Thailand’s tourism authority has unveiled the “Amazing Thailand Passport Privileges 2025” campaign, designed to enhance the travel experience for international visitors and reinforce the country’s reputation as a premier destination.

The initiative builds on last year’s success and marks a concerted effort by the government and private-sector partners to promote spending and repeat travel during the high season.

The campaign, officially launched on 17 October by the Tourism Authority of Thailand (TAT) under the Ministry of Tourism and Sports, runs from 1 November to 15 December 2025 and will operate at three main arrival hubs: Suvarnabhumi Airport, Don Mueang Airport and Phuket International Airport.

Travellers simply present their passport at designated booths and receive an “Amazing Bag” of curated souvenirs representing five key Thai travel themes: Must Taste (culinary), Must Try (Muay Thai), Must Buy (textiles and handicrafts), Must Seek (local treasures) and Must See (cultural performances).

Each bag includes artisan items such as dried Thai mango, Muay Thai-themed keychains, regional fabrics from Sakon Nakhon and Phrae, and keychains inspired by Kalasin’s dinosaur-theme crafts and Bueng Kan’s naga folklore.

The bag also contains a QR code enabling access to further travel vouchers and entry into a lucky draw offering prizes worth over one million baht.

Complementing the giveaway is a nationwide sales-promotion involving more than 300 participating hotels, restaurants, tours and retailers offering discounts and privileges across Thailand.

TAT forecasts that the campaign will generate no less than 400 million baht in incremental tourism revenue and is closely aligned with the government’s “Big Impact, Act Fast” strategy.

Particular emphasis is placed on seven priority source markets including China, India, Japan and the Middle East, with a goal of attracting two to three million Chinese visitors by year-end.

According to TAT Deputy Governor Nat Kruthasoot, the campaign is a statement of intent.

“We are encouraging international visitors not just to arrive but to engage, spend and remember Thailand for its depth of experience,” he said.

This initiative also dovetails with the “Amazing Thailand Grand Tourism and Sports Year 2025” platform, which frames the remainder of the year as one of festivity, cultural immersion and international visitor engagement.

Industry partners, including the Tourism Council of Thailand and the Airports of Thailand Public Company Limited (AOT), have expressed strong support, noting the campaign stimulates both inbound numbers and local enterprise participation.

With the final weeks of 2025 expected to set the tone for the tourism recovery into next year, the campaign emphasises Thailand’s signature combination of warm hospitality, cultural richness and value-added visitor experiences.