The Thailand Travel Market (TTM+) 2025 exhibition kicked off from June 4 to 6, 2025 at the Royal Park Rajaprik in Chiang Mai, Thailand, with the participation of (400) participants from major regions, including Europe, Asia, the Americas and Oceania, as well as emerging markets in Eastern Europe, the Middle East, South America and South Africa. This reflects the importance of this exhibition as a leading platform to showcase Thai tourism, and bring together buyers and sellers from all over the world to strengthen their existing business relationships and build new ones. This year, the spotlight was on the ongoing transformation of Thai tourism, focusing on purposeful and sustainable travel.
Regarding the exhibition, Zubaida Hamadneh met at the Thai Travel Market with: Ms. Tapani Kiatvaipul, Governor of the Tourism Authority of Thailand; Ms. Malini Nitikasitsonthorn, Executive Director of the Americas, Middle East and Africa of the Tourism Authority of Thailand; and Mr. Ahman Madadam, Director of the Tourism Authority of Thailand (Dubai Office).
The Governor of the Tourism Authority of Thailand, Ms. Tapanie Kiatphaipol, confirmed that the Middle East and Africa region, especially the Gulf Cooperation Council (GCC) countries, are the world’s highest-spending travelers, with an average spend exceeding 90,000 Thai baht per person per trip, far exceeding the global average of 57,000 Thai baht. During the period from January 1 to May 25, 2025, Thailand welcomed 263,960 visitors from the Middle East and Africa region, registering a year-on-year growth of 12.69%. This is due to the following reasons: strong purchasing power, longer stays, and growing interest in health and wellness. Therefore, the Middle East and Africa market is a key focus of our strategic direction, and by the end of 2025, we aim to exceed one million visitors from the Middle East and Africa region, including 750,000 visitors from the GCC.
The Governor of the Tourism Authority of Thailand added that Thailand is witnessing a steady growth in the number of visitors, especially from the Kingdom of Bahrain, with an estimated 7,195 tourists (+5.49%) so far in 2025. We expect to receive more than 300,000 visitors, more than 40,000 Bahraini visitors this year. The Tourism Authority of Thailand (TAT) is taking several strategic initiatives, including regional marketing campaigns: TAT is launching targeted marketing campaigns in the Kingdom of Bahrain and the Gulf Cooperation Council (GCC) countries. These campaigns focus on highlighting Thailand’s unique offerings, showcasing luxury resorts, spas, and family destinations specifically designed for Arab travelers. TAT is also working to improve air connectivity by cooperating with airlines to increase direct flight options to Thailand from major cities in the Gulf countries, including the Kingdom of Bahrain, which enhances travel comfort and reduces transit times. TAT is also launching travel packages that prioritize privacy, luxury, and health, including private villas and dining options. Halal-friendly for Muslim visitors, and special wellness programs cater to the needs of health-conscious travelers.
Ms. Tapani Kiatvaipul added that the Tourism Authority of Thailand (TAT) is closely collaborating with travel agencies in the Kingdom of Bahrain and the Gulf countries to create customized travel programs that cater to the interests of Arab tourists, ensuring a more personalized travel experience. Through these efforts, the TAT aims to create an attractive and accessible destination for travelers from the Arab region, promoting sustainable tourism growth in 2025 and beyond. Regarding the Tourism Authority of Thailand’s cooperation with airlines and travel agents in the Middle East and Africa to promote Thailand, Pete Panh, Governor of the Tourism Authority of Thailand, said, “Through our strong partnerships with prestigious airlines such as Gulf Air, Emirates, Etihad Airways, Saudi Arabian Airlines, and Qatar Airways, as well as prominent travel brands such as Almosafer and Wego, we collaborate closely to launch effective joint marketing campaigns and tailor-made travel packages. These partnerships enable us to leverage each brand’s strengths and broad reach to its customer base to deliver precisely targeted offers.” She added that the joint campaigns focus on key travel segments, including: First, second visits (for frequent travelers) through tailor-made packages that encourage travelers to explore lesser-known destinations, cultural experiences, and hidden gems, enhancing their appreciation after their first visit. Second, exclusive premium offers that include upscale accommodations, private tours, fine dining experiences, and tailor-made services that meet the needs of the discerning luxury traveler. Third, spas, which are comprehensive travel options that focus on Wellness, including spas, holistic wellness programs, and meditation experiences that promote physical and mental well-being, has also been carefully tailored to Muslim travelers through carefully designed travel packages that cater to the needs of Muslim travelers, such as halal food options, prayer facilities, and experiences that are compatible with Islamic values. She emphasized that all these initiatives have been designed to align with the unique preferences, cultural sensitivities, and travel behaviors of the Middle East and Africa region, ensuring their suitability and appeal to a diverse group of travelers. The Governor of the Tourism Authority of Thailand concluded: “To all visitors from the Kingdom of Bahrain and the Gulf countries, whether you are a decision-maker, Gen Xer planning a luxury family trip, or to all the adventurous millennials seeking exciting experiences, or Gen Z explorers capturing unforgettable moments, or those seeking tranquility, or even retirees who love the tranquil landscape, Thailand is your second home. With new destinations to explore, world-class hospitality, and personalized experiences, Thailand welcomes you.”
