Thailand’s Tourism and Sports Ministry, led by Minister Sorawong Thienthong, has proposed a bold new initiative under its “Buy International, Free Thailand Domestic Flights” campaign. With a proposed budget of 700 million baht, the government plans to offer up to 200,000 free domestic round-trip flights to international visitors who book their international flights directly through participating airlines or online travel agents. The scheme is set to run from September through November 2025, pending cabinet approval.
A Strategic Shift Toward Lesser-Known Destinations
Traditionally, international tourists flock to iconic destinations like Bangkok, Chiang Mai, and Phuket. This initiative aims to redirect visitors toward Thailand’s lesser-visited cities and regions—places enriched with local culture, natural beauty, and authentic experiences. By doing so, the government hopes to alleviate overcrowding at popular hotspots and distribute tourism growth more evenly across the country.
Fueling Economic Impact with Smart Subsidies
The government intends to subsidize domestic airfare at rates of 1,750 baht one-way or 3,500 baht for a round-trip ticket. Participating airlines include Thai Airways, Thai AirAsia, Bangkok Airways, Nok Air, Thai Lion Air, and Thai Vietjet.
Should the campaign go ahead, projections estimate direct tourism revenue of at least 8.8 billion baht, vastly outweighing the initial budget. The initiative is seen as a catalytic rebound measure in Thailand’s “Amazing Thailand Grand Tourism and Sports Year 2025” campaign.
Context: Tourism Trends & International Inspiration
As of mid‑August 2025, Thailand recorded 20.8 million international arrivals, marking a 7 % year‑on‑year decline. China continues to lead as the top source market with approximately 2.9 million visitors.
Inspired by a similar strategy adopted in Japan earlier this year, Thailand’s initiative mirrors efforts to promote sustainable tourism growth by backing regional destinations and easing pressure on crowded urban centers.
Voices from Industry and Forward Planning
Local industry leaders expressed cautious optimism. While the free flight campaign is welcomed, they note that its effectiveness could be amplified by pairing it with more aggressive airfare reductions and tailored marketing strategies for secondary cities. Example suggestions include:
- Promoting Buri‑Ram as a sports tourism hub (e.g., marathons, local sporting events)
- Positioning Ubon Ratchathani around attractive Mekong River experiences
- Enhancing northern provinces’ appeal to nature-oriented travelers from Australia and New Zealand
Linking Tourism with National Vision
This latest scheme aligns with Prime Minister Paetongtarn Shinawatra’s broader “Amazing Thailand Grand Tourism and Sports Year 2025” vision. As part of a wider “Ignite Thailand” plan, the campaign includes sports festivals, cultural events, and infrastructure development—all aimed at positioning Thailand as a global tourism powerhouse throughout the year.
Why This Matters for Travelers
For international visitors, this campaign offers more than a travel perk—it’s an invitation to explore the full spectrum of Thailand’s regional gems. Whether wandering through tranquil rural towns, trekking lush northern hills, or discovering serene coastal hideaways, this initiative brings off-the-beaten-path experiences within reach—all with the convenience of free domestic flights and a baggage allowance.
Final Word
Thailand’s “Buy International, Free Thailand Domestic Flights” campaign represents a strategic and timely move. By leveraging travel incentives, sustainable tourism goals, and regional development, the country is poised to revive its tourism sector in a more balanced, inclusive, and long-lasting manner.
The campaign awaits cabinet approval—but if greenlit, it promises to reshape travel behaviors and stimulate local economies, setting a precedent for responsible and regionally focused tourism growth across Southeast Asia.
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