Berlin: The Prime Minister visited Thailand’s booth at ITB Berlin 2025 at the Messe Berlin Exhibition Ground, Berlin, Germany, and met with 160 Thai private sector entrepreneurs and exchanged ideas to promote Thai tourism with European entrepreneurs.

According to Thai News Agency, Ms. Paetongtarn Shinawatra, the Prime Minister, attended ITB Berlin 2025, the world’s largest tourism promotion event. This event enables both government and private sectors globally to present their tourism products, organize public relations areas, and conduct business negotiations with tour operators. Annually, over 180 countries participate to promote their tourism industries.

At the Thailand booth, located in Hall 26B Stand no.26, 160 Thai entrepreneurs showcased tourism products and services, highlighting the Amazing Thailand brand. The year 2025 has been declared as the ‘Amazing Thailand Grand Tourism and Sports Year 2025’ under the theme of Sustainable Thailand Soft Power. The booth design aimed to project Thai identity on the international stage.

The Prime Minister engaged with European entrepreneurs at the Amazing Thailand booth, discussing strategies to enhance Thai tourism. She also visited a Thai boxing booth, observed an ancient boxing performance, participated in a Thai flower fragrance workshop, and explored the Charm Thai booth, which displayed bamboo garlands.

Thailand’s booth at ITB Berlin 2025 was organized into five distinct areas. The business negotiation area served as a platform for Thai tourism operators to engage with international operators. Provincial areas and various partners, including the Department of Tourism and Airports of Thailand Company Limited, showcased tourist attractions and sustainable tourism initiatives. The Thai Charm Area featured cultural performances and traditional festivals, while the city area highlighted tourist attractions and local handicraft products. Lastly, the Sports Tourism Area aimed to attract tourists interested in sports tourism.