The Thai government, led by the Ministry of Tourism and Sports, has introduced a new initiative called “72 Styles of Happiness” to stimulate domestic travel in late 2024. This campaign, aiming to promote unique travel experiences across 72 distinct routes nationwide, features an E-book guide emphasizing the concept “5 Must Do in Thailand.” The guide encourages travelers to explore five key activities—culinary, adventurous, artistic, scenic, and local experiences. To further the campaign’s reach, five key opinion leaders (KOLs) have been enlisted to create travel vlogs, highlighting their personalized journeys on select routes.

Through this campaign, the government seeks to drive sustained travel into 2025, targeting a 7.5% revenue increase. The Tourism Authority of Thailand (TAT) intends to bolster the appeal of Thai destinations with a focus on “Thai Charm” and “Cities Worth Visiting,” enhancing both domestic and international tourism. This strategy is set to position Thailand as a regional tourism hub, boosting local economies and encouraging year-round travel.

In addition to increasing tourism activity, the government has positioned tourism as one of eight economic pillars, envisioning Thailand’s return to prominence as a top global destination. By 2025, the tourism sector aims to attract over 39 million foreign visitors, reinforcing its role as a key driver of sustainable economic growth.