Published on
November 19, 2025
Greece Joins Germany, Italy, France, Ireland, Spain, and Other European Countries as Thailand Government Extends New Half-Half Travel Campaign to Skyrocket Tourism Growth and Demand, aiming to attract 8.45 million European visitors in 2025. This extension targets key markets including Germany, France, United Kingdom, Russia, and Italy, driven by a strong recovery plan to boost travel demand from both established and emerging European countries. The campaign, which offers significant travel incentives, is designed to counteract recent downturns in tourist arrivals and revitalize Thailand’s tourism industry by focusing on high-potential European markets.
As Thailand grapples with the challenge of recovering from a slow tourism period, the government, along with major tourism organizations, has launched an ambitious strategy to reignite growth in the tourism sector. The country is leaning on its highly successful Half-Half Thailand Travel campaign, extending it to key European countries in 2025 and beyond. This decision is backed by growing concerns over waning short-haul markets and intensifying competition from emerging regional rivals. By offering attractive incentives, partnerships, and strategic marketing initiatives, Thailand is positioning itself to capture millions of European visitors, aiming for a resurgence in travel demand.
Key European Markets Targeted
Thailand’s Half-Half Travel initiative aims to reach 8.45 million European visitors in 2025, with major focus on high-potential markets. These include some of the largest and most lucrative travel markets in Europe. The government’s target for the campaign is over 1 million arrivals from Germany, the United Kingdom, and France, and 2 million visitors from Russia. The targeted countries span from Western Europe to Eastern Europe, covering established markets and emerging ones alike.
The government has unveiled a two-pronged strategy to focus both on short-term measures to stimulate travel and long-term structural reforms to make Thailand an even more attractive destination. Among these efforts is an extension of the Half-Half Thailand Travel Campaign, which will help create special offers for both domestic and international tourists.
Table: European Countries Targeted by Thailand’s Half-Half Travel Campaign
| Country | Targeted Visitors in 2025 | Remarks |
|---|---|---|
| Germany | Over 1 million | One of Thailand’s largest European markets |
| France | Over 1 million | Strong historical ties and travel demand |
| United Kingdom | Over 1 million | Large Thai diaspora and travel enthusiasts |
| Russia | 2 million | Growing demand from Russia, particularly from Eastern regions |
| Poland | — | Rising interest in Southeast Asian destinations |
| Italy | — | Historic ties and growing travel demand |
| Spain | — | Spain’s travel demand has been rising steadily |
| Greece | — | Greece aligns with Thailand’s tourism themes |
| Turkey | — | Travel links and tourism cooperation growing |
| Israel | — | High spending tourists, a niche market |
| Czechia | — | Increasing interest in exotic Southeast Asia |
| Slovakia | — | Similar to Czechia, a growing market for Thailand |
| Romania | — | Underserved but with increasing travel interest |
| Hungary | — | A promising market for cultural and leisure tourism |
| Bulgaria | — | New travel connections expected from Bulgaria |
Why is the Campaign Important?
2025 has been one of the most challenging years for Thai tourism, as both domestic and international markets have shown contraction. However, despite challenges, Thailand remains a preferred destination in Asia, holding strengths such as affordability, diverse offerings, and welcoming locals. With rising travel costs and negative media surrounding safety concerns, Thailand has faced a decline in visitors from key Asian markets, including China, South Korea, and Malaysia. The government’s initiative is targeted to reverse this trend and stimulate European demand.
Key drivers of the campaign are:
- Increased flight frequencies and direct charter flights from Eastern Europe.
- Cultural and niche marketing strategies tailored for specific European segments like Muay Thai, sports tourism, and LGBT tourism.
- A focus on secondary airports like Krabi and U-Tapao to improve accessibility and encourage travel to lesser-known areas of Thailand.
Campaign Objectives
The primary goal of extending the Half-Half Thailand Travel Campaign is to reassert Thailand as an attractive destination for European travelers. The campaign’s objectives are to:
- Increase inbound tourism by offering discounts and incentives, making it an affordable vacation option.
- Boost awareness of Thailand’s diverse tourism offerings, including cultural tourism, wellness tourism, beach resorts, and adventure activities.
