BANGKOK, THAILAND – The Tourism Authority of Thailand announced a concerted festival-driven campaign to draw 12 million international visitors in the final four months of 2025, aiming to generate about 580 billion baht (roughly 14.5 billion euros) in tourist spending.
Nationwide push targets late 2025
The campaign, unveiled by tourism officials and reported by The Nation, bundles a programme of cultural festivals, light shows and sporting events intended to rekindle inbound travel after the pandemic years. Authorities said the initiative was designed to restore Thailand’s position as a top regional destination and boost domestic economic activity linked to tourism.
Diwali festival opens campaign
The sequence of events begins in October with the “Amazing Thailand Grand Diwali Festival 2025”, celebrating Thai–Indian cultural ties. Organisers planned Bollywood-style parades, Thai–Indian cultural performances and illuminated landmarks in Bangkok’s Khlong Ong Ang and the Phahurat district between 16 and 20 October and 18 and 20 October respectively.
Nat Kruthasoot, vice-president for tourism products, predicted at least 100,000 visitors and around 200 million baht in direct revenue from the Diwali events, noting that the Indian market was already significant: 1.8 million Indian tourists had visited Thailand since the start of the year.
Loy Krathong aims for global reach
In November the campaign shifts to the country’s traditional festival calendar with the “Maha Loy Krathong World Event 2025”. Scheduled in historic centres such as Sukhothai (27 October–5 November) and Ayutthaya (1–5 November), organisers expected about 450,000 visitors and forecast 800 million baht in revenue.
“We want Loy Krathong to become Thailand’s intellectual property — just as Maha Songkran has succeeded,” Nat said, referring to the wider Songkran celebrations that proved a major draw in 2025 and are planned to return in 2026.
Other major events and expected impact
Officials outlined several additional highlights: a 45-day “Vijit Chao Phraya 2025” light-and-sound festival along the Chao Phraya River (1 November–15 December) expected to attract 1.5 million visitors and generate 500 million baht; the “Amazing Thailand Marathon 2025” on 30 November, with some 28,000 local and 8,000 international runners and an estimated economic impact of 894 million baht; and New Year countdown events in Chiang Mai and Phayao supported by private Bangkok parties at venues such as ICONSIAM and CentralWorld.
Organisers allocated 25 million baht for the countdown events. They also flagged plans for “Maha Songkran 2026” at Sanam Luang with a 100 million baht budget, aiming to lift economic circulation by 5–10 percent.
Budgets and forecasts
The Tourism Authority published upbeat forecasts alongside the event slate: it estimated 33.4 million international visitors in 2025, contributing 1.51 trillion baht, and 204.57 million domestic trips generating 1.15 trillion baht. For 2026 the authority expects international arrivals to rise to 34.9 million, bringing in about 1.63 trillion baht.
While the programme relies heavily on cultural spectacle and large public gatherings to entice travellers, officials acknowledged the plan’s success would depend on sustained demand from key source markets and smooth delivery of the events. The Nation was cited as the source for the figures and event details.