Fireworks at Vijit Chao Phraya 2024 | Photo via Thailand Update/Facebook

 

Thailand aims to attract 12 million international visitors during the upcoming high season through four major events: the Amazing Marathon, Maha Loy Krathong 2025, Vijit Chao Phraya Light Festival, and the Amazing Thailand Countdown. The Tourism Authority of Thailand (TAT) is organizing these events to attract both short and long-haul tourists, expecting them to significantly boost tourism revenue.

 

Following the successful Maha Songkran World Water Festival 2025, TAT is launching the Maha Loy Krathong 2025 in November, with a budget of 30 million baht. The festivities in Sukhothai and Ayutthaya aim to generate 800 million baht from at least 450,000 visitors. This event is part of TAT's strategy to gain global recognition and expand the scale of tourism offerings.

 

The Amazing Thailand Marathon 2025, scheduled for late November, is expected to lead sports tourism initiatives. With Olympic runner Eliud Kipchoge as ambassador, it aims to attract 36,000 participants, generating 894 million baht in revenue. TAT Deputy Governor Nat Kruthasoot highlighted that despite economic constraints, the agency is committed to enhancing the scale of these events.

 

The Vijit Chao Phraya Light Festival, with a 50 million baht budget, will take place along Bangkok’s river from November 1 to December 15. Extended to 45 days this year, the event is anticipated to draw 1.5 million visitors and generate 500 million baht in revenue. For the New Year Countdown, TAT will focus on regional events in Chiang Mai and Phayao with a 25 million baht budget, expected to attract over 150,000 visitors.

 

TAT's strategy emphasizes high-value experiences and unique event development over mass tourism and discounting. While Thailand's natural attractions remain appealing, the agency is prioritizing unique celebrations to drive demand. This approach aims to position Thailand as a destination for high-quality tourism experiences.

 

Key Takeaways

• Thailand aims for 12 million tourists with four major events.
• Events include Maha Loy Krathong, expecting 800 million baht in revenue.
• Emphasis on unique experiences over mass tourism and discounting.

 

Related Stories

Thailand Hosts Grand Diwali to Attract Indian Tourists

Thailand Sees Drop in Japanese Tourists as Baht Rises

 

  Adapted by ASEAN Now from The Thaiger 2025-10-14

 

 

They can aim on what they want, but there are reforms needed first, such as allow vaping, ban the alcohol restrictions, stop with double pricing and standards and stop harrassing foreigners

19 minutes ago, ikke1959 said:

They can aim on what they want, but there are reforms needed first, such as allow vaping, ban the alcohol restrictions, stop with double pricing and standards and stop harrassing foreigners

 

Double pricing happens in a lot of other countries, so I don't have a problem with that.  Not allowing vapes is kind of dumb but I don't smoke, so I don't care either way.  The alcohol restriction times are dumb for sure, but it's not that big of an inconvenience unless you are a hardcore alcoholic or something.  Not sure what you mean by harassing foreigners.  

 

You can even claim getting 50 million tourists. But that's not the point,. The issue here is that since 2 or 3 years, tourist numbers are rising maybe, but their spending is definately sharply dropping. Tourists come for sure but spend much less in malls, restaurants, tours etc. Not surprising with all the high prices, inflated rates, cheating and overcharging. Western visitors are not that foolish anymore. 

 

Then you have all the foreigners who own property in Thailand who also spend less. As this is a sector where the cheating is on full throttle. OVercharging with poor quality materials used or unqualified labour. The worst home or condo maintenance chaps I came across were in Hua Hin. Much more expensive then anyplace else in Thailand and quite often the jobs were not so well done. 

Thailands hay day's are over plain and simple..

Here we go again on the annual "who can dream up the most numbers, every other day"  🤣

15 hours ago, snoop1130 said:

Thailand aims to attract 12 million international visitors during the upcoming high season through four major events: the Amazing Marathon, Maha Loy Krathong 2025, Vijit Chao Phraya Light Festival, and the Amazing Thailand Countdown.

 

TAT handbook ?

 

 

Just stop it please. 

If I may gently offer a suggestion to use phrase "set goals" for tourist numbers rather than words like 'target' and 'aim'.... which imply hunting & typically death of targeted object.... makes people feel like guests rather than something 'caught in the cross hairs'. Up to TAT I reckon...

