On October 2, Thailand’s newly appointed Minister of Tourism and Sports Atthakorn Sirilatthayakorn unveiled a campaign to revive the country’s tourism sector, which has been hit by declining foreign arrivals and broader economic headwinds. Under the slogan “Big Impact Act Fast”, the initiative aims to attract high-value visitors from China, Japan, South Korea, India, and the Middle East, while reinforcing safety measures. The country is also preparing to welcome more visitors during the SEA Games 2025, which will be hosted in Bangkok, Chonburi, and Songkhla provinces in December.
The announcement of the initiative follows Finance Minister Ekniti Nitithanprapas’s warning that Thailand’s economy is “nearing zero growth,” with GDP expected to slow to just 0.3% in Q4. Factors such as high household debt, weak exports, and a decline in tourist arrivals have contributed to the slowdown, prompting the government to prioritize tourism as a key short-term stimulus.
Tourism Minister Atthakorn has urged the Tourism Authority of Thailand (TAT) to shift away from broad tourism marketing campaign in favor of tailored, country-specific tourism strategies. The “Welcome Back, China!” campaign aims to attract 2 to 3 million Chinese visitors within four months. Officials also seek to retain travelers from Europe and the U.S., including markets like Scandinavia, Russia, and Poland.
Safety upgrades are central to the plan. The “Travel Safe, Worry Free” initiative features a 24-hour Tourist Police Call Center, a multilingual mobile app, and an AI-based facial recognition systems to monitor high-risk individuals. Designated safe zones will be promoted nationwide to reassure both visitors and local communities.
