Wednesday, March 5, 2025
The Tourism Authority of Thailand (TAT) is leading a substantial delegation of 160 Thai tourism operators to ITB Berlin 2025, the world’s largest travel trade show, which is scheduled to take place from March 4–6, 2025, in Berlin, Germany. This year’s event is expected to be more significant than ever, as TAT aims to expand Thailand’s tourism presence globally and increase its market share. In an unprecedented move, Thailand has significantly expanded its booth size, increasing it from 540 square meters to 1,820 square meters, which is equivalent to an entire hall at the trade show. This expansion is part of Thailand’s strategy to position itself as a global leader in tourism, coinciding with the designation of 2025 as the “Amazing Thailand Grand Tourism & Sports Year.”
The expanded booth will feature participants from both major tourist cities and emerging destinations across Thailand, highlighting the country’s commitment to promoting its diverse range of attractions. According to officials, the goal is to tap into the European market, particularly targeting high-potential tourists who tend to stay longer and spend more. By 2025, the Tourism Authority of Thailand aims to attract 10.6 million long-haul tourists and generate 870 billion baht in tourism revenue.
A Larger Presence at ITB Berlin
This year’s Thai delegation will represent an array of tourism operators, with 160 participants, making it the largest contingent Thailand has ever sent to ITB Berlin. The delegation will include representatives from various sectors within the tourism industry, with 88% of participants coming from the hotel and accommodation sector, 8% from Destination Management Companies (DMCs) specializing in tourism activities and events, and 4% from other tourism-related sectors. The expansion of Thailand’s booth to a full hall reflects a commitment to increasing opportunities for operators, particularly those from “Hidden Gem Cities” — emerging destinations that have never previously participated in ITB Berlin.
To support this initiative, a dedicated Hidden Gem Cities Zone has been created, providing a business networking space for operators from 17 provinces across Thailand’s five regions. This zone is designed to provide exposure for less-visited areas, allowing them to establish connections with international partners and showcase their unique offerings.
The Hidden Gem Cities
Among the many tourism operators attending ITB Berlin, a notable focus will be on the Hidden Gem Cities. These include destinations that have not traditionally been on the international tourism radar but offer unique experiences. Operators from northern, northeastern, eastern, and southern regions of Thailand are participating in this initiative. Some of the operators from the northern region include The Legend Chiang Rai Boutique River Resort and Spa (Chiang Rai), Sang Poy Cottage (Mae Hong Son), and Nan Boutique Hotel and Resort (Nan). Similarly, the northeastern region will be represented by companies like New Wave Travel Ltd. (Nong Khai) and Thanathip 456 Co. (Udon Thani).
In addition to these regional players, a start-up called Local Alike Co., Ltd. will also participate. This company focuses on community-based tourism and will present its platform to international audiences at ITB Berlin.
Highlighting Thailand’s Unique Attractions
The centerpiece of Thailand’s exhibition at ITB Berlin will be a showcase titled “Thai Charms.” This exhibit will spotlight the diverse local identities from various regions of Thailand under the theme “5 Must-Do in Thailand.” The showcase will not only highlight the country’s popular tourist destinations but also emphasize sustainability — a key trend in global tourism. Additionally, the tourism products showcased will include innovations in travel technology, underscoring Thailand’s position as a forward-thinking and tech-savvy destination.
A major innovation at the event will be the debut of TATAI, a 3D hologram booth powered by AI. This interactive system aggregates Thai tourism data from various sources, creating a digital knowledge hub for travelers. It allows visitors to engage in real-time, web-based conversations to gain personalized information about destinations and services in Thailand. This cutting-edge technology is expected to attract significant attention from global tourism businesses and play a crucial role in supporting Thailand’s tourism goals.
Global Impact on Travelers and the Travel Industry
The presence of Thailand at ITB Berlin 2025 will have far-reaching implications for both the global travel industry and travelers worldwide. For Thailand, the expanded participation and the focus on emerging destinations represent an effort to diversify the tourism offering and attract a wider range of international visitors. The introduction of advanced technology, such as the TATAI hologram, will set a new standard for how tourism destinations interact with potential visitors, providing personalized, interactive, and real-time information that enhances the travel planning experience.
For the global tourism industry, the showcase of Thailand’s diverse regions and the emphasis on sustainability aligns with the growing demand for responsible travel. The inclusion of Hidden Gem Cities is also likely to inspire other destinations to focus on lesser-known locations, bringing new and unique travel experiences to light. Additionally, the increased focus on European markets could influence how other countries approach their tourism strategies, especially as competition for international visitors intensifies.
Thailand’s extensive presence at ITB Berlin 2025 highlights the country’s ambition to elevate its tourism sector to new heights. By focusing on both established and emerging destinations, as well as integrating cutting-edge technologies, Thailand is positioning itself as a leader in the global travel market. The emphasis on sustainability and community-based tourism is also likely to resonate with the growing global trend toward responsible travel. As more countries adopt similar approaches, the global tourism landscape will continue to evolve, with destinations increasingly leveraging technology and unique experiences to attract and engage international visitors.
