As the sun began to dip below the horizon in the vibrant province of Phuket, a crowd of eager tourists boarded a ferry, their chatter blending with the gentle lapping of the waves. The picturesque landscape was a testament to Thailand’s enduring allure, even in a year shadowed by challenges. Yet, hope was on the horizon—12 compelling ‘green season’ campaigns were set to reignite the spark of domestic tourism in the Land of Smiles. (Photo: Achadtaya Chuenniran)
In an ambitious bid to breathe new life into domestic travel, the Tourism Authority of Thailand (TAT) unveiled a dozen innovative campaigns. The rainy season, typically quieter, was now destined to become a canvas for exploration and excitement, all with the notable aim of amassing a whopping 1.17 trillion baht in tourism revenues by the end of 2025. Sasikarn Watthanachan, a deputy government spokeswoman, announced on Sunday the collaborative effort between TAT and the private sector under the theme “Year of Celebration: Muang Na Tiew,” spurring travel enthusiasts from June to September.
From April to October, typically dubbed the Green Season, the TAT initiative joined hands with airlines and private partners, weaving a tapestry of enticing offers. Discounts danced in the air like the electrifying Thai storms—VietJet presented airfares slashed by 15%, while Thai Lion Air delighted travelers with up to 25% off their flights.
This megaproject spans 55 provinces and boasts 12 themed campaigns designed to cater to a kaleidoscope of travel subcultures. Whether you’re a solo female adventurer or a foodie in search of your next culinary escapade, this campaign has something for everyone. Here are some of the intriguing highlights:
- Burn Out Break – Nature getaways perfect for frazzled city folks seeking serenity.
- Boost Energy – Daring adventures for those who live for heart-pounding exploits.
- Love Out Loud – Enchanting retreats designed for LGBTQ+ couples cherishing romance.
- Digital Detox Holiday – Discover offline sanctuaries where peace and balance reign supreme.
- Gastro Nomad – Devour regional delicacies on a culinary tour to remember.
- Paw-some Travel – Journey with your furry friend in pet-friendly paradises.
Additional campaigns celebrate the wonders of solo travel, invigorate tourism for passionate senior adventurers, and delve into the unforgettable experience of Thai-style barbecue, known as moo krata.
Ms. Sasikarn enthusiastically shared the targets of this monumental project: 1.17 trillion baht from a staggering 205 million domestic trips. “Our commitment is steadfast—stimulating the economy throughout the year is vital. The beauty of Thai tourism lies not only in its magnificent summers and winters. There is magic and zen to be found in the rainy season, inviting citizens and visitors alike to unwind, recharge, and bolster our local economy,” she explained.
On the other side of government strategy, the ever-optimistic Tourism and Sports Minister Sorawong Thienthong assured citizens of Thailand’s tourism resilience amid the first five months of 2025. Global turmoil, geopolitical tensions, and the hesitation of Chinese tourists due to safety concerns provided their share of obstacles, yet Thailand remained steadfast.
Minister Thienthong attributed this success to dynamic government policies and a tenacious global promotional strategy. Despite a drop in Chinese visitors, a swell of tourists from regions including Europe, the Americas, the Middle East, and South Asia helped bridge the gap.
“From January to May, tourism revenue saw a promising increase of 3.13% year-on-year, climbing to 621 billion baht compared to last year’s 602 billion for the same timeframe,” Minister Thienthong stated. “Long-haul tourism showed a remarkable upturn by more than 50,000 individuals—a 20.43% surge—highlighted by a vibrant influx of European adventurers, especially from Italy, Norway, and the United Kingdom.”
With so many initiatives stacked like delicate layers in a culinary masterpiece, it’s a thrilling time to witness the revival of exploration and enjoyment under the Thai rain. Whether you plan to wander or rest, there’s a journey waiting in every corner of Thailand.
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