Celebrating 50 Years at ITB Berlin with an Expanded Pavilion Focused on Sustainability, Cultural Soft Power, and Innovation

Held from 4-6 March 2025 at Messe Berlin, ITB Berlin remains the world's leading travel trade show. Aligned with the "Ignite Thailand's Tourism" policy, the Thailand Pavilion has expanded to 1,820 square metres, reinforcing Thailand's global tourism brand with an emphasis on sustainability, culture, and innovation.

TAT Governor Ms Thapanee Kiatphaibool stated: "Thailand's expanded presence at ITB Berlin reflects our commitment to high-value, sustainable tourism. Through 'Amazing Thailand Grand Tourism and Sports Year 2025,' we aim to showcase Thailand's cultural richness, soft power, and innovation as a top global destination." The pavilion hosts over 150 Thai tourism operators and key stakeholders, including the Thailand Privilege Card, the Department of Tourism, and the Sports Authority of Thailand. It features five zones: Business and Provincial Areas, Partner Organisation Areas promoting sustainable tourism, the Saneh Thai (Soft Power) Area, and sections on hidden gem provinces and sports tourism.

On 4 March, Her Royal Highness Princess Ubolratana visited the pavilion, participating in a traditional Thai fabric bag decoration activity. Prime Minister H.E. Ms Paetongtarn Shinawatra visited the following day, presiding over the Amazing Thailand Networking Event and launching “Amazing Thailand Grand Tourism and Sports Year 2025” in the European market.

The Thailand Mini Mart, now in its 10th year, connects Thai operators with European buyers. The SANEH THAI Showcase celebrates Thailand's cultural heritage and sustainable tourism, featuring regional crafts, workshops, and local cuisine.

A new digital initiative, the TATAI System, developed with Google, offers real-time travel assistance. The pavilion also showcases AI-driven marketing tools for Thai tourism businesses.

TAT aims to reach 39 million visitors and 3.5 trillion Baht in revenue by 2025, with European arrivals projected to grow significantly, particularly from Germany, a key source market.