The Tourism Authority of Thailand (TAT) marked the opening of CineAsia 2025, held from 8–11 December at Icon Cineconic and True Icon Hall, ICONSIAM. Now in its fourth edition in Thailand, the event reinforces the country’s expanding role in the global film industry and wider creative economy, unfolding as TAT advances the long-term film-tourism strategy under the ‘New Thailand’ direction.
Hosted by Major Cineplex Group Public Company Limited in partnership with Film Expo Group, CineAsia 2025 brings more than 3,500 participants from 50 countries to Bangkok, including Hollywood directors and actors, international investors and leading Asia-Pacific studios. The programme features cinema technology exhibitions, product showcases, equipment demonstrations and sessions led by global experts in distribution and showcase management. Its return strengthens Thailand’s position as a platform for industry collaboration and creative-economy development, while promoting the country’s cultural identity and scenic diversity to international attendees.
Nithee Seeprae, TAT Deputy Governor for Marketing Communications, said “This year’s CineAsia takes place as Thailand advances the ‘New Thailand’ direction, shifting from volume to value and positioning the country as a premium, high-value destination. Through our global campaign ‘Unforgettable Experience: Healing is the New Luxury’, we invite travellers to discover moments that restore the spirit and reconnect people with what truly matters. When filmmakers choose Thailand, they bring our stories, landscapes and culture into the hearts of millions, turning cinematic moments into journeys of their own.”
TAT’s presence at CineAsia 2025 reinforces the agency’s commitment to strengthening Thailand’s position as a leading film-tourism destination. The strategy emphasises wellness, sustainability, contemporary culture, safety, smart travel and meaningful storytelling — qualities increasingly valued by travellers seeking authenticity and emotional connection. This approach supports a more balanced tourism ecosystem and showcases Thailand’s cultural and natural strengths.
Thailand’s role as a world-class production hub continues to expand. International titles such as Jurassic World, filmed in Krabi, Trang and Phang-Nga, and the acclaimed The White Lotus Season 3 have highlighted Thailand’s landscapes and hospitality to global audiences, building on a long legacy that includes The Beach, The Hangover Part II, James Bond and Fast & Furious 9.
Local films are also gaining prominence. Recent successes such as How to Make Millions Before Grandma Dies (LAHN MAH) and A Useful Ghost demonstrate the creativity and technical skill of Thai filmmakers and production teams, reinforcing Thailand’s appeal as both a filming destination and a source of distinctive storytelling.
Looking ahead, Nithee noted Thailand is strengthening its production infrastructure, talent development, and supportive policies to enhance global competitiveness. The government is considering expanded incentive programmes to attract international filmmakers and encourage long-term investment. With diverse locations, skilled crews and modern facilities, Thailand is working toward a world-class environment where imagination can flourish, and stories resonate with global audiences.
