The Thai government has unveiled an ambitious plan to attract 12 million foreign arrivals within its four-month tenure, anchored by four headline events: the Amazing Thailand Marathon, Maha Loy Krathong 2025, Vijit Chao Phraya Light Festival, and the Amazing Thailand Countdown.
Nat Kruthasoot, deputy governor for tourism products and business at the Tourism Authority of Thailand (TAT), said the agency is gearing up for a series of major high-season events designed to appeal to both short and long-haul tourists.
Following the success of the Maha Songkran World Water Festival 2025, TAT is set to launch the 30-million-baht Maha Loy Krathong 2025 festival this November, aiming to elevate it to a world-class cultural celebration.
The festivities will take place in Sukhothai and Ayutthaya and are expected to draw at least 450,000 visitors and generate over 800 million baht in revenue.
Meanwhile, the Amazing Thailand Marathon 2025 is being positioned as a key driver of sports tourism. Scheduled for late November, the event will once again feature Olympic legend Eliud Kipchoge as ambassador.
Organisers expect more than 36,000 runners, both local and international, contributing an estimated 894 million baht in tourism revenue.
Mr. Nat noted that while global economic conditions may limit spending power, the TAT remains determined to scale up its flagship events to attract broader audiences.
Another major highlight is the Vijit Chao Phraya Light Festival, a spectacular riverside illumination running from November 1 to December 15 with a 50-million-baht budget.
The event has been extended to 45 days from 30 days last year and is projected to draw at least 1.5 million visitors, generating around 500 million baht in revenue. Mr. Nat added that cruise bookings along the Chao Phraya River are already nearing full capacity.
For the year-end celebrations, the agency plans to focus on regional countdowns as Bangkok continues to host numerous private events.
Chiang Mai and Phayao will serve as TAT’s main countdown hubs, with a combined budget of 25 million baht and an expected attendance exceeding 150,000 visitors.
“Thailand’s natural attractions have become familiar to tourists, so we are creating new events and celebrations to draw demand,” Mr. Nat said. “We remain focused on high-value tourism, with less dependence on volume and price discounts.”
