Thailand makes biggest-ever showcase at ITB Berlin 2025
Thailand is making its biggest-ever splash at ITB Berlin 2025, the world’s largest travel trade show, with an expanded exhibition space and a record-breaking delegation of 160 Thai tourism operators. The event, running from March 4 to 6 in Berlin, Germany, will mark Thailand’s strongest push yet to capture the European travel market.
Tourism and Sports Minister Sorawong Thienthong announced that Thailand’s booth size will expand from 540 to a massive 1,820 square metres, covering an entire hall of ITB Berlin for the first time in history.
“This year, 160 tourism operators from five regions across Thailand, including both major and emerging tourist cities, will participate—making it the largest Thai presence in ITB Berlin’s 50 years of participation.”
The move is part of the Ignite Tourism Thailand policy and aligns with the Amazing Thailand Grand Tourism & Sports Year 2025 initiative, aimed at boosting long-haul arrivals.
Thailand is targeting 10.6 million long-haul visitors in 2025, generating 870 billion baht in tourism revenue.
Tourism Authority of Thailand (TAT) Governor Thapanee Kiatphaibool confirmed that 88% of participants will represent the hotel and accommodation sector, 8% will be Destination Management Companies (DMCs), and 4% will come from other tourism-related industries.
A major highlight is the introduction of the Hidden Gem Cities Zone, showcasing 17 lesser-known destinations across Thailand.
The initiative, endorsed by Prime Minister Paetongtarn Shinawatra, aims to increase opportunities for local tourism businesses to enter the European market.
The Thai premier will attend ITB Berlin today, where she will hold a press conference with international media, officially declare 2025 as the Amazing Thailand Grand Tourism & Sports Year, and discuss Thailand’s future tourism strategies.
Thailand’s exhibition will also feature Thai Charms, a cultural showcase under the concept, 5 Must-Do in Thailand, focusing on sustainability, local culture, and travel technology, reported The Nation.
Adding a tech edge, Thailand will introduce TATAI, an AI-powered 3D hologram booth that acts as a real-time digital knowledge hub, offering interactive travel information to visitors.
With over 180 countries attending ITB Berlin 2025, Thailand’s bold presence is expected to attract major tourism businesses and elevate its global tourism appeal.
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