Thailand has rolled out a vibrant new campaign to celebrate love in all its forms this February, with the Tourism Authority of Thailand (TAT) launching the “Amazing Thailand Romance Month.” Aimed at attracting LGBTQ+ travellers alongside other tourist demographics, the initiative kicked off with a burst of colour and energy in Bangkok’s bustling Pathumwan shopping district. Tuk-tuks decked out in romantic themes paraded through CentralWorld on Saturday, heralding a month packed with events, discounts, and curated travel experiences.
The campaign comes as part of Thailand’s broader strategy to cement its reputation as a welcoming and inclusive destination, particularly for the LGBTQ+ community, which has long regarded the country as a haven in South East Asia. With a target of 10.6 million long-haul tourists in 2025—including 7 million from Europe and 1.4 million from the US—the TAT is pulling out all stops to ensure that February’s month of love leaves a lasting impression.
### A Month of Love and Discounts 
At the heart of the “Amazing Thailand Romance Month” are a series of promotions designed to entice visitors. From 1 to 16 February, travellers passing through four major airports—Suvarnabhumi and Don Mueang in Bangkok, Chiang Mai, and Phuket—can participate in a lucky draw offering substantial discounts on hotels, restaurants, shopping, and wellness experiences. These incentives are not just a gimmick but a strategic move to boost tourism revenue during a traditionally slower season.
Beyond the airports, the TAT has organised trips for tour operators, media, and influencers to showcase romantic destinations such as Pattaya, Chiang Mai, Samui Island, and Krabi. These curated journeys aim to highlight Thailand’s diverse appeal, from the vibrant nightlife of Pattaya to the serene beaches of Krabi, ensuring that every traveller finds their own version of romance.
Business Meets Love
The TAT is also facilitating connections within the tourism industry through two significant trade events. On 11 February, the “Amazing Thailand LGBTQ+ Trade Meet” will take place at W Bangkok Hotel, followed by the “Amazing Thailand Romance Trade Meet” on 21 February at Millennium Hilton Bangkok. These gatherings are expected to generate over 3,000 business appointments, fostering collaborations between tourism businesses, media, and influencers. The focus on LGBTQ+ travellers at the W Bangkok event underscores Thailand’s commitment to inclusivity, a message that resonates deeply in a region where attitudes towards diverse sexual orientations can vary widely.
TAT Governor Thapanee Kiatphaibool, speaking at the campaign’s launch on Saturday, emphasised the broader vision behind these initiatives. “These events aim to expand tourism in more traveller groups and create unique travel experiences among tourists worldwide,” she said, as reported by local outlets. Looking ahead, the TAT plans to build on this momentum with “Amazing Songkran” in April to attract family tourism and “Amazing Summer Family” in August for multigenerational travellers.
Thailand’s Inclusive Appeal
Thailand has long been a pioneer in South East Asia for LGBTQ+ inclusivity, with vibrant communities and events like Bangkok Pride drawing international attention. The country’s progressive stance—evident in legal protections against discrimination and ongoing discussions about same-sex marriage—has made it a top destination for LGBTQ+ travellers seeking safe and welcoming environments. The “Amazing Thailand Romance Month” builds on this legacy, offering not just a holiday but a celebration of identity and love.
However, the campaign’s success will depend on more than just marketing flair. Infrastructure, accessibility, and genuine cultural acceptance at the ground level are critical to ensuring that visitors feel truly welcomed. While Thailand has made strides in these areas, some activists note that rural regions may lag behind urban centres like Bangkok and Chiang Mai in terms of awareness and sensitivity. If addressed, these gaps could further enhance Thailand’s reputation as a global leader in inclusive tourism.
The Romance Month is just one piece of a larger puzzle for the TAT, which is eyeing ambitious targets for 2025. Alongside the 10.6 million long-haul tourists, the authority is focusing on markets in the Middle East (1 million visitors) and Africa (160,000 visitors). This diversification reflects an understanding that Thailand’s appeal must extend beyond traditional Western markets to sustain growth in a competitive global tourism landscape.
As the tuk-tuks roll through Bangkok and lucky draw tickets are claimed at airports, the “Amazing Thailand Romance Month” serves as a reminder of tourism’s power to bridge cultures and celebrate diversity. For LGBTQ+ travellers and romantics of all kinds, Thailand is sending a clear message this February: Love is in the air, and everyone is invited to join the celebration.
