Thailand's agricultural sector shines as fruit exports surge, anticipated to reach record levels next year, spearheading the economy amid rising demand.
With forecasts for 2025 pointing to significant growth, the Ministry of Commerce is poised to position Thai fruits at the forefront of agricultural exports. This sector generated over 231 billion baht last year, representing 22.6% of total agricultural export value. Among the leading fruits, durians reign supreme, contributing the lion's share to this booming market.
Last year alone, Thai durian exports reportedly reached 859,183 tons, valued at 3.75 billion US dollars (approximately 135 billion baht), which accounted for 72.9% of the country’s total fresh fruit export value. China remains the dominant market, claiming 97.4% of Thai durian exports. Despite this strong performance, the Ministry acknowledges the existing challenges from increasing competition from other countries like Vietnam and Malaysia.
Phichai Naripthaphan, the Minister of Commerce, indicated during recent discussions with public and private sector representatives, “We have to prepare plans to support farmers to sell their produce at favorable prices.” With the primary goal of strengthening the agricultural sector, the Ministry has outlined seven key strategies for fruit management and 25 related projects for 2025 which will anticipate increased production. These initiatives aim to stabilize prices, boost local consumption, and expand export markets.
Among the top fruits, longan is also making strides, with exports registering 527,927 tons valued at 571 million US dollars (around 19.7 billion baht). It shares its main export markets with durian, particularly including China, where it captures 73% of the longan market share. Mangosteen, another notable fruit, saw exports at 284,860 tons worth 490.5 million US dollars (around 17.6 billion baht), with China again being the largest market (91%).
The Ministry aims to enrich the basket of fruit exports, forecasting total export volumes to increase to 6.736 million tons, representing about 15% growth by the end of this year. Notably, durian production is expected to balloon to 1.76 million tons—an impressive 37% increase—while longan production stabilizes around 1.46 million tons, and mango production is set to reach 1.31 million tons.
Recently, during the Cabinet meeting on March 11, 2025, Prime Minister Paethongtarn Shinawatra ordered the preparation of measures to maintain fruit prices and instructed ministries to facilitate easier distribution. Alongside these initiatives, the government is strategizing to bolster domestic consumption and provide ample support for exports. This will include revising logistics regulations to streamline fruit export processes, particularly aiming for seamless trade with China.
Phichai notes, “We must be proactive; our fruit exports must adapt to new trading requirements to maintain our market share effectively.” This proactive stance also addresses regulatory challenges posed by the stringent import standards China currently imposes on fresh produce—including multiple inspection stages, which he highlighted as a key barrier to maintaining fruit export growth.
Thai exports are not restricted to fruit, as the government also seeks to promote the use of e-commerce platforms for marketing Thai products abroad, particularly focusing on the Vietnamese market. Sunanta Kangwalakulikit, the director-general at the Department of International Trade Promotion (DITP), has encouraged Thai businesses to leverage the growth potential of Vietnam's digital economy actively.
“Vietnam is witnessing rapid growth, with e-commerce markets expected to surge from 2.97 billion US dollars back to 25 billion US dollars over the next few years,” Sunanta remarked. This reflects the shift toward digital purchasing behavior, as more than 70% of consumers prefer buying products online.
Moving forward, Phichai emphasized the importance of innovative strategies to attract investment and maintain momentum within the agricultural sector. “The declining Thai baht can create favorable conditions for our export endeavours.” The government aims to see the GDP grow to 3.5% this year, largely supported by efforts to boost export activities and increase consumer confidence.
The concerted efforts of government agencies are not only focused on immediate growth but also on creating frameworks for long-term improvements across various sectors. Initiatives include enhancing product quality to surpass food safety standards and diversifying trade channels to reduce dependence on single markets like China.
On the operational side, the Ministry has prepared measures to increase response efficiency for the expected surplus of agricultural products, with plans to establish clearer protocols for monitoring quality, especially concerning pesticide residues. Striving for compliance will lead to stronger trust from major trading partners.
Overall, the government’s marketing strategies for 2025 aim to equalize production and sales momentum, with serious plans underway to address potential regulatory hurdles. “Our strategic plans must align with international standards to build credibility. Only through such measures will we sustain our position as the leading agricultural exporter within the region and globally,” Phichai concluded. The Ministry is unwavering on its intent to shield Thai farmers from adverse price fluctuations and maintain fruitful export trajectories for future economic resilience.