Central Group reveals strong signs of Thai tourism recovery, with the number of international tourists using its shopping centers, department stores, and affiliated businesses since the beginning of the year almost doubling compared to last year. This reinforces the potential of “quality tourists” with high purchasing power, particularly from China, Russia, the Middle East, and India, reflecting the strong spending power that has clearly revitalized Thailand’s retail and tourism industries. This also aligns with data from the Ministry of Tourism and Sports, which indicates that the top five countries with the highest number of tourists traveling to Thailand are Malaysia, China, India, Russia, and South Korea. Between 1 January – 14 September 2025, over 22.9 million tourists visited Thailand, generating more than THB 1 trillion in revenue, with forecasts that the upcoming high season at year-end will see a significant increase in both short-haul and long-haul arrivals.
Amidst this vibrant tourism atmosphere, Central Group, as Thailand’s leading retail and service business operator, is joining hands with the Tourism Authority of Thailand (TAT) to drive the Thai economy in concrete ways by organizing joint marketing campaigns, mega events, and world-class activities across all affiliated businesses – including shopping centers, department stores, retail stores, and hotels nationwide – welcoming the year-end tourism season to create “tourism magnets” that attract travelers from all over the world while delivering distinctive and comprehensive experiences.
Key highlights from the year-end collaboration between Central Group and TAT
1. Central Shopping Centers under Central Pattana (CPN)
- Central Park and Central Krabi – Thailand’s new tourism landmarks ready to welcome international visitors. Central Park offers a complete new urban lifestyle experience, continuing its legacy as a Legendary Landmark, featuring a 7-rai rooftop park, the largest green space in downtown Bangkok with a 180-degree garden view. It is also elevated as Asia’s new Culinary Landmark, with First-time in Thailand Street Foods and the largest collection of Michelin Guide restaurants in Bangkok. Central Krabi serves as a model shopping center for conservation and sustainable tourism as The First Sustainable-Lifestyle Shopping Centre, officially opening on 24 October. Central Krabi also supports TAT’s “Krabi Prototype” project to position Krabi as a world-class green and sustainable model city.
- Throughout October, in partnership with TAT, Central Pattana will host the Amazing Thailand Grand Diwali Festival, celebrating India’s important cultural heritage and high-potential tourism market through various marketing activities. It will also support Nihao Month by offering Welcome Packages with special store discounts for Chinese tourists, together with a special Chinese Golden Week Celebration campaign across tourist malls nationwide.
- centralwOrld Bangkok Countdown 2026 – Asia’s grandest countdown event! Featuring spectacular performances by a lineup of world-renowned artists to close the year with joy, expecting over 300,000 Thai and international attendees.
- The World’s Great Celebration campaign across 43 shopping centers nationwide will bring happiness to both Thai and international tourists, positioning Central Pattana as a World-class Destination. Mega events and promotions will be rolled out across the country, boosting the economy and tourism in the final quarter. Supported by TAT, the campaign features the creation of Local Pride Christmas Trees that showcase each province’s unique local craftsmanship and identity—one-of-a-kind artisanal works. These Local Pride trees will be showcased at eight Central branches: Central Mahachai, Central Salaya, Central Chonburi, Central Korat, Central Chiang Rai, Central Chiang Mai Airport, Central Surat Thani, and Central Krabi.
2. Department Stores and Retail under Central Retail Corporation (CRC)
- Central Department Store will celebrate its 78th Anniversary with its signature floral festival Central 78th Anniversary, transforming Central Chidlom into a vibrant wonderland where floral art and colorful experiences inspire and delight customers, marking 78 years of cherished memories.
- Central and Robinson Department Stores, together with TAT, will host Amazing Thailand Grand Diwali 2025 for the third consecutive year, celebrating the Indian Festival of Lights with grandeur. This includes exclusive promotions and partner offers, dazzling Indian-style light and sound shows, auspicious lamp-lighting ceremonies, creative workshops, and authentic Indian food and beverages at participating branches in key tourist cities: Bangkok, Phuket, and Pattaya. The event warmly welcomes Indian tourists, and anyone interested in experiencing the magic of Diwali.
- Central Department Store will also join TAT in the Nihao Month campaign, offering special privileges exclusively for Chinese tourists from 20 September – 31 December 2025, coinciding with Golden Week. Exclusive discount coupons and premium gifts will be available at centralwOrld, Pattaya, Phuket, and Patong branches (terms and conditions apply).
- Robinson Lifestyle will host the 200th Anniversary Phuket Vegetarian Festival this October at Robinson Lifestyle Thalang, showcasing Thai soft power on the global stage. Special privileges for international tourists will also be offered under the promotion “Shop Here Get More!! only at Robinson Lifestyle” at Robinson Lifestyle Chalong.
- Supersports will provide a 10% discount with no minimum spend for international tourists, expecting about 80,000 tourist shoppers in Q4. The top five popular brands are Nike, Adidas, Skechers, Crocs, and Fila.
- Tops sees strong opportunities from growing tourist numbers. From Tourist Card data between January–July 2025, international tourist visits to Tops rose by 29% compared to last year, with sales from tourists increasing by 24.6%. The average purchase frequency also rose by 3% to 2.3 times per month. Riding this momentum, Tops will continue its aggressive strategy by expanding branches in tourist destinations, strengthening its brand presence in accessible areas, collaborating with affiliated partners to build a strong ecosystem, hosting festive promotions to deliver fun and memorable shopping experiences, curating products and services that appeal to tourists, and offering souvenirs before departure.
