Tourism TAT Rolls Out Roadshow in Japan: Eyes THB 55 Billion Tourism Surge

[webfact]

Picture courtesy of Freepik

 

In a grand bid to draw more Japanese tourists and hit a lofty revenue target, the Tourism Authority of Thailand (TAT) has unleashed the ‘Amazing Thailand Roadshow to Japan 2025’. Spanning three bustling cities, Tokyo, Nagoya, and Fukuoka, the roadshow is making waves and aiming to net a whopping THB 55 billion by the year’s end. The strategy? Engage, entice, and expand—the trifecta approach to luring travellers from Japan’s rich market.

 

With Japanese tourism to Thailand on the upswing—up a robust 12.3% in 2025—the roadshow is timely. Last year, over a million Japanese tourists hit Thai shores, a first since the pandemic threw a wrench into travel plans worldwide.

 

To keep the momentum going, TAT has lined up roadshow events chock-full of opportunities for over 25 Thai tourism businesses. The schedule is packed to the brim from May 26 to 30, promising more than 1,000 business tete-a-tetes with 60-plus Japanese travel operators.

 

Japan was a cash cow for Thai tourism before COVID-19, raking in 93.7 billion baht from 1.78 million visits in 2019. Fast forward, and 2024 saw a promising uptick to 1,050,904 arrivals, a solid 30.68% year-on-year climb.

 

New data for 2025’s first quarter shows 374,000 arrivals, mainly buoyed by flight recoveries between the two countries. This positive trend is matched by stats from the Japan National Tourism Organization (JNTO), recording a 20.7% surge in outbound Japanese travellers this February.

 

Deputy Governor Pattaraanong Na Chiangmai has set the wheels in motion by targeting Japan’s low-travel Green Season. Her roadmap goes beyond typical tourist bustle, offering irresistible packages for premium travellers, plus Millennials and Gen Z thrill-seekers chasing unique experiences. Emphasis is also on winning repeat visits and expanding tantalising Thai temptations to Japan’s rural pockets.

 

With this roadmap, TAT sets a course for robust engagements, enticing offers, and geographical expansion, laying the groundwork for a prosperous tourist influx from Japan as the global travel scene bounces back.

 

  Adapted by ASEAN Now from The Nation 2025-05-31

 

 

[JoePai]

Here we go again, the same old game "plucking numbers from the sky"  😟

[hotchilli]

9 hours ago, webfact said:

Engage, entice, and expand—the trifecta approach to luring travellers from Japan’s rich market.

Fool, kid, and scam more like...

Japanese coming to Thailand must feel very disappointed on many fronts.

Safety, cleanliness, manners and food choices.

 

[Sydebolle]

Given above figures you mean to say, that average Japanese spends THB 36,500 during their stay per person? Any indication of average stay; age group, FIT or GIT? Just wondering ..... 

[factual monk]

Only billions and trillions...  whether tourists come or not...

we will hit jackpot 💰 🤑 💸 

 

[BarraMarra]

Less than 24 hours ago the Tourism manager posted Cambodia was tempting tourists away from Thailand with most Chinese staying away. Then surprise Surprise within 24 hours TAT  have found a market in Japan.  Don't worry we foresee billions coming into the kingdom a TAT spokesman said.

[greeneking]

11 hours ago, JoePai said:

Here we go again, the same old game "plucking numbers from the sky"  😟

Does aseannow have to give publicity to everything TAT want to say?

[trainman34014]

When you what Japan has got there is no really valid reason why Japanese people would want to holiday here !

[Chris Daley]

They have to get a written letter from the boss allowing them to take a vacation. 

 

A trip around the carpark is about as good as gets for boring Japanese people.

[CallumWK]

TAT Rolls Out Roadshow in Japan: Eyes THB 55 Billion Tourism Surge

 

That is 102 Billion short of the expenses.

 

 

 

[StayinThailand2much]

8 hours ago, Sydebolle said:

Given above figures you mean to say, that average Japanese spends THB 36,500 during their stay per person? Any indication of average stay; age group, FIT or GIT? Just wondering ..... 

 

Google is your friend (with official TAT figures): "According to TAT data, Japanese tourists stayed an average of 7.74 days last year, with average spending of Bt4,900 per head per day, contributing a combined Bt57.73 billion to the economy. European tourists typically stay around 15 days, while Asian travellers stay an average of five days."

[SOTIRIOS]

Is That Where The Bulk Of Their Budget Goes (?)

Their Travel (?)

 

 

[Sydebolle]

11 hours ago, StayinThailand2much said:

 

Google is your friend (with official TAT figures): "According to TAT data, Japanese tourists stayed an average of 7.74 days last year, with average spending of Bt4,900 per head per day, contributing a combined Bt57.73 billion to the economy. European tourists typically stay around 15 days, while Asian travellers stay an average of five days."

Thank you for that. Most interesting. I got the same answer from "Pee Googn" yet the input came from TAT. Latter is possibly one of those weed shops as, judging on what they publish and proclaim, they must be smoking excellent weed there. Information does not match and calculation machines are also not invented by the TAT. 

Hence I thought that maybe a travel agency executive might have an input on that. 

But, never mind, as long as the Japanese are coming and are happy, so be it; good for Thailand.

[emptypockets]

On 5/31/2025 at 4:27 PM, Sydebolle said:

Given above figures you mean to say, that average Japanese spends THB 36,500 during their stay per person? Any indication of average stay; age group, FIT or GIT? Just wondering ..... 

I've spent that in a four day weekend in bangkok.

 

Spent 50000 on my birthday weekend.

 

Had a great time!

[bkk6060]

They come for hookers and Golf. That's about it.

[Upnotover]

1 hour ago, bkk6060 said:

They come for hookers and Golf. That's about it.

Can't blame them for that, what else is there?