Thailand’s hospitality industry continues to be one of the region’s most dynamic and resilient sectors, driven by a strong tourism recovery and increasing investment in experience-driven marketing.
In 2024, the country welcomed over 35 million international tourists, reinforcing its status as a global destination and supporting massive growth across the food & beverage (F&B), hotel, and lifestyle brand sectors (TAT News).
As international travel surges, Thailand’s tourism authorities are positioning the country as a multi-dimensional experience hub—one that fuses wellness, nightlife, local culture, and community-driven experiences. However, while macro-level growth figures are promising, marketers and operators alike have struggled to find detailed, practical data about how brands are activating within this space.
To address this gap, a new report titled "2025 Thailand Hospitality Trend & Brands’ Activities" has been released, offering fresh insights into the evolving dynamics of hospitality marketing. Authored by Soho Hospitality Bangkok’s Digital Marketing Manager, the report captures both quantitative trends and creative campaign case studies from across three key sectors: F&B outlets, hotels, and FMCG brands.
Brand Collaborations: A Major Force in 2025 F&B and Hospitality Marketing
One of the most notable findings from the report is the rise of brand collaborations—particularly in the F&B sector. These partnerships extend far beyond basic influencer marketing and now include full-scale event sponsorships, co-branded lifestyle content, and on-ground activations.
For instance, community wellness groups such as Sabairun (a slow-paced community running club) have been sponsored by FMCG protein drink brands, enabling product sampling and immersive event marketing. These collaborations offer physical brand engagement opportunities while generating substantial social media buzz through user-generated content (UGC). Sabairun’s events alone saw over 200 physical participants and generated over 1 million views on social media through tagged content.
In the nightlife and bar scene, "bar shifting" has emerged as an innovative collaboration model. This trend involves bartenders from various venues creating limited-edition cocktails at guest bars for specific nights—offering customers exclusive experiences that are highly shareable online. Many of these events are paired with thematic content, such as fashion tie-ins or seasonal product launches, appealing especially to millennial and Gen Z audiences.
Sector Highlights: What’s Driving Hospitality Marketing in 2025
F&B Outlets
The F&B industry in Thailand is diversifying into four major categories:
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Concept-based bars and restaurants
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Fine-dining and Michelin-rated venues
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Nightlife and social community-focused spaces
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Trendy, aesthetic coffee shops
Social media plays a major role, with top-funnel awareness often driven by creative reels and short-form content, while mid-funnel engagement is supported through niche community collaborations.
1. Hotels
Thai hotels are adopting a hybrid strategy of experience design and influencer amplification.
Wellness collaborations—such as co-branded campaigns with fitness trainers or hosting B2B wellness programs—are on the rise. Hotels are also tapping into local audiences during low-tourist seasons by offering event spaces, workshop venues, and co-working day rentals.
2. FMCG Brands
FMCG marketers are leveraging partnerships with lifestyle spaces to showcase their brand values physically. From milk drink UGC campaigns printed on bottle caps to alcohol-free fashion events hosted in rooftop bars, the creative limits continue to expand.
Download the Full Report
To help hospitality professionals, brand marketers, and entrepreneurs better navigate this space, the full 25-slide Thailand Hospitality Trend Report 2025 is available for free download. The report includes:
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A sector-by-sector breakdown of trends
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Case studies of real-world campaigns
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A social media inspiration guide
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Visual previews and campaign structure tips
📩 [Fill the form here to download the Full Report]
Thailand's Strategic Tourism Push in 2025 Q4 : The Free Domestic Flights Campaign and Its F&B Opportunities
As part of Thailand's ambitious "Amazing Thailand Grand Tourism & Sports Year 2025" initiative, Prime Minister Paetongtarn Shinawatra launched a year-long campaign to reinforce Thailand's status as a world-class destination for tourism and sports, the Tourism and Sports Ministry has unveiled one of its most innovative tourism strategies yet: the "Buy International, Free Thailand Domestic Flights" campaign.
The Campaign Details
This initiative draws inspiration from Japan's "free domestic flights" campaign and is designed to distribute tourist traffic away from major cities and into secondary destinations. Running from September to November 2025, the program offers 200,000 free domestic round-trip tickets to international visitors who book international flights to Thailand.
The mechanics are straightforward: the government subsidizes up to 1,750 baht for a one-way ticket or 3,500 baht for a round-trip, with each ticket including 20kg of checked baggage allowance. Six major Thai airlines are participating: Thai Airways, Thai AirAsia, Bangkok Airways, Nok Air, Thai Lion Air, and Thai Vietjet.
Tourism and Sports Minister Sorawong Thienthong emphasized that the campaign was designed to encourage exploration of lesser-known destinations, including UNESCO heritage sites and emerging cultural areas, stating "We want visitors to see more than just the big cities."
Economic Context and Expectations
The campaign comes at a critical time for Thailand's tourism industry. The Bank of Thailand recently revised its forecast for 2025 to 33 million arrivals, down from 39 million earlier this year—a 16% decline. With tourism being a cornerstone of Thailand's economy, this 700-million-baht investment is projected to generate around 8.8 billion baht in revenue.
The Golden Opportunity for F&B Businesses in Secondary Cities
This campaign represents a massive opportunity for small restaurants, cafes, and pubs, particularly in popular secondary destinations like Phuket, Pattaya, Chiang Mai, Hua Hin, and Koh Samui. Here's why this is a game-changer for the F&B sector:
Increased Foreign Visitor Flow: With the government actively pushing international tourists toward secondary cities, F&B establishments in these areas should prepare for a significant uptick in foreign customers. This isn't just about increased foot traffic—it's about attracting visitors who are specifically incentivized to explore beyond Bangkok.
Strategic Marketing Window: The three-month campaign period (September-November 2025) presents a focused timeframe for F&B businesses to launch targeted marketing campaigns. Smart operators should develop "foreigner-friendly" promotions, English-language menus, and culturally appealing experiences that capitalize on this influx.
Competitive Advantage for Early Movers: Establishments that proactively prepare for this campaign—through staff English training, social media marketing, and partnership with local hotels—will capture disproportionate market share during this period.
Learning from ONESIAM's B2B Success Model
The private sector has already demonstrated the power of coordinated tourism marketing. ONESIAM Group has been particularly aggressive with B2B campaigns throughout 2025, offering comprehensive cross-promotions through their Global Visitor Card program.
Their approach includes strategic partnerships with international payment providers (Mastercard and Visa cardholders receive Siam Gift Cards), transportation services (30% off Grab airport rides), and hotel partnerships. These initiatives show how retail and hospitality businesses can create synergistic campaigns that amplify government tourism efforts.
For F&B operators, ONESIAM's model provides a blueprint: create partnerships with hotels, transportation services, and complementary businesses to offer comprehensive "experience packages" rather than standalone dining experiences.
Actionable Recommendations for F&B Businesses
- Develop English-language marketing materials and social media content
- Create special "discovery packages" for international visitors
- Partner with local hotels and tour operators for cross-referrals
