The government plans to attract 12 million foreign arrivals during its four-month tenure, driven by four events: the Amazing Marathon, Maha Loy Krathong 2025, Vijit Chao Phraya Light Festival and Amazing Thailand Countdown.
Nat Kruthasoot, deputy governor for tourism products and business at the Tourism Authority of Thailand (TAT), said the agency is preparing major events for the high season to welcome both short- and long-haul tourists.
He said following the success of the branded Maha Songkran World Water Festival 2025, the agency is launching the 30-million-baht Maha Loy Krathong 2025 in November, aiming to reach a global level of recognition.
The celebrations are planned for Sukhothai and Ayutthaya, and are expected to generate 800 million baht in revenue from at least 450,000 visitors.
Meanwhile, the Amazing Thailand Marathon 2025 is expected to be a spearhead for sports tourism.
The event, slated for the end of November, features Olympic runner Eliud Kipchoge as ambassador for the second year.
The marathon is expected to draw at least 36,000 local and foreign participants, generating 894 million baht in revenue.
Mr Nat said although tourism spending power might be constrained due to the sluggish economy, the TAT still wants to expand every event to a larger scale.
Another highlight later this year is Vijit Chao Phraya, a light festival along the river in Bangkok, scheduled from Nov 1 to Dec 15 with a budget of 50 million baht. The duration was extended to 45 days from 30 days last year.
He said tourist bookings for boat cruises during this period are nearly full. The event is expected to attract at least 1.5 million visitors, generating 500 million baht in revenue.
For the New Year countdown, Mr Nat said the agency is focusing on regional celebrations, as Bangkok already hosts numerous events organised by strong private networks. Chiang Mai and Phayao are hosts of the TAT’s countdown events with a budget of 25 million baht, expected to attract more than 150,000 visitors.
“Thailand’s natural attractions have become familiar to tourists, so we are creating new events and celebrations to draw demand,” he said.
“We remain focused on high-value tourism, with less dependence on volume and price discounts.”