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- Thailand’s Songkran 2026 drives nationwide momentum with 30.35 billion Baht projected revenue
Thailand’s Songkran Festival 2026 delivers strong nationwide performance, with over 30.35 billion Baht in projected revenue. High participation across all regions reflects sustained traveller confidence, while extended celebrations in select destinations continue to drive travel momentum, reinforcing Thailand’s position as a leading global cultural destination and supporting tourism growth.
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Bangkok, 14 April 2026 – The Tourism Authority of Thailand (TAT) reports strong nationwide performance for Songkran Festival 2026, with tourism activity exceeding expectations across all regions during the 11–15 April period. The festival is projected to generate more than 30.35 billion Baht in tourism revenue, a 6 per cent increase year-on-year, reflecting sustained confidence among both Thai and international travellers and reinforcing its growing stature as a world-class cultural event.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “The strong performance of Songkran 2026 highlights the global appeal of Thailand’s cultural charm and reflects strong collaboration across government, private sector, and communities in elevating the festival to an international level. Guided by our value-based tourism direction, we continue to showcase Thai identity through culture, traditions, cuisine, and creativity, while advancing Thai festivals globally and supporting sustainable, high-value tourism.”
In Bangkok, major celebration areas including Silom Road, Siam Square, and Khao San Road recorded consistently high attendance. TAT’s flagship Maha Songkran World Water Festival 2026 at Benjakitti Park welcomed 108,640 visitors between 11 and 13 April, including 56,368 Thai and 52,272 international visitors, generating an estimated economic impact of 283.68 million Baht. The Saneh Art by Songkran Festival 2026 at Lumphini Park attracted more than 94,546 visitors, with programming that resonated strongly with younger audiences and drove engagement.
Across the regions, Phra Nakhon Si Ayutthaya remained a key destination, with its “Songkran with Elephants” celebrations drawing strong interest. In the North and Northeast, provinces integrated Songkran festivities with traditional practices including water-pouring rituals over Buddha images, cultural parades, and Rot Nam Dam Hua ceremonies, reinforcing the cultural depth of the festival. Dedicated water-play streets drew large crowds, combining festive energy with community participation and offering more meaningful, culturally immersive experiences.
In the South, tourism activity expanded notably in Songkhla. The Sadao border crossing recorded over 36,000 crossings between 10 and 12 April, driven primarily by Malaysian visitors, while average hotel occupancy reached around 80 per cent. Total arrivals are projected at 70,000, generating approximately 700 million Baht in local tourism revenue. Deep South border towns including Betong in Yala and Su-ngai Kolok in Narathiwat extended celebrations into evening programming with events such as “Suk Sanuk Songkran Chaaidaen Tai” and SUNGAIKOLOK Midnight Songkran 2026, reinforcing the appeal of border communities as emerging cultural and evening tourism destinations.
For the 11–15 April festival period, international arrivals are projected at approximately 500,000 visitors, a 4 per cent increase year-on-year, generating around 8.1 billion Baht in revenue. Domestic tourism is expected to reach 5.96 million trips, a 7 per cent increase, contributing approximately 22.25 billion Baht. Combined, these figures are projected to generate more than 30.35 billion Baht in tourism revenue, marking a 6 per cent increase over the same period last year.
TAT affirms that Songkran remains a key driver of Thailand’s tourism economy, supporting revenue generation, regional distribution, and the country’s global reputation for high-quality cultural experiences. While the nationwide peak concludes on 15 April, selected destinations will continue celebrations beyond the official period, sustaining travel momentum and extending the festival’s overall impact.
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14 April 14 2026Events & Festivalshttps://www.tatnews.org/?p=85679 - Maha Songkran World Water Festival 2026 opens in Bangkok
The Tourism Authority of Thailand (TAT) has officially opened the Maha Songkran World Water Festival 2026 at Benchakitti Park, Bangkok. Running until 15 April, the five-day event brings together cultural heritage, live entertainment and water celebrations at one of Thailand's largest Songkran gatherings.
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Bangkok, 12 April 2026 – The Tourism Authority of Thailand (TAT) has officially opened the Maha Songkran World Water Festival 2026 at Benchakitti Park, Bangkok. Running until 15 April, the five-day event brings together cultural heritage, live entertainment and water celebrations at one of Thailand’s largest Songkran gatherings.
The opening ceremony on 11 April was attended by Mr. Surasak Phancharoenworakul, Minister of Tourism and Sports, alongside senior representatives from the public and private sectors.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “Maha Songkran World Water Festival 2026 is a celebration designed for everyone — across generations, regions and the world. It brings together the very best of Thai culture and contemporary festivity, reinforcing Songkran’s standing as a truly global festival. With UNESCO’s recognition of Songkran in Thailand as an Intangible Cultural Heritage of Humanity, we are proud to present an experience that is deeply rooted in tradition and boldly modern, further establishing Thailand as a world-class festival destination.”
Opening night features the Maha Songkran World Event parade at 18:30 Hrs. on the main stage, spotlighting this year’s Songkran deity, Nang Raksasdevi, portrayed by Opal Suchata Chuangsri, Miss World 2025.