They must mean local and foreign visitors, otherwise they will never achieve their goals. Why do they have to keep predicting every day or week and just state the facts at the end of the year. Up or down compared to last year. 
They are spending far too much on these festivities and not nearly enough on the infrastructure. Plus a reasonable exchange rate would increase international travelers here instead of the neighboring countries. 

And - 

 

22 hours ago, ikke1959 said:

They can aim on what they want, but there are reforms needed first, such as allow vaping, ban the alcohol restrictions, stop with double pricing and standards and stop harrassing foreigners

Vaping....really, do you really think banni g vaping will affect tourists too much...mate, there was life before vaping...geez, are you so addicted.

1 hour ago, Aussie999 said:

Vaping....really, do you really think banni g vaping will affect tourists too much...mate, there was life before vaping...geez, are you so addicted.

Sorry to notice you are so narrow minded. I don't smoke/vape at all but many potential foreigners do and they will not come to Thailand to risk 10k fine... I really feel sorry that you don't understand it.

40 minutes ago, ikke1959 said:

Sorry to notice you are so narrow minded. I don't smoke/vape at all but many potential foreigners do and they will not come to Thailand to risk 10k fine... I really feel sorry that you don't understand it.

How do you know they won't come, simply because they can't vape, and just what numbers are you talking about

29 minutes ago, Aussie999 said:

How do you know they won't come, simply because they can't vape, and just what numbers are you talking about

How on earth can I know how many people don't come because they are not allowed to vape???It is the same question as how many people don't like to fly for more than 6 hours?? I only know that if people who are vaping will not stop vaping for 3 weeks to come on a holiday here, and add with that that they are not able to buy a can of beer between 14.00 and 17.00 , the hottest hours of the day, to drink on the beach and you can maybe think it will not be of influence of the tourists, but when a tourist is looking for a destination he likes to relax and he will surely not stop vaping because the country doesn't allow it, but he will find a place where he is free...Sadly that you don't understand, and that for a so called Aussie??? This looks more a comment of you from a netizen

19 hours ago, ikke1959 said:

How on earth can I know how many people don't come because they are not allowed to vape???It is the same question as how many people don't like to fly for more than 6 hours?? I only know that if people who are vaping will not stop vaping for 3 weeks to come on a holiday here, and add with that that they are not able to buy a can of beer between 14.00 and 17.00 , the hottest hours of the day, to drink on the beach and you can maybe think it will not be of influence of the tourists, but when a tourist is looking for a destination he likes to relax and he will surely not stop vaping because the country doesn't allow it, but he will find a place where he is free...Sadly that you don't understand, and that for a so called Aussie??? This looks more a comment of you from a netizen

You made the accusation, so you should know, so you are only assuming something based on your own bias.

It is good to have a goal.  But has LOS passed 30 million yet?  This country has in just 9 months.

Foreign visitors to Japan jump past 30 million in January through September

No problem: with Lisa from Blackpink as the new trourism ambassador Thailand will probably double those numbers 

On 10/14/2025 at 11:34 AM, ikke1959 said:

They can aim on what they want, but there are reforms needed first, such as allow vaping, ban the alcohol restrictions, stop with double pricing and standards and stop harrassing foreigners

 

absolutely disagree, hate vaping in the street, horrid antisocial habit, people drink too much, it's good for your health to drink less, not to mention the pathetic sight of elderly male foreigners drinking too much, stay away from tourist traps and you won;t be harassed, guaranteed! get out of the bar and discover thailand, it's an amazing place 

11 hours ago, sqwakvfr said:

It is good to have a goal.  But has LOS passed 30 million yet?  This country has in just 9 months.

Foreign visitors to Japan jump past 30 million in January through September

I think that won't last too long for Japan. The main reason for the uptick is  due to the weakest yen in years. Don't me wrong Japan is a wonderful country that offers so much more than Thailand, but the Japanese themselves are not to crazy with so many tourists esp. the ones that can't behave accordingly. Japan doesn't rely on tourism, it never has . This increase is a new phenomena for them.  Another factor for the increase in Japan is that Thailand is getting too expensive for the budget conscious traveler so Japan as well as SE Asian neighbors are reaping the reward at the moment. Thailand's tourism sector is uncertain at this time due to so many issues discussed on this board.

