The initiative was revealed at Thailand Travel Mart Plus (TTM+) 2025, which launched yesterday in Chiang Mai. Traveltalk is the only Australian trade media outlet invited to attend the country’s major travel trade event, now in its 22nd year.
“TTM+ 2025 signals a new chapter for Thai tourism,” said Mr. Sorawong Thienthong, Minister of Tourism and Sports.
“It’s a launchpad for sustainable ideas, a global marketplace for local businesses and a powerful showcase of Thailand’s cultural depth and creative potential.”
That potential includes a major focus on ‘soft power’, a concept introduced by political scientist Joseph Nye. It centres on a country’s ability to influence others through attraction and persuasion rather than coercion or payment.
“Thailand is now at an important moment for tourism,” said Dr. Surapong Suebwonglee, Deputy Policy Advisor to the Prime Minister and Chairman of the National Soft Power Development Committee.
“We must find the right balance between welcoming large numbers of visitors and ensuring each journey is meaningful and enriching for everyone.
“As we protect our precious national and cultural treasures, we also have the opportunity to share experiences, ones that offer a real, valuable and lasting memory for every traveller.”
Dr. Suebwonglee (above) revealed that the country’s approach to leveraging soft power centres on enhancing its cultural influence on a global scale by promoting the development of 14 key creative industries.
“We must also develop distinctive man-made tourism products that reflect Thailand’s exceptional talent, craftsmanship, innovation and creativity. Tourism will be the stage where this creativity shines, connecting our culture and innovation with the world.
“The travel market today is more fragmented than ever. Everyone is looking for something specific, whether it’s food, wellness, culture or adventure. This means that our marketing strategy needs to evolve too. It can’t speak to one audience anymore.
“We believe that soft power will give travellers new reasons to visit Thailand and more importantly, create new stories, new memories and new experiences that they will carry with them long after they leave Thailand.
“Thailand should focus on soft power as its tourism advantage.”
Dr. Suebwonglee also said that Thailand needed to expand its focus to attract travellers who seek diverse experiences, especially in wellness, creativity and culture, in addition to making the country a premier destination for medical tourism and the MICE market.
“The government is placing a strong focus on sustainable tourism and is making major strides to improve infrastructure, safety and accessibility. These efforts are about more than just logistics. They’re about rethinking the entire traveller journey.”
This year’s TTM+ 2025 gathers 406 international buyers – more than 35% of them first-time participants – and 450 sellers. The event is expected to generate more than 13,000 business appointments and approximately 4.2 billion baht in tourism revenue.
Figures released at the event showed Thailand has welcomed more than 14 million international visitors so far this year. The top source markets are China, Malaysia, India, Russia and South Korea.