The “Songkran 5 Regions” zone (from 11:00 to 22:00 Hrs. daily) presents Thailand’s regional diversity through traditional performances, local product showcases, activities and temple fair experiences, including sand pagoda building and Buddha image bathing. Dedicated areas for the elderly and children ensure accessibility for all ages, with over 100 stalls offering Thai food and products.
Leading Thai artists perform on the main stage (from 17:00 to 22:00 Hrs.), including Fool Step, Zani, Zeal, Kratae, Asia7, The Mousses, Lham Somphol, Ink Waruntorn, Monica, Playground, Palmy, Maiyarap, Clockwork Motionless, 4EVE, Bodyslam, Taitosmith, MEYOU, Getsunova, Tilly Birds and Joey Boy, alongside cultural and contemporary showcases.
Meanwhile, DJs will shake the water play zone and EDM stage (from 16:00 to 22:00 Hrs.) with performances by 4 TEN, Nuttrix, Joy Lila, Jay Schema, Gail Werner, Spacemonkey, 22Bullets, Patcha, Hanky, Dome, Hugo, Brynna, Roxy June, Max, Xillix and Notxerius.
Each evening concludes with a drone light display featuring more than 1,200 drones.
Safety and security are top priorities, supported by seamless teamwork among public agencies, including the Tourist Police Bureau, and event partners to ensure a smooth, enjoyable experience for all. Attendees benefit from boosted on-site support, smart traffic flow, dedicated crowd guidance, helpful visitor hubs, and round-the-clock assistance throughout the venue.
Maha Songkran World Water Festival 2026 takes place from 11 to 15 April at Benchakitti Park, Bangkok. Admission is free. Visitors are encouraged to use public transport, with convenient access from BTS Asok station and MRT Queen Sirikit National Convention Centre station, both within walking distance of the park.
For more information, contact the TAT Call Centre at 1672 Travel Buddy, or follow the Amazing Thailand and Thailand Festival Facebook pages.
Ms. Thapanee Kiatphaibool, TAT Governor 
Mr. Surasak Phancharoenworakul, Minister of Tourism and Sports 
Opal Suchata Chuangsri, Miss World 2025, portrays Nang Raksasdevi, the Songkran deity for 2026, during the Maha Songkran World Event parade. 
Over 1,200 drones form an elephant silhouette above the main stage during the Maha Songkran World Water Festival 2026 at Benchakitti Park. 
Drone light display forming festive water-themed figures in the night sky at Maha Songkran World Water Festival 2026. 
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12 April 12 2026Events & Festivalshttps://www.tatnews.org/?p=85663 - Amazing Thailand Grab Travel Pass launched to enhance seamless digital travel experiences across Thailand
Thailand has launched the Amazing Thailand Grab Travel Pass in partnership with Grab, offering international visitors integrated digital benefits across transport, dining and shopping. The initiative supports seamless travel experiences, enhances access to major cultural events like Songkran, and reinforces Thailand’s strategy to drive value-driven tourism through digital innovation and platform-based services.
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Bangkok, 9 April 2026 – The Tourism Authority of Thailand (TAT), in partnership with Grab Thailand, has launched the Amazing Thailand Grab Travel Pass, a digital-first package offering international visitors integrated benefits across transport, dining and shopping services, while enhancing access to major cultural events across Thailand.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “This collaboration reflects TAT’s Amazing 5 Economy strategy, leveraging digital platforms to drive year-round tourism and broaden economic distribution across the tourism ecosystem. Guided by our Platform Economy approach, we are creating smarter, more seamlessly integrated visitor experiences while strengthening Thailand’s position as a high-quality, world-class destination.”
Commenting on the rollout and its impact, Ms. Chantsuda Thananitayaudom, Country Head of Grab Thailand, said, “Grab is committed to supporting tourism across Southeast Asia, and Thailand has been a standout market for the Grab Travel Pass. The strong uptake reflects clear demand for integrated travel solutions and reinforces our confidence in Thailand as a destination where digital services enhance the visitor experience.”
The Amazing Thailand Grab Travel Pass is priced at 30 Baht with a four-week validity, offering more than 3,000 Baht in combined savings across transport, dining and shopping. Benefits include up to 30% off ride-hailing services, 20% off airport transfers, up to 10% off food delivery and dining, and 15% off everyday purchases via GrabMart.
Targeted travel promotions will also support major cultural events, beginning with a 15% ride discount for the Maha Songkran World Water Festival 2026 at Benchakitti Park using the promo code GRABFEST.
Further information is available via the Grab application and the TAT Call Centre at 1672 Travel Buddy.
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9 April 09 2026Press Releaseshttps://www.tatnews.org/?p=85655 - TAT confirms Bangkok to host first-ever Eurovision Song Contest Asia 2026, marking new era of global music
Bangkok will host the Grand Final of Eurovision Song Contest Asia 2026 on 14 November, marking the debut of the iconic global music format in Asia and coinciding with Eurovision's 70th anniversary. The event reinforces Thailand's reputation for safety, operational readiness and delivery of high-quality large-scale international experiences.
