Thailand’s tourism sector is poised for a strong boost as the government prepares to roll out a new round of tourism stimulus measures from October 29 to December 15, 2025, alongside the launch of K-pop star Lisa as the new “Amazing Thailand” ambassador, according to a research note from Bualuang Securities.
Under the upcoming program, Thai citizens will receive tax deductions of up to THB 20,000 per person for domestic travel expenses, with secondary cities qualifying for higher deduction multipliers of up to 1.5 times.
Additional incentives include corporate tax deductions for companies sponsoring employee trips and double deductions for hotel renovation expenses in secondary destinations.
The government also plans to accelerate state-private sector tourism promotion projects worth THB 6 billion.
The Tourism Authority of Thailand (TAT) expects the new campaign, bolstered by Lisa’s global fanbase, to attract 5–10 million additional tourists, each spending around THB 50,000. This could generate THB 250–500 billion in revenue, potentially restoring annual tourism income in 2026 to pre-pandemic levels of around THB 3 trillion, similar to 2019.
Bualuang Securities noted that the combination of government stimulus and global visibility from the “Amazing Thailand x Lisa” campaign will likely have a positive sentiment on tourism-related stocks, particularly AOT, AAV, CENTEL, MINT, ERW, and AWC.
