The Tourism Authority of Thailand (TAT) is ramping up efforts to attract high-spending tourists from the Middle East and Africa, promoting the country’s wellness and luxury sectors at the Arabian Travel Market (ATM) 2025.
TAT is leading a delegation of 55 Thai tourism operators to Dubai from April 28 to May 1 to showcase health, wellness and high-end travel products to the West Asian and Arabian markets. The agency aims to draw 1.1 million visitors from the Middle East and Africa in 2025, generating more than 98 billion baht (approximately $2.7 billion) in tourism revenue.
“This market represents strong growth potential, with travellers seeking wellness experiences, luxury services and family-friendly destinations,” said TAT Governor Thapanee Kiatphaibool. “Thailand is positioning itself as a global hub for medical and wellness tourism, in addition to offering high-quality cultural and leisure experiences.”
TAT is using ATM 2025 to officially launch its “Amazing Thailand Grand Tourism and Sports Year 2025” campaign in the region, an initiative that highlights year-round tourism opportunities across the country. The campaign focuses on five pillars: Grand Festivity, Grand Moment, Grand Privilege, Grand Invitation and Grand Celebration.
At the Thailand Pavilion, covering 315 square meters, the delegation will present spa and medical wellness services in destinations such as Koh Samui, Bangkok and Chiang Mai. Family-focused experiences, including organic farm stays in Khao Yai and wildlife safaris in Kui Buri, as well as shopping and lifestyle offerings for younger travellers in Bangkok, are also being promoted.
The pavilion will feature cultural demonstrations, including traditional umbrella and fan painting from Chiang Mai and performances themed around Thailand’s major festivals such as Songkran, Loy Krathong and the southern Nora dance.
In conjunction with the event, TAT has signed memorandums of cooperation with Emirates, Etihad Airways and dnata Travel to strengthen air links and marketing cooperation between Thailand and the Middle Eastern market.
VISIT BANGKOK
A Stroll Through Song Wat
Tucked away in Bangkok’s historic Chinatown, Song Wat Road is a journey through time. Once the city’s Spice Road, it was a bustling hub where Indian, Chinese, and Thai merchants lived and traded. Overlooking the Chao Phraya River, this storied district blends old-world charm with a fresh wave of artistic and culinary innovation. Centuries-old shrines and warehouse-turned-galleries sit alongside Michelin-starred restaurants and hidden coffee houses, making Song Wat a fascinating neighbourhood to explore on foot.
>> Read more
Tourism officials are also organizing a media launch in Dubai to promote the Grand Tourism and Sports Year campaign, targeting travellers in Saudi Arabia, the United Arab Emirates and Qatar — countries seen as key outbound markets for Thailand in the coming years.
After ATM 2025, TAT will continue its promotional push with a roadshow in Riyadh, Dammam and Doha from May 4 to 7 to meet local operators and media, with the goal of expanding Thailand’s presence in the Gulf.
The Middle East is an increasingly important source market for Thailand. From January 1 to April 22 this year, Thailand recorded more than 162,000 arrivals from the region, with Saudi Arabia leading growth at a 15.26% year-on-year increase. Middle Eastern visitors stay an average of 13.6 days and spend about 90,000 baht ($2,500) per trip, according to TAT data.
Officials say Middle Eastern tourists are particularly drawn to Thailand’s beaches, nightlife, historical attractions and halal-friendly services, and that many are first-time visitors, suggesting further room for market expansion.
Thailand’s renewed focus on wellness and luxury tourism comes as the country seeks to diversify its tourism base and drive higher-spending segments after the pandemic downturn. The government aims to draw 40 million international visitors overall in 2025.
