In a bold move to invigorate domestic tourism during the often-overlooked rainy season, the Tourism Authority of Thailand (TAT) has rolled out 12 innovative campaigns under the banner “Year of Celebration: Muang Na Tiew” (Travel-Worthy Towns). The initiative aims to generate 1.17 trillion baht in revenue and encourage over 205 million domestic trips between June and September 2025—a traditionally slow travel period in the country.
Running throughout Thailand’s “Green Season” (April–October), these campaigns are designed to transform the perception of the monsoon months from travel off-season to a prime time for exploration, wellness, and cultural immersion.
A Strategic Push to Stimulate Year-Round Tourism
Deputy Government Spokeswoman Sasikarn Watthanachan announced the campaigns on Sunday, highlighting the importance of year-round economic activity.
“Thai tourism is not limited to summer or winter. Rainy season can also offer a great chance to relax, recharge, and support the local economy,” she said.
The government is working in close partnership with airlines, hotels, and private sector companies to drive these efforts. Notable collaborations include 15% discounts from VietJet and up to 25% off Thai Lion Air fares, alongside bundled hotel packages and attraction passes.
Targeting Travel Diversity: 12 Themes for Every Traveler
What makes this initiative stand out is its inclusive and diverse appeal. Each of the 12 campaigns is tailored to a specific travel persona, aiming to connect with modern Thai lifestyles and interests. These include:
- Burn Out Break – Nature escapes for urbanites craving tranquility and restoration.
- Boost Energy – Action-packed adventures and outdoor thrills for adrenaline junkies.
- Love Out Loud – Romantic, inclusive destinations celebrating LGBTQ+ couples and communities.
- Digital Detox Holiday – Offline retreats for those seeking mindfulness and inner balance.
- Gastro Nomad – Culinary trails showcasing Thailand’s rich and regional gastronomy.
- Paw-some Travel – Pet-friendly hotels and destinations for furry companions.
- Ride Along – Motorcycle routes and scenic road trips for solo explorers.
- Moo Krata Lovers – Food-focused experiences centered around Thai-style BBQ culture.
- Active Seniors – Curated experiences for older travelers seeking comfort and culture.
- Art & Soul – Artistic trails and heritage tours to inspire creativity.
- Sisterhood Sojourn – Female-focused travel promoting safety, community, and discovery.
- Eco Voyage – Sustainable travel experiences promoting conservation and green tourism.
Together, these themes cover the entire spectrum of travel interest groups—from niche communities to large family trips—making the campaign both comprehensive and highly targeted.
A Focus on Regional Exploration
The campaign spotlights 55 provinces, many of which are lesser-known or emerging destinations. This regional strategy seeks to decentralize tourism, steering visitors away from saturated cities like Bangkok or Chiang Mai and into communities that can benefit from increased tourist spending.
By showcasing smaller towns with rich cultural, culinary, and natural assets, the government hopes to spread the economic impact and encourage more sustainable travel practices.
Tourism Sector Performance and Outlook
Despite global headwinds—including geopolitical tensions, economic fluctuations, and a noticeable decline in Chinese inbound tourists due to safety concerns—Thailand’s tourism industry is holding strong.
Minister of Tourism and Sports Sorawong Thienthong recently reported that tourism revenue from January to May 2025 reached 621 billion baht, marking a 3.13% increase year-on-year.
“Our proactive global promotion and resilient policies have helped us attract more long-haul travelers from Europe, the Americas, South Asia, and the Middle East,” Thienthong noted.
Particularly encouraging has been a 20.43% increase in long-haul travelers, with over 50,000 additional European tourists, mainly from the UK, Norway, and Italy, contributing to the surge.
Green Season: A Growing Travel Trend
Globally, off-peak and “shoulder season” travel is gaining traction among experienced travelers. Thailand’s green season, while marked by occasional rains, offers lush landscapes, fewer crowds, and attractive deals. With the right promotion, these months can offer unique advantages that appeal to modern tourists seeking more authentic, peaceful, and environmentally conscious experiences.
By aligning with this growing trend, Thailand is positioning itself as a forward-thinking destination that maximizes travel opportunities year-round.
Digital Integration and Future Growth
To further boost the campaign’s visibility and impact, TAT is leveraging digital marketing platforms, influencer partnerships, and mobile booking applications. These efforts are expected to attract younger demographics and tech-savvy travelers who rely heavily on social media and online resources to plan their journeys.
The TAT also hinted at future plans to extend campaign themes to international travelers in the next phase, reinforcing Thailand’s global image as an inclusive, experience-rich, and accessible destination—no matter the season.
Conclusion: A Season for Discovery and Connection
With the launch of these 12 dynamic campaigns, Thailand is not only promoting travel during its underutilized green season but also redefining what domestic tourism can look like in the modern era. By focusing on sustainability, inclusivity, and innovation, the country aims to inspire locals to explore their own backyard while bolstering regional economies and laying the groundwork for long-term tourism resilience.
As the world looks to Thailand for leadership in tourism recovery, these campaigns serve as a powerful reminder that meaningful travel isn’t about the weather—it’s about the experience.
Primary source of this news is Bangkok Post.
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