Thai Prime Minister Unveils Vision for Sustainable Tourism at ITB Berlin 2025
Paetongtarn Shinawatra shares insights on promoting sustainable tourism and enhancing visitor experiences.
Thai Prime Minister Unveils Vision for Sustainable Tourism at ITB Berlin 2025
Thai Prime Minister Paetongtarn Shinawatra unveiled a bold vision for sustainable high-value tourism at the Amazing Thailand Networking Event at ITB Berlin 2025.
In her remarks, she emphasized sustainable tourism as a crucial pillar of Thailand’s strategy, aimed at driving economic growth and creating world-class visitor experiences through initiatives that promote sustainability, ease of travel, soft power industries, medical and wellness tourism, as well as ensuring visitor safety.
Shinawatra reaffirmed Thailand’s commitment to sustainability, innovation, and inclusivity, inviting global travelers to partake in the Amazing Thailand Grand Tourism and Sports Year 2025. Furthermore, she stated that the initiatives outlined in the vision will solidify Thailand’s status as a global leader in responsible travel, targeting 39 million visitors and generating €98 billion in 2025.
The Thai Premier also visited the Thailand Pavilion, which showcases the Tourism Authority of Thailand (TAT)’s 50th anniversary and highlights the country’s Sustainable Soft Power strategy.
Sustainability and Soft Power
Sustainability remains central to Thailand’s tourism strategy. Green Destinations are expanding, and sustainability standards are strengthening. Thailand plans to host the Global Sustainable Tourism Council Conference next year, fostering an eco-friendly tourism industry through public-private partnerships. The country is also streamlining its visa processes, introducing an online Arrival Card, and upgrading biometric entry systems.
Expanded aviation infrastructure will accommodate 250 million passengers annually, while upgrades to public transport will enhance connectivity to creative districts and green spaces. Thailand’s rich cultural heritage and soft power bolster its global tourism appeal. Initiatives like partnerships with the Michelin Guide elevate Thai cultural identity and cuisine, while the ongoing season of HBO’s The White Lotus has showcased Thailand as a favored filming destination.
Health and Safety Priorities
As ASEAN’s leading hub for medical and wellness tourism, Thailand offers accredited healthcare, competitive pricing, and renowned hospitality. The sector is valued at €28.4 billion and continues to grow as more international patients seek treatments in the country.
Ensuring visitor safety is government priority, with improved emergency response systems, heightened security at tourist venues, and stringent safety measures across all destinations.