Regarding the selection of Chiang Mai as this year’s host city for TTM+, Ms. Malini Nitikasitsonthorn, Executive Director of the Americas, Middle East and Africa at the Tourism Authority of Thailand, explained that Chiang Mai is a charming destination that harmoniously combines natural beauty, its rich cultural heritage, and services specifically designed for Arab travelers. In addition to its serene natural scenery and historic temples, the city offers a variety of products and services that cater to the needs and preferences of Arab visitors, thanks to its halal-certified restaurants that serve authentic Thai cuisine alongside Middle Eastern dishes. The city’s vibrant night market and local markets also feature halal food stalls, ensuring diverse culinary options. Chiang Mai is keen to develop its infrastructure by providing many luxury and boutique hotels, prayer facilities, Qibla markers, and Arabic-speaking staff to enhance the comfort of Arab guests. This undoubtedly contributes to the provision of family resorts with private villas and spas that provide privacy and exclusive services, creating cultural and spiritual experiences in a tranquil atmosphere ideal for cultural immersion. Visitors can explore ancient temples, participate in traditional Thai craft workshops, or enjoy scenic river cruises along the Ping River. Ms. Malini Nitikasitsonthorn added that Chiang Mai is characterized by vibrant markets, such as the Warorot Market, and modern shopping centers, with local handicrafts, textiles, and souvenirs. The spas offer gender-segregated services and special treatments, in line with cultural preferences. She explained that Chiang Mai is a haven for those seeking outdoor activities, such as quiet nature trails, elephant sanctuaries that promote ethical tourism, and stunning mountain views. Ideal for family outings and photography, promoting Chiang Mai aligns with our vision of highlighting second-tier cities like Trat, Satun, and Chiang Rai. These hidden gems offer authentic experiences, cultural richness, and services tailored to discerning Arab travelers.
Regarding the travel trends she expects among Middle Eastern tourists to Thailand in 2025, the Executive Director of the Americas, Middle East and Africa at the Tourism Authority of Thailand said that one of the key trends is the rise of purposeful travel, particularly among Generation X travelers, who now hold senior positions and influence their families’ decisions. They are increasingly seeking luxury, wellness, medical tourism, and rich cultural experiences. This group is also more inclined to explore new destinations outside of Bangkok and Phuket, including Hua Hin, Khao Yai, Krabi, Chiang Rai, and Koh Samui.
Additionally, social media trends play a significant role, especially among Arab travelers, as many of these travelers follow their favorite Arab influencers to discover must-see attractions in Thailand. Influencers often showcase hidden gems, unique cultural experiences, and luxury destinations, inspiring their followers to explore beyond the traditional tourist areas. “Thailand blends heritage with healing, so we’re highlighting private villas, halal spa experiences, integrated wellness services, and luxurious beach resorts. These activities seamlessly align with our national campaign, ‘The Amazing Thailand Year of Tourism and Sports,’ a dynamic initiative designed to showcase Thailand’s diverse offerings in health, sports, and purposeful travel experiences. This campaign aims to establish Thailand as a leading tourism destination where visitors can rejuvenate their physical wellness by participating in rich cultural and sporting activities,” she explained.
When asked about upcoming initiatives or events focused on promoting Thailand to travelers from the Middle East and Africa, Mr. Ahman Madadam, Director of the Tourism Authority of Thailand (Dubai Office), explained that there are initiatives to enhance communication with travelers from the Middle East and Africa, including regional familiarization tours, joint marketing campaigns with airlines, collaborations with influencers, familiarization trips with travel agents and the media, and business-to-business (B2B) activities. In addition, to improving the travel experience, Thailand is currently implementing the Thailand Digital Arrival Card (TDAC), which simplifies immigration procedures for international travelers by enabling faster and smoother digital entry. This innovation supports our goal of enhancing visitor convenience, increasing repeat travel, and achieving our ambitious forecast of welcoming 750,000 travelers from the GCC and more than 1 million travelers from the Middle East and Africa by the end of 2025. He added, “We are continuously working with our Thai partners to enhance Muslim-friendly offerings and ensure a comprehensive and welcoming experience for Muslim travelers. This includes obtaining halal food certification for various restaurants and food establishments, and ensuring compliance.” Meals comply with Islamic dietary guidelines. We also ensure the availability of prayer facilities, such as designated prayer rooms equipped with necessary amenities such as prayer rugs and Qibla direction indicators, in hotels and tourist sites.” Mr. Ahman emphasized that we are working with hospitality providers to employ Arabic-speaking staff, which facilitates communication and provides personalized service. Additionally, we encourage the provision of villas with private pools and family accommodations that accommodate privacy preferences and the needs of large families. Through the TTM+ platform, market briefings, and comprehensive sales training sessions, we aim to provide Thai sellers with the tools, knowledge, and strategies necessary to effectively penetrate the Middle East and Africa market. TTM+ is an important platform for networking and showcasing Thai tourism products and services, while the market briefings provide in-depth insights into travel trends in the Middle East and Africa region, consumer preferences, and business opportunities. Sales training enhances sellers’ ability to engage with and attract buyers from the Middle East and Africa.
