Thailand’s Hospitality Industry in 2025: Booming Tourism and Brand Collaborations Reshape the F&B Landscape
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 provide physical brand engagement opportunities while generating significant social media buzz via 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 sharable 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.
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.
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 below to download the Full Report]