The Tourism Authority of Thailand (TAT) has set an ambitious goal of welcoming 68.5 million foreign tourists in 2028, which will generate an estimated total revenue of 5.6 trillion baht, equivalent to 25% of Thailand’s GDP.

The TAT say that they are also finalising marketing plans for Thailand’s tourism in 2025, which expect to generate a total revenue of 3.1 trillion baht, accounting for 16% of the country’s GDP, with 74% coming from international tourists, equivalent to 2.29 trillion baht, and 26% from domestic tourists, equivalent to 805.6 billion baht.

Following the reopening of the country in 2022 and the post-pandemic recovery this year, 2025 will mark the beginning of the “Resilience phase,” where the tourism industry rebounds and grows continuously. The TAT hopes to maintain sustainable growth in tourism income through 2028.

TAT’s Governor, Yuthasak Supasorn, says that the recovery of the tourism sector will not be happening in Thailand alone. Other countries are also rolling out their marketing plans to revitalise the sector. Therefore, competition will become more intense. He says that Thailand must prioritise tourism marketing plans and hope that revenues from tourism will reach the level of 2020 soon.