Thailand has unveiled the winners of its first youth-focused travel competition, part of a campaign designed to inspire young Europeans to discover the country’s hidden gems through cultural immersion and sustainable adventures. The Tourism Authority of Thailand (TAT) launched the initiative under the theme Thai’d Up This Summer, as part of the Amazing Thailand Grand Tourism and Sports Year 2025.
The centrepiece of the campaign, the Your Dream of Thailand Academy, invited Europeans aged 18–25 to submit short entries explaining why they deserved the chance to explore Thailand. From hundreds of applications, four young winners were selected. Each will bring along a companion for a fully sponsored 10-day journey across Thailand this summer.
A journey beyond the tourist trail
Structured in the spirit of a summer camp, the adventure will combine hands-on cultural discovery with exploration of Thailand’s natural landscapes. The winners will visit Bangkok, Chiang Mai, Koh Samui, and Nakhon Si Thammarat, with experiences designed to highlight both well-known attractions and destinations often overlooked by mainstream tourism.
Activities include local cooking lessons, artisan craft workshops, and community-based projects that promote meaningful interaction with Thai culture and traditions. Environmental sustainability also plays a central role, with guided eco-tours, wildlife observation, and conservation activities built into the itinerary.
“This campaign reflects our commitment to elevating Thailand’s tourism through inclusive, creative experiences that appeal to diverse travellers. Thai’d Up This Summer invites young explorers and families alike to uncover the magic of Thailand’s hidden gems while enjoying meaningful, personalised journeys,” expalined Ms. Thapanee Kiatphaibool, TAT Governor.
Storytelling meets sustainability
Winners of the contest are not only travellers but also storytellers. Throughout their journey, they will be asked to share their adventures across social media, offering their peers a window into the landscapes, traditions, and communities of Thailand. By doing so, the campaign aims to amplify the message of sustainable and inclusive tourism, encouraging others to view Thailand through fresh eyes.
Sustainability plays a central role in the programme. Participants will take part in guided eco-tours, wildlife observation, and conservation activities that showcase Thailand’s biodiversity while highlighting the importance of environmental stewardship. This dual focus on responsibility and exploration reflects Thailand’s current tourism strategy, which places long-term growth and cultural preservation at its core.
Boosting family tourism
Alongside the youth-focused academy, the Amazing Grand Privileges for Family Tourists initiative runs between August and September 2025. International families visiting Thailand during this period will benefit from a wide range of exclusive perks and discounts, developed in partnership with leading retail, hospitality, transport, and entertainment brands.
Among the highlights:
- The Mall Group offers VAT refunds and discounts at Emporium, EmQuartier, and Emsphere.
- Siam Piwat’s shopping destinations, including Siam Paragon and Siam Center, provide up to 80% savings with the ONESIAM GLOBAL Visitor Card.
- AVIS offers reduced-price airport transfers in Bangkok.
- Grab Thailand Travel Pass unlocks rewards for transport, food delivery, and shopping services.
- Families visiting HarborLand Play Centers nationwide will receive complimentary gifts with ticket purchases.
Together, these privileges aim to attract families seeking a convenient and value-rich holiday in Thailand’s green season.
Thailand’s wider tourism strategy
The contest comes at a time when Thailand is doubling down on efforts to draw international visitors and revitalise its tourism sector. Earlier this year, the government reduced visa-free stays for tourists from 60 to 30 days, a move that initially raised questions among frequent visitors. Yet, through targeted campaigns such as Thai’d Up This Summer, TAT is signalling its intent to offset potential concerns by making travel experiences more engaging, personalised, and rewarding.
By combining youth-driven adventures with family-friendly benefits, Thailand is positioning itself not just as a short-term getaway but as a destination for transformative cultural and environmental exploration. The winners of the Your Dream of Thailand Academy are now set to embark on journeys that will showcase the country through new eyes, with experiences that are expected to resonate far beyond their own travels.