3. Centara Hotels & Resorts
- In the first half of the year, Centara welcomed increasing numbers of international guests and expects even more momentum in the second half, supported by TAT’s Amazing Thailand Grand Tourism and Sports Year 2025 campaign showcasing regional Thai charm. Centara introduces the Suite Heaven promotion with exclusive discounts and privileges for Premium Suite and Villa stays, targeting international tourists. The offer is valid until 31 December 2025, with stays available until 31 March 2026. Centara also launches the Linger for Longer promotion encouraging long-stay bookings for international tourists, delivering great value and memorable vacation experiences.
4. Central Embassy
- Building on the huge success of KAWS:HOLIDAY THAILAND, Thailand’s first world-class art exhibition at Sanam Luang which attracted over 330,000 visitors, Central Embassy will return with another spectacular signature year-end event: CENTRAL EMBASSY LET’S CELEBRATE 2026. This event will feature dazzling new experiences from a world-renowned creative studio, debuting for the first time in Southeast Asia, along with ongoing collaborations with global partners. Exclusive campaigns and privileges will also be introduced, tailored especially for international tourists, with expectations of over 2 million visitors and a projected 10% revenue increase compared to last year. This reaffirms Central Embassy as the true premium lifestyle hub.
5. Good Goods – Central Group’s Social Enterprise Brand
- Tourists are invited to experience the charm of Thai community products under Good Goods, Thailand’s leading lifestyle brand beloved by travelers. Good Goods presents a new contemporary collection that beautifully reflects local wisdom, alongside the brand’s 8th store in a refreshed Modern Craft concept at Central Park.
Ms. Achara Wisuttiwongrat, Head of Corporate Marketing, Communication & Sustainability, Central Group, said: “Central Group is proud to be a strategic partner with the Tourism Authority of Thailand (TAT) in driving Thailand’s tourism industry comprehensively, which serves as a vital engine of the Thai economy. From world-class events and marketing campaigns to premium experiences across our shopping centers, department stores, retail shops, and hotels, and even extending to community integration by presenting unique products and services from each region.
We are committed to leveraging our business potential to support all TAT campaigns, attract quality tourists, stimulate spending, and distribute income to major cities, popular tourist destinations, as well as secondary and emerging cities and community areas nationwide. This collaboration not only enhances Thailand’s appeal as a world-class tourist destination but also promotes Thainess and creates unforgettable experiences that inspire tourists to return.”
Ms. Piyawan Leelasompop, Head of Marketing, Central Retail Corporation Public Company Limited, said: “Overall tourist spending in the first half of the year turned positive. Despite a slight slowdown in Q2, recovery signs are now stronger. We aim to build on this positive momentum toward the year-end high season. With over 3,000 CRC branches nationwide, we have prepared special campaigns and festive events for Golden Week, Diwali, and Christmas, catering to tourists from diverse countries with fresh experiences. We expect to attract more than 1.5 million tourists to shop at CRC stores in Q4, generating over THB 5.2 billion in sales, an increase from last year. Fashion, cosmetics, and children’s products remain the most popular categories.”
Dr. Nattakit Tangpoonsinthana, Chief Marketing Officer, Central Pattana Public Company Limited, said: “Chinese tourist numbers at Central Pattana shopping centers have grown across all dimensions. Data from our Chinese e-wallet partners Alipay and WeChat Pay shows that both visitor numbers and transaction volumes increased by over 10% compared to 2024, while spending rose by over 40%, especially in key locations like centralwOrld, Central Phuket, and Central Pattaya, where growth exceeded 50%. This reflects high-purchasing ‘Quality Traffic,’ with tourist spending recovering to nearly 90% of 2019 levels. Beyond Chinese tourists, we are expanding into high-spending markets such as the Middle East through collaboration with UAE’s largest CRM program, Fazaa Card, enabling continuous access to premium customers. In Q4, we expect tourist spending to increase by 50% year-on-year, with major target markets including Singapore, Hong Kong, China, Malaysia, India, the US, Russia, the UK, and the Middle East. This demonstrates tourists’ confidence in both Thailand and Central’s shopping centers, driving tourism economy growth and elevating Thailand as a global destination.”
Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), said: “TAT is advancing the ‘360-Degree Partnership Strategy’ by joining forces with Central Group to organize marketing activities that capture the thriving tourism momentum. We are offering Grand Privilege benefits and special deals covering shopping centers, department stores, retail stores, and hotels nationwide to deliver premium experiences to tourists and stimulate year-end spending during the high season with continuous arrivals from both short-haul and long-haul markets. TAT will further boost momentum with two major campaigns: Amazing Thailand Grand Sale 2025 (1 June–15 August), offering discounts of up to 80% targeting high-spending shoppers from China, India, and ASEAN; and Chinese Passport Privilege under the Nihao Month campaign (20 September–31 December), where simply presenting a Chinese passport unlocks exclusive privileges and discounts. This collaboration not only stimulates spending and distributes income to grassroots economies but also enhances Thailand’s image as a world-class ‘Quality Destination,’ warmly welcoming tourists to create their own Grand Moments in Thailand with safety, hospitality, and unique charm.”
We believe this powerful collaboration will play a vital role in strengthening and sustainably growing Thailand’s tourism industry, bringing pride to the Thai people and solidifying Thailand’s global reputation.