Authorities in Thailand have announced a partnership with Trip.com to stimulate “golden year” for the country’s tourist sector in 2025. The agreement will see the launch of a joint promotional package designed to boost international visitor numbers and spending. It coincides with a 12-month national focus on the theme of Amazing Thailand Grand Tourism and Sports.
Trip.com said the new arrangement stems from an existing cooperative model between the two parties that has already seen success via online platform sales. Thanking former businesswoman PM, Paetongtarn Shinawatra, the executives from the former Expedia brand noted her willingness to embrace social media. She is one of the leaders who is most followed and liked among a Chinese customer base, they said.
China is a key market for Thailand. When Trip.com and Thailand signed a Letter of Intent to cooperate on tourism in 2023, the bookings giant hailed its partner as “one of the top destinations of choice for Chinese tourists” over Golden Week.
Sports, culture and sustainability
The latest two-pronged effort was negotiated at the ITB Berlin international travel trade fair, during talks between the Paetongtarn and Trip.com executives, according to a press release. In addition to the paired strategy, both parties will continue their own work to create offers that align with current market trends and appeal to potential visitors to Thailand.
Also attended by Minister of Tourism and Sports Sorawong Thienthong, permanent secretary Ms. Nantariya Thaweewong and Governor of Tourism Authority Thailand (TAT) Thapanee Kiatpaibool, the ITB event included national stands that highlighted the South East Asian kingdom’s sports, culture, and sustainability standards.
On display, a demonstration of Thai boxing, a national sport with a strong European fanbase, and a “Scents of Thai” Do-It-Yourself workshop where participants could make their own scented Thai flower oils and sachets of dried flowers. In addition, the Thailand Green Destinations Map showed off a range of tourism offers around the country that meet both Thai and International sustainability criteria.
Visa waivers driving growth
At an ITB attended by other political and industry stakeholders from around the world, the Thai PM also took the opportunity to meet entrepreneurs and 30 buyers from across Europe, with a new lead rate of 83%.
Thailand is seeking to grow a tourism sector that already represents almost 20% of its gross domestic product. Measures intended to boost revenues include the launch of a five-year digital nomad programme, and an increasing number of visa-free visit schemes that allow tourists to stay up to two months – something that Trip.com has said prompted an 800% surge in searches for Thai destinations across its platforms.
Other steps Thai authorities have taken are the introduction of a digital immigration form and a proposal for an insurance levy, designed to improve the nation’s reputation for visitor safety and security.