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Bangkok, 9 April 2026 – The Tourism Authority of Thailand (TAT) announces that Bangkok will host the Grand Final of Eurovision Song Contest Asia 2026 on 14 November, marking the debut of the iconic global music format in Asia and coinciding with the 70th anniversary of Eurovision. The selection of Thailand reflects strong international confidence in the country’s safety standards, operational readiness and ability to deliver high-quality large-scale events, while supporting tourism growth and the expansion of the creative economy.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “Hosting the first-ever Eurovision Song Contest Asia reflects Thailand’s Value over Volume direction, where global events are leveraged to deliver quality tourism, meaningful experiences and long-term benefits for local communities. Under our ‘Healing is the New Luxury’ concept, travel is about connection, inspiration and emotional well-being, and this event brings that vision to life while reinforcing the country’s position as a world-class destination for culture, creativity and international events. Through our Trusted Thailand initiative, we continue to uphold standards that give organisers and visitors confidence in Thailand as a secure and well-prepared destination.”
Produced by Voxovation in collaboration with the European Broadcasting Union (EBU) and regional partners, the event marks a new chapter for one of the world’s most recognised live music competitions under the theme “United by Music”. The Bangkok Grand Final will be co-produced with S2O Productions and broadcast across Asian markets and global digital platforms, providing a stage for artists across Asia to present original music and storytelling to regional and international audiences.
Eurovision Song Contest Asia will feature broadcasters from across the region, including Thailand, South Korea, the Philippines, Viet Nam, Malaysia, Cambodia, Lao PDR, Bangladesh, Nepal and Bhutan, with additional partners to be announced. Each country will select its representative through national processes, with all entries competing in a single Grand Final. Voting will combine audience participation and professional jury input, with live broadcasts across television and digital platforms enabling global audiences to take part.
A dedicated digital engagement layer through ZOOP, a new global social media platform launching on 9 April 2026, will amplify international visibility through exclusive content, real-time interaction and immersive fan experiences, strengthening global awareness of Thailand as a host of large-scale cultural and entertainment events.
With participating countries representing over 600 million people, the event is poised to become one of the region’s most anticipated entertainment platforms, reinforcing Thailand’s positioning as a dynamic and trusted destination capable of delivering high-impact international experiences with strong safety and operational standards.
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9 April 09 2026Events & Festivalshttps://www.tatnews.org/?p=85647 - TAT refocuses on value over volume as 2026 tourism outlook is recalibrated
TAT is recalibrating Thailand’s 2026 tourism outlook with a stronger focus on value over volume, quality growth, and market diversification. Backed by Trusted Thailand and Healing is the New Luxury, the strategy aims to strengthen resilience, sustain competitiveness, and generate 2.58 trillion Baht from international and domestic tourism.
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Bangkok, 8 April 2026 – The Tourism Authority of Thailand (TAT) reaffirms that the country’s tourism strategy is guided by The New Thailand vision, where Value over Volume drives long-term sustainability and meaningful growth. TAT is advancing targeted measures to sustain competitiveness amid ongoing global economic uncertainty, while recalibrating the 2026 international tourism outlook.
TAT Governor Ms. Thapanee Kiatphaibool said, “We are strengthening high-value experiences, expanding quality market segments, and reinforcing confidence through Trusted Thailand, our framework for safety, quality, and reliability. At the same time, our ‘Healing is the New Luxury’ global communication concept reflects evolving traveller priorities, positioning Thailand as a destination that delivers both value and wellbeing. These efforts ensure Thailand remains resilient, competitive, and ready to welcome travellers with confidence.”
The strategic direction builds on Thailand’s sustained performance in 2025, where tourism continued to play a central role in economic recovery despite global headwinds, including economic uncertainty, geopolitical pressures, and intensifying regional competition. While international arrivals showed gradual recovery, evolving travel behaviour and more cautious spending patterns have reinforced the importance of focusing on quality growth and higher value per trip.
In the first quarter of 2026 (1 January – 31 March), Thailand recorded 9.31 million international arrivals. China remained the largest source market with 1.49 million visitors, followed by Malaysia (960,000), Russia (726,000), India (626,000), and South Korea (412,000). Long-haul markets, including the United Kingdom, Germany, the United States, and Japan, continued to generate strong value, supporting a more balanced and diversified market mix.
For 2026, TAT projects international arrivals at approximately 30–34 million, reflecting adjustments in line with prevailing global conditions, including fluctuating travel demand, air connectivity constraints, energy price volatility, and an expected easing of the Middle East situation within one to three months. Domestic travel is expected to reach around 206 million trips, with total tourism revenue projected at approximately 2.58 trillion Baht.
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8 April 08 2026Press Releaseshttps://www.tatnews.org/?p=85640 - Thailand to host Maha Songkran World Water Festival 2026 with Saneh Art by Songkran Festival
Thailand will host the Maha Songkran World Water Festival 2026 and Saneh Art by Songkran Festival in Bangkok, while supporting nationwide celebrations across all regions. The events strengthen Songkran’s UNESCO-recognised global standing, showcase Thai culture through contemporary experiences, and are projected to generate more than 30 billion Baht in tourism revