Thailand’s Hospitality and F&B Trend Report 2025 Summary

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.