),
Larb Gai, and premium Thai chocolate, alongside “Thai Popular Recipes” and “The
Flavours of Thailand.”
The
Travel Tech Zone showcases cutting-edge projects driving Thailand’s digital tourism
transformation. Debuting at ITB Berlin 2025, the TATAI System—developed with Google—is
an AI-driven tourism data hub providing real-time assistance via the TAT website
for seamless travel planning, with a 3D hologram display demonstrating its capabilities.
Meanwhile, the Digital Marketing Innovation for Thai Tourism Businesses introduces
an AI-powered video tool, enabling Thai operators to create customised promotional
content via a QR code download.
TAT
sees ITB Berlin 2025 as key to reaching Thailand’s 2025 tourism target of 39 million
visitors and 3.5 trillion Baht in revenue. European arrivals are projected to grow
from 7.05 million in 2024 to 10.62 million in 2025, with Germany alone expected
to contribute 1.05 million visitors, reinforcing its role as a key source market.
Image
Credit:
© TAT
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