Thailand Unveils Hidden Gems: Songkran Extends Tourism Boost
Thailand is launching an ambitious campaign to bolster its tourism sector, aiming to surpass the impressive 35.54 million foreign visitors and 1.67 trillion baht ($47.7 billion USD) in revenue generated in 2024. Following a successful appearance at ITB Berlin, the world’s leading travel trade show, Prime Minister Paetongtarn Shinawatra is spearheading a multi-pronged strategy focused on extending Songkran celebrations and promoting lesser-known destinations.
With tourism contributing a substantial 20% to Thailand’s GDP, the government is implementing a comprehensive plan to maximize its economic impact. At a March 11th meeting at Government House, attended by key officials including Tourism and Sports Minister Sorawong Thienthong, Culture Minister Sudawan Wangsuphakitkosol, and Tourism Authority of Thailand (TAT) Governor Thapanee Kiatphaibool, Prime Minister Shinawatra outlined plans for an expanded Songkran festival.
Instead of the traditional concentrated celebrations, the government envisions a month-long, nationwide Songkran experience. This innovative approach aims to distribute tourist arrivals more evenly across Thailand’s five regions, easing pressure on popular hubs like Bangkok and encouraging exploration of diverse cultural experiences. “We want tourists to have options beyond just Bangkok or major cities,” stated the Prime Minister, emphasizing the broader distribution of tourism’s economic benefits. The extended timeframe, encompassing early April festivities, the main Songkran days, and the subsequent “Wan Lai” celebrations, provides a compelling incentive for longer stays, further boosting tourism revenue. Bangkok’s Sanam Luang will still host a grand central celebration, showcasing Songkran’s vibrant traditions on a global stage.
The Prime Minister’s focus extends beyond Songkran. Following a successful ITB Berlin trip, generating an estimated 70,000 business deals and 4.4 billion baht in potential revenue, Prime Minister Shinawatra is promoting 18 “must-visit” provinces. This initiative, part of the “Amazing Thailand Grand Tourism and Sports Year” campaign for 2025, aims to unveil Thailand’s hidden gems, offering unique experiences beyond well-trodden tourist paths.
These provinces, ranging from northern gems like Chiang Rai and Chiang Mai to eastern coastal treasures like Chanthaburi and Trat, offer diverse cultural and natural attractions. The government’s strategy isn’t simply to highlight these destinations but also to empower local tourism operators. At ITB Berlin, representatives from these provinces networked with international travel agents, showcasing their offerings and forging crucial business connections. The enthusiastic response from travel agents in major markets—Germany, France, the UK, China, and the US—validates the potential of this “hidden gems” strategy.
The success at ITB Berlin, with over 70,000 deals concluded and an average spend exceeding 60,000 baht per person per trip, demonstrates the effectiveness of Thailand’s proactive approach. The Prime Minister has instructed the Ministry of Tourism and Sports to capitalize on this momentum and continue showcasing the breadth and depth of Thailand’s tourism offerings. This comprehensive strategy, combining the expansion of iconic festivals like Songkran with the promotion of lesser-known destinations, paints a vibrant picture for the future of Thailand’s tourism sector, promising continued economic growth and enriching cultural exchange.
