Tourism promotion campaign initiated in three Japanese cities by TAT, aiming at generating THB 55 billion revenue by 2025.
Thailand's Tourism Blitz in Japan: Aiming to Bag 55 Billion Baht from the Land of the Rising Sun
Get ready Japan, 'cause Thailand's got a plan to make your wallets a bit lighter! The Tourism Authority of Thailand (TAT) has thrown their hat in the ring with the Amazing Thailand Roadshow to Japan 2025. Their mission? To entice Japanese tourists to visit the Land of Smiles and bump up tourism revenue to an impressive 55 billion baht.
This roadshow is no small operation. It's coming to three major Japanese cities, Tokyo, Nagoya, and Fukuoka, and it's bringing a never-before-seen lineup of Thai tourism operators eager to seal the deal with Japanese travel operators. With over 1,000 business meetings on the agenda, these cats mean business!
Japan’s tourist market has been on a rollercoaster ride, but in 2025 so far, Thailand’s seen a whopping 12.3% increase in Japanese tourists. This rise comes on the heels of 2024's record-breaking year, when Japan became the first million-mark tourist crowd to hit Thailand’s shores since the Covid-19 pandemic.
TAT’s gonna make sure they come rolling in, hosting events from May 26 to 30. Nearly 25 Thai tourism businesses will put their best foot forward, meeting with over 60 Japanese travel operators. It's gonna be a wild rodeo!
Wanna know what really got the TAT fired up? Back in 2019, Japan ranked as one of Thailand's largest tourist markets, with over 1.78 million arrivals raking in a whopping 93.7 billion baht in revenue. In 2024, the number of Japanese tourists visiting Thailand climbed to 1,050,904, marking a 30.68% increase year-over-year. The first four months of 2025 saw nearly 374,000 arrivals, a 12.32% leap from the prior year, mainly thanks to the climbing number of flights between the two countries.
What’s Japan got to say about all this? Outbound travelers hit 1,181,100 in February 2025, a 20.7% hike year-over-year, though it's still not back up to pre-pandemic levels.
Pattaraanong Na Chiangmai, TAT’s Deputy Governor for Asia and South Pacific markets, got down to business. He stressed that the roadshow aims to generate extra tourism during Japan’s Green Season (May-October), traditionally a low season. The roadshow will feature attractive packages and deals, targeting premium tourists as well as new-generation travelers, from Millennials to Gen Z. They're also hoping to retain current customers and expand the market beyond big cities to regional areas in Japan.
The roadshow’s itinerary includes trade meetings, product briefings, networking events, and an Amazing Thailand Quiz to beef up brand recognition of Thailand in the Japanese market.
The events will take place at:
- Shinagawa Prince Hotel, Tokyo (May 26)
- Courtyard by Marriott, Nagoya (May 28)
- Oriental Hotel Fukuoka Hakata Station, Fukuoka (May 30)
Kajorndej Apichartrakul, TAT’s Tokyo Office Director, reported sky-high interest from both Thai and Japanese operators. The B2B meetings far surpassed targets, with 25 Thai operators locking horns with 28 Japanese companies in eight-minute sessions.
Thai tourism products in the spotlight include eco-friendly hotels and sustainable tourism packages such as the Environment Education Center (EEC). According to sustainable development goals (SDGs), the EEC promotes eco-tourism with activities like coral planting and community-based tourism (CBT).
The Japanese market isn't all smooth sailing; there are obstacles to conquer. Strong domestic tourism promotion and a weaker yen, which has increased the cost of international travel by about 30%, are the two main challenges looming on the horizon. Airfare from Japan to Thailand is still a bit higher than the reverse route.
But TAT’s not throwing in the towel yet. They’re gonna take aim at the 30 million young, untouched Japanese and dive into new trends like SDG-focused travel, sustainable tourism, and boy love (BL) content. Marketing heavyweights include TV Asahi, the Doraemon cartoon’s producer, and key social media influencers.
- Tags
- Japan
- Tourism Authority of Thailand (TAT)
- Tokyo
- Nagoya
- Fukuoka
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- The Tourism Authority of Thailand (TAT) is aiming to generate 55 billion baht from Japan, targeting premium tourists and new-generation travelers.
- TAT's Amazing Thailand Roadshow to Japan 2025 is a large-scale operation, reaching three cities with over 1,000 business meetings planned.
- The Japanese tourist market has experienced a rollercoaster ride but has shown significant increases in recent years, with a 12.3% rise in 2025 so far.
- The TAT roadshow will include trade meetings, product briefings, networking events, and an Amazing Thailand Quiz, aimed at boosting brand recognition in the Japanese market.
- The roadshow's locations include the Shinagawa Prince Hotel in Tokyo, Courtyard by Marriott in Nagoya, and Oriental Hotel Fukuoka Hakata Station.
- TAT faces challenges such as strong domestic tourism promotion and a weaker yen, but they plan to address these issues through SDG-focused travel, sustainable tourism, and marketing strategies like partnering with TV Asahi and key social media influencers.
