Thailand targets affluent European travelers with luxury campaigns, partnering with iconic brands and media to boost arrivals and showcase premium experiences in 2025.

Thailand is making bold moves to attract affluent European travelers by joining forces with prestigious luxury brands and prominent media outlets in France, the Netherlands, and Belgium. The Tourism Authority of Thailand (TAT) has set an ambitious goal of welcoming 1.27 million visitors from these markets in 2025. With a 12-million-baht budget, TAT’s Paris office is spearheading a flagship campaign to position Thailand as a premier luxury destination.

The campaign will see collaborations with iconic brands like Louis Vuitton and Cartier, aiming to showcase Thailand’s appeal to high-end travelers. Exclusive press trips and luxury lifestyle events are on the agenda, with one highlight being an updated Bangkok city guidebook produced in partnership with Louis Vuitton—the first edition in over a decade. This guidebook is expected to captivate a global audience by spotlighting Bangkok’s charm and sophistication.

To amplify its reach, TAT is partnering with elite European publications such as Marie Claire, Le Monde, and Le Figaro. The objective is to highlight Thailand’s unmatched luxury experiences, targeting an audience of 150,000 high-spending travelers. Additionally, collaborations with 20-30 premium tour operators will result in bespoke travel packages priced at a minimum of €4,500 per person, catering to affluent families seeking extraordinary experiences.

Spending patterns of European visitors reflect a lucrative opportunity. In 2024, French tourists spent an average of 64,804 baht per trip, while Dutch and Belgian visitors averaged 72,857 baht and 67,734 baht, respectively. With these figures in mind, TAT is striving for even greater revenues in 2025, aiming for a total foreign market revenue of 2.4 trillion baht. Long-haul travelers are projected to contribute 960 billion baht, with the European market expected to generate up to 700 billion baht.

Supporting this anticipated surge in demand, ITA Airways has recently launched a Rome-Bangkok route, and Thai Airways is set to resume flights between Brussels and Bangkok this December. Tourism Minister Sorawong Thienthong has revised the target for international arrivals to 40 million in 2025, with 8.2 million expected from Europe alone.

By combining luxury branding, strategic partnerships, and a focus on premium experiences, Thailand is gearing up to strengthen its position as a world-class destination for affluent travelers.