The Year 2024 marks Thailand’s 49th participation in the world’s leading travel trade Show ITB Berlin held from 5 – 7 March at the Messe Berlin Exhibition Grounds in Berlin, Germany.
As reported by Tourism Authority of Thailand (TAT), for Thailand this year’s ITB Berlin became special as the event was graced by the presence of Her Royal Highness Princess Ubolratana of Thailand at the Thailand stand on 5 March 2024. Another remarkable was Thailand Prime Minister H.E. Mr. Srettha Thavisin addressed the function.
Delivering a statement at the “Amazing Thailand Networking Event with the Prime Minister of Thailand” as part of the country’s 49th participation in the ITB Berlin 2024 in Germany organised by the Tourism Authority of Thailand (TAT) held on 7 March 2024, Thailand’s Prime Minister H.E. Mr. Srettha Thavisin stated the importance of tourism in socio-economic development and shared the government’s vision to drive the Thai tourism industry to the next level and generate 90.36 billion euros in overall tourism revenue for this year.
Of these, 59.38 billion euros will be from international tourism, including 17.15 billion euros in revenue and 8.5 million visitors from the Europe, Africa, and Middle East markets, he added.
Indicating the significant improvement in the ease of travelling over the past five months, including the temporary visa exemptions for some countries, the PM added talks are underway with the EU for Schengen visa exemption and ASEAN counterparts for the “One Visa, Free your Destination” agreement, TAT reports.
The PM also extended an invitation to tourists to explore secondary destinations beyond world-renowned cities like Bangkok and Chiang Mai to indulge in local cultures and unique experiences. He cited his travel experiences of many interesting local cultures and hidden gems in lesser-known cities.
The PM reiterated that the government places ‘Thai Soft Power’ at the core of its tourism policy. Thailand’s unique and beautiful festivals are being leveraged to position the country as a world-class festival destination.
Lastly, Prime Minister Srettha expressed his vision to see Thailand become the aviation hub of Southeast Asia within this decade.
The Amazing Thailand Networking Event with the Prime Minister of Thailand was attended by more than 200 invited European and Thai tour operators and media members, TAT said.
TAT also used the networking event as a platform to launch for the first time at the ITB Berlin 2024, its latest TVC: “Amazing Thailand: Your Stories Never End” communication concept.
The Thai delegation, comprising 61 hotels and resorts, 13 tour companies, the Thailand Privilege Card, the Thai Ecotourism and Adventure Travel Association (TEATA), the Designated Areas for Sustainable Tourism Administration (DASTA), and the Department of Tourism, is stationed at the Thailand stand in Hall 26B.
Thailand’s Minister of Tourism and Sports Ms. Sudawan Wangsuphakijkosol said “Thailand invites all tourism professionals attending the ITB Berlin 2024 to meet and discuss business opportunities with senior travel executives, while exploring mutual partnerships with government representatives at the Thailand stand.”
TAT Governor Ms. Thapanee Kiatphaibool, said “For this year’s ITB Berlin 2024, TAT is presenting tourism offerings that correspond with our enhanced efforts to shape tourism supplies towards high value and sustainability. These include a selection of winners of the Thailand Tourism Awards and businesses with STAR certifications.”
The annual ‘Thailand Mini Mart’ took place on 6-7 March at the Thailand stand.
The Sustainable Tourism Acceleration Rating (STAR) system represents a key element under TAT’s own Sustainable Tourism Goals. At least 80% of all tourism stakeholders in Thailand are earmarked to get a STAR by 2025, up from currently 576 businesses.
