Friday, May 30, 2025
Thailand Seeks to Revitalize Tourism from Japan with Roadshow Initiative
Thailand has launched the Amazing Thailand Roadshow to Japan 2025 with the aim of attracting a new wave of Japanese visitors. This effort is focused on promoting Thailand as an attractive destination for both leisure and business travelers. Spearheaded by the Tourism Authority of Thailand (TAT), the initiative is part of a broader campaign to significantly increase the number of tourists coming from Japan, with a target of generating 55 billion baht in tourism revenue by the end of the year.
A Market in Recovery
Japan’s tourism to Thailand has shown positive growth in recent years, marking a notable recovery post-pandemic. In 2025, the number of Japanese visitors to Thailand has increased by 12.3%, continuing the upward trend that started in 2024. That year saw a pivotal moment when the number of Japanese tourists visiting Thailand surpassed one million for the first time since the COVID-19 pandemic. This resurgence points to a renewed desire among Japanese travelers to return to Thailand, signaling optimism for the tourism sector’s recovery.
To build on this momentum, TAT is organizing a series of events in Tokyo, Nagoya, and Fukuoka from May 26 to 30. The roadshow will bring together more than 25 Thai tourism operators and over 60 Japanese travel agencies, facilitating direct business-to-business meetings aimed at expanding tourism relations. Over 1,000 business meetings are expected to take place, showcasing the growing interest in Thai destinations and the business potential these meetings offer.
Thailand’s Tourism Market in Japan: Past and Present
Before the pandemic in 2019, Japan was one of Thailand’s largest sources of international tourists. In that year, 1.78 million Japanese visitors traveled to Thailand, contributing a significant 93.7 billion baht to the country’s tourism revenue. The recovery trend continued in 2024, with 1,050,904 Japanese tourists visiting Thailand—a 30.68% increase compared to the previous year. In the first four months of 2025, Thailand welcomed 374,000 Japanese travelers, marking a 12.32% increase from the same period in 2024. These figures are a positive indication of the growing appeal of Thailand as a travel destination for Japanese tourists.
However, despite these improvements, outbound travel from Japan is still below pre-pandemic levels. The Japan National Tourism Organization (JNTO) reports that in February 2025, only 1.18 million Japanese citizens traveled abroad—a 20.7% increase from the previous year, yet still far from the levels seen before the pandemic.
Targeting Japan’s Green Season and Younger Demographics
In addition to capitalizing on the general rise in travel, TAT is focusing on boosting tourism during Japan’s Green Season (May to October), which traditionally sees lower levels of outbound travel. By offering special promotions, TAT plans to attract a diverse range of travelers, especially Millennials and Gen Z, who are more likely to seek experiential travel. Moreover, TAT is keen to appeal to repeat visitors and broaden its marketing efforts beyond major cities, extending to regional areas in Japan that may have previously been overlooked.
The primary focus of this initiative is not only on traditional high-spending tourists but also on the younger generation, who are keen to experience sustainable tourism. The Environment Education Center (EEC) is one of the key attractions promoted during the roadshow, as it supports coral planting and community-based tourism (CBT), aligning with Thailand’s commitment to the Sustainable Development Goals (SDGs).
Roadshow Events Across Japan
The roadshow will take place at three key locations in Japan, allowing Thai operators to connect directly with Japanese industry leaders:
- Shinagawa Prince Hotel, Tokyo (May 26)
- Courtyard by Marriott, Nagoya (May 28)
- Oriental Hotel Fukuoka Hakata Station, Fukuoka (May 30)
During these events, B2B meetings will facilitate deeper collaboration between the two nations’ tourism sectors. Each meeting will last eight minutes, with 25 Thai operators meeting 28 Japanese companies in total. Alongside these meetings, the roadshow will feature product briefings, trade meetings, and networking receptions designed to deepen the understanding of Thailand’s offerings in the Japanese market.
Strategic Marketing and Market Challenges
To enhance its appeal, TAT is tapping into new tourism trends that have emerged in Japan. The focus is on promoting sustainable tourism and engaging with younger, socially conscious travelers. One key partnership is with TV Asahi, which produces the popular Doraemon cartoon. The show recently featured Thai locations, such as tuk-tuks and the Damnoen Saduak floating market, exposing younger audiences to Thailand’s culture. Social media influencers and key opinion leaders (KOLs) will also play an instrumental role in amplifying the message of Amazing Thailand to a wider audience.
However, challenges remain in the Japanese market. Strong competition from domestic tourism campaigns in Japan, as well as a weaker yen, have made international travel more expensive, raising costs by about 30%. Furthermore, airfares from Japan to Thailand are still more expensive than the reverse route, creating a barrier for Japanese tourists who are already facing a financial pinch.
The Future of Thai-Japanese Tourism
TAT is focused on adapting to the evolving preferences of Japanese travelers, particularly in the context of post-pandemic travel habits. By emphasizing sustainable tourism and targeting the 30 million young Japanese who have never visited Thailand, TAT is looking to diversify its tourist base. This focus reflects broader global trends in travel, where sustainable and experiential tourism are gaining traction among younger generations.
This roadshow is seen as a pivotal moment for solidifying Thailand’s position as a must-visit destination for Japanese tourists. Thailand’s rich cultural heritage, combined with its commitment to sustainable travel practices, is likely to make it even more attractive to global travelers looking for a meaningful experience.
The Amazing Thailand Roadshow to Japan 2025 serves as a crucial step in revitalizing tourism between the two countries. By embracing current travel trends, focusing on younger travelers, and promoting sustainable tourism, Thailand is poised to attract a more diverse range of Japanese visitors. Despite challenges such as rising costs and strong domestic competition, Thailand remains well-positioned to continue thriving as a leading travel destination for Japan. As both nations work together to enhance their tourism relations, Thailand’s vibrant culture, natural beauty, and commitment to sustainability will surely make it an increasingly appealing choice for Japanese travelers in the years to come.
