Thailand to boost tourism with ‘Thai Charm’ and must-visit cities
Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), announced that in 2025, the primary strategy to attract global tourists to Thailand will focus on emphasising Thai pride through Thai Charm or soft power.
This will be coupled with promoting Must-Visit Cities to create valuable experiences that stimulate travel demand, expand market bases, and increase travel frequency and distribution across various provinces in Thailand. The initiative will also prioritise promoting these cities in different tourism markets and encourage local tourism, fostering pride in urban community lifestyles by linking the 5 Must-Do in Thailand concept, with a specific focus on Chinese tourists.
TAT aims to attract 8 million Chinese tourists to Thailand in 2025, generating tourism revenue of at least 550 billion baht. Recently, TAT launched a promotional campaign to stimulate the Chinese tourist market, highlighting cultural tourism strategies under the concept, Fall in Love with Thailand. This initiative introduces self-guided travel in Thailand, using community culture as soft power content, reflecting the long-standing relationship between Thai and Chinese cultures. It incorporates an exchange of perspectives and learning in areas such as beliefs, arts, traditions, local cuisine, lifestyle, clothing, language, local art, tourist attractions, and historical sites.
Thailand’s must-visit cities in five regions and ten provinces include Samut Songkhram, Ratchaburi, Suphan Buri, Chiang Rai, Udon Thani, Bueng Kan, Nakhon Si Thammarat, Buriram, Surin, and Chanthaburi. The campaign collects cultural practices from all five regions to promote cultural must-do, must-see tourism for Chinese tourists under the Take Chinese Friends on a Tour concept, utilising Thai influencers fluent in Chinese as tour guides.
Examples from these five regions include the north, where visitors can enjoy a coffee trail amidst the mountains and cool breezes at Doi Chang and Doi Pha Mee in Chiang Rai, renowned globally for quality coffee production. Beyond enjoying coffee in beautiful morning settings, visitors can experience the Akha lifestyle, known for their expertise in coffee cultivation, distinctive clothing, and unique cuisine.
In the south, explore the coastal paradise along the Gulf of Thailand at Khanom and Sichon districts in Nakhon Si Thammarat. This journey through one of Thailand’s most scenic coastal roads, Khanom-Sichon, reveals the serene beauty of long stretches of quiet beaches. Visitors can also savour fresh seafood on a traditional wooden boat cruising from the river mouth to the Gulf of Thailand, offering an impressive sunset view.
The central region offers a glimpse into Thai life along the riverbanks lined with traditional Thai houses in Ban Laem, Suphan Buri. This ancient riverside community showcases traditional lifestyles from nearly a century ago. Guests can enjoy community chef dishes inspired by Chef Pruek (Iron Chef), who creatively uses high-quality local ingredients to prepare delicious and beautifully presented meals.
In the northeast, visit the Khee Lek Yai village community in So Phisai district, Bueng Kan. This community, rich in nature and diverse water sources, resembles an island surrounded by water, enriched by the ethnic Thai So culture, simple lifestyle, and natural abundance.
The East features fruit orchards in Chanthaburi during the bountiful fruit season, offering a taste of various fruits like durian, mangosteen, rambutan, salacca, longan, mango, and more. Ko Chang in Trat, with its long stretches of white sandy beaches ideal for relaxation and beach activities, clear crystalline waters, and vibrant coral reefs, is perfect for snorkelling and viewing diverse fish species, reported KhaoSod.
The Must-Visit Cities content from Thailand’s five regions and 10 provinces will be disseminated through television and online media, especially social media platforms in China, such as Little Red Book (Xiaohongshu), Weibo, TikTok (Douyin), and Bilibili. This targets Chinese tourists aged 18 to 45 and those who have previously visited Thailand but seek new perspectives on Thai tourism. The initiative is expected to reach over 100 million impressions, attracting tourists and further boosting the tourism economy.
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