- Promote the concept of “Thainess”, emphasizing Thai hospitality through localized campaigns that encourage warmth and friendliness in customer service.
The plan also aims to diversify the tourism market, as Thailand seeks to move beyond its usual beach tourism and incorporate new niche tourism segments like sports tourism, adventure tourism, and wellness tourism.
Short-Term Measures to Boost European Tourism
To quickly regain momentum, Thailand’s tourism associations are focusing on urgent measures that can be implemented within three months. These measures are targeted at restoring tourism safety confidence, boosting short-term market growth, and ensuring that Thailand remains a competitive destination for European travelers.
Restoring Trust and Confidence
- Special Safety Task Force: Establishing a task force to combat negative media and spread positive messaging about Thailand’s commitment to safety. This would also work in coordination with embassies and consulates to provide real-time updates to travelers.
- Enhanced Enforcement: Strict laws and regulations at tourist touchpoints to ensure traveler safety.
- State-to-State Cooperation: Establishing stronger cooperation, particularly with China, Russia, and European embassies, to ensure better coordination on safety issues and bolster travel confidence.
Quick-Win Campaigns
For foreign tourists, Thailand aims to stimulate interest with targeted campaigns like:
- Global Concerts and Mega-Events: Hosting or attracting major international events like concerts, film festivals, and sporting events.
- Film-Shooting Incentives: Promoting Thailand as an attractive location for international movie productions.
For Thai tourists, the Half-Half campaign will be extended, offering:
- Tax deductions on domestic travel and MICE events.
- Reduced excise tax on jet fuel, bringing down domestic airfare and increasing frequency on domestic routes.
Additionally, “Let’s Go Halves Tour” is being launched, offering domestic travel packages and expanding eligibility to include hotels and tour operators. These incentives will encourage domestic tourists to explore lesser-known Thai regions and enhance local economies.
Long-Term Strategies: Structural Reforms
While short-term measures will help stabilize tourism, Thailand’s government has also proposed long-term structural reforms to ensure sustainable growth and bolster competitiveness in the global tourism market.
Key Areas for Structural Reform
- National Risk Management Frameworks: Strengthening national strategies to protect and grow the tourism sector, ensuring sustainable growth in the face of crises like pandemics or natural disasters.
- Modernizing Tourism Laws: Updating regulations to streamline and enhance the tourism experience, from visa facilitation to customer service standards.
- Upgrading Service Standards: Raising the quality of tourism products, services, and infrastructure, especially in secondary cities, to provide a more holistic experience for travelers.
- Private-Sector Investment: Encouraging foreign and domestic investment in new tourism attractions, including eco-friendly resorts, entertainment facilities, and cultural centers.
- Aspirational Branding: Rebranding Thailand as a global destination for the future, with an emphasis on sustainability, luxury, and authentic experiences.
These measures will help Thailand transform into a more diversified and resilient tourism destination, capable of attracting different segments of travelers and creating more value for the economy.
Future Outlook
The European market remains a significant player in Thailand’s tourism recovery strategy. With over 8 million visitors expected in 2025 from Europe alone, the Half-Half Travel Campaign and other initiatives will be critical to achieving this goal. As Thailand strengthens its ties with key European countries, its role as a top destination in Asia will be reinforced, ensuring continued growth in the years to come.
Thailand is positioning itself as a premier destination for European tourists by offering affordable travel incentives, embracing niche tourism, and boosting safety measures. The Half-Half Travel Campaign, alongside short- and long-term strategies, will help rejuvenate the country’s tourism industry in 2025. By targeting established European markets and emerging travel segments, Thailand is set to ensure that its tourism industry remains one of the most competitive in the region.
Greece Joins Germany, Italy, France, Ireland, Spain, and Other European Countries as Thailand Government Extends New Half-Half Travel Campaign to Skyrocket Tourism Growth and Demand, with a goal of attracting 8.45 million European visitors in 2025. This move targets key markets to help Thailand recover from recent challenges and boost inbound tourism by offering significant incentives and expanded travel options.
With improved connectivity, safety, and an enhanced tourism experience, Thailand’s tourism sector is primed for a remarkable comeback, ushering in a new era of growth and sustainability. The European markets are at the core of this transformation, and the country’s ongoing efforts will ensure its place as a top destination for global travelers.
