At the Arabian Travel Market 2025, Thailand’s Tourism Authority celebrated its 25th anniversary, showcasing diverse attractions and partnerships, aiming for 1.1 million Middle Eastern visitors by year’s end.
Key Points
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25th Anniversary at ATM: The Tourism Authority of Thailand (TAT) celebrated its 25th anniversary at the Arabian Travel Market in Dubai, launching the “Amazing Thailand Grand Tourism and Sports Year 2025” campaign while enhancing partnerships with Emirates, Etihad, and dnata Travel.
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Thai Pavilion and Cultural Showcase: Located in Hall 7, the Thai Pavilion showcased 55 operators, highlighting Thailand’s culture through demonstrations and performances. The event also featured a Memorandum of Cooperation to strengthen regional ties and the launch of the Thailand Digital Arrival Card for smoother travel.
- Strategic Initiatives and Goals: TAT focused on expanding its appeal through five strategic pillars, targeting wellness, family activities, and urban tourism. With 162,790 Middle Eastern visitors in 2025, TAT aims for 1.1 million arrivals, emphasizing Thailand’s diverse destinations and cultural richness.
At the Arabian Travel Market (ATM) 2025, the Tourism Authority of Thailand (TAT) celebrated its 25th anniversary, unveiling its “Amazing Thailand Grand Tourism and Sports Year 2025” campaign. This event, held in Dubai on April 29, 2025, acted as a pivotal moment for TAT to showcase Thailand’s diverse tourism offerings while reinforcing strategic partnerships with notable Middle Eastern travel agencies, including Emirates, Etihad, and dnata Travel. TAT Governor, Ms. Thapanee Kiatphaibool, highlighted the immense potential of the Middle Eastern market, emphasizing Thailand’s extensive array of attractions in wellness, cultural heritage, and sports tourism.
The Thai Pavilion, located in Hall 7, served as a vibrant hub for business and cultural exchanges, embodying the theme “Thailand’s Charm.” It hosted 55 tourism operators who collectively showcased Thailand’s rich cultural tapestry, ranging from luxury wellness experiences to eco-friendly tourism. Cultural exhibits, including hand-painted umbrellas and traditional Nora dance performances, provided attendees with a glimpse into Thailand’s artistic heritage. Notably, the opening day featured a Memorandum of Cooperation with Emirates and Etihad, fortifying regional ties while the introduction of the Thailand Digital Arrival Card aimed to streamline travel processes.
To enhance Thailand’s appeal as a destination, TAT introduced five strategic pillars designed to cater to diverse demographic segments. These initiatives focused on expanding tourism by emphasizing wellness retreats and family-oriented activities, while also targeting younger tourists through urban shopping and cultural experiences. As of 2025, TAT reported 162,790 Middle Eastern visitors, setting an ambitious goal of welcoming 1.1 million arrivals by the year’s end. This underscores Thailand’s captivating destinations and dynamic cultural landscape, marking a significant step in its expansion into the Middle Eastern market.
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