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Thailand showcased its cultural soft power at Tourism Expo Japan 2025 in Nagoya, attracting Japanese travellers with the “5 Must Do in Thailand” theme. With expanded air connectivity and targeted campaigns, TAT aims to draw 1.25 million Japanese visitors by year-end, boosting cultural tourism and sustainable travel.
Siam Piwat’s IconSiam continues to redefine Thailand’s economy and global image. Generating over 400,000 jobs and boosting land, tourism, and retail growth, the riverside megaproject exemplifies co-creation with communities. With luxury brands expanding and global recognition, IconSiam stands as a benchmark for sustainable urban development and world-class retail.
The Zhejiang Provincial Department of Culture and Tourism held the “Inspired by Mountains and Seas, Travel in Zhejiang” promotion in Malaysia. Nearly 100 industry leaders and agencies joined, launching customized tour packages and a Familiarization Tour to deepen Zhejiang–Malaysia cultural ties and boost Southeast Asia tourism exchanges.
Thailand’s tourism income fell 20% in 2025, mainly due to fewer high-spending visitors. The government is shifting toward sustainability and broader global outreach to restore growth and build resilience in the sector.
In September, Brazilian traveler Juliana Noronha volunteered with the Tay community in Thai Hai, Thai Nguyen province, Vietnam. Recognized by UNWTO, the village preserves Tay cultural heritage through authentic communal living, attracting visitors to experience and participate in local traditions.