3 hours ago, BayArea said:

I think that won't last too long for Japan. The main reason for the uptick is  due to the weakest yen in years. Don't me wrong Japan is a wonderful country that offers so much more than Thailand, but the Japanese themselves are not to crazy with so many tourists esp. the ones that can't behave accordingly. Japan doesn't rely on tourism, it never has . This increase is a new phenomena for them.  Another factor for the increase in Japan is that Thailand is getting too expensive for the budget conscious traveler so Japan as well as SE Asian neighbors are reaping the reward at the moment. Thailand's tourism sector is uncertain at this time due to so many issues discussed on this board.

I know.  No Gaijin zones still exist in some parts of Japan.   Thailand absolutely needs tourism but Japan does well without it.  

4 minutes ago, sqwakvfr said:

I know.  No Gaijin zones still exist in some parts of Japan.   Thailand absolutely needs tourism but Japan does well without it.  

They do? News to me. Some of the more prurient ' adult entertainment ' venues are reluctant to accommodate foreigners, but I think that is all.

1 hour ago, Hanaguma said:

They do? News to me. Some of the more prurient ' adult entertainment ' venues are reluctant to accommodate foreigners, but I think that is all.

 

 

 

 

 

On 10/14/2025 at 6:15 AM, snoop1130 said:

This approach aims to position Thailand as a destination for high-quality tourism experiences

 

Although Thailand has some high quality resorts.  It is simply not a high quality destination.

Good resort hotels have hefty prices in low season for family rooms. High season brings family size rooms into the western price range. Definitely, not an economical stay for families.

14 hours ago, EVENKEEL said:

Good resort hotels have hefty prices in low season for family rooms. High season brings family size rooms into the western price range. Definitely, not an economical stay for families.

 

Exactly. Mix in piss poor infrastructure and well....

On 10/14/2025 at 3:15 PM, snoop1130 said:

Thailand aims to attract 12 million international visitors during the upcoming high season through four major events: the Amazing Marathon, Maha Loy Krathong 2025, Vijit Chao Phraya Light Festival, and the Amazing Thailand Countdown. The Tourism Authority of Thailand (TAT) is organizing these events to attract both short and long-haul tourists, expecting them to significantly boost tourism revenue.

 

Following the successful Maha Songkran World Water Festival 2025, TAT is launching the Maha Loy Krathong 2025 in November, with a budget of 30 million baht. The festivities in Sukhothai and Ayutthaya aim to generate 800 million baht from at least 450,000 visitors. This event is part of TAT's strategy to gain global recognition and expand the scale of tourism offerings.

 

The Amazing Thailand Marathon 2025, scheduled for late November, is expected to lead sports tourism initiatives. With Olympic runner Eliud Kipchoge as ambassador, it aims to attract 36,000 participants, generating 894 million baht in revenue. TAT Deputy Governor Nat Kruthasoot highlighted that despite economic constraints, the agency is committed to enhancing the scale of these events.

 

The Vijit Chao Phraya Light Festival, with a 50 million baht budget, will take place along Bangkok’s river from November 1 to December 15. Extended to 45 days this year, the event is anticipated to draw 1.5 million visitors and generate 500 million baht in revenue. For the New Year Countdown, TAT will focus on regional events in Chiang Mai and Phayao with a 25 million baht budget, expected to attract over 150,000 visitors.

 

TAT's strategy emphasizes high-value experiences and unique event development over mass tourism and discounting. While Thailand's natural attractions remain appealing, the agency is prioritizing unique celebrations to drive demand. This approach aims to position Thailand as a destination for high-quality tourism experiences.

 

Key Takeaways

• Thailand aims for 12 million tourists with four major events.
• Events include Maha Loy Krathong, expecting 800 million baht in revenue.
• Emphasis on unique experiences over mass tourism and discounting.

Thailand’s event-driven tourism strategy sounds very promising. Focusing on unique, high-quality experiences instead of mass tourism could really help attract more international visitors and strengthen the country’s global image. The combination of cultural events like Maha Loy Krathong and large-scale festivals such as the Light Festival should give tourists plenty of reasons to visit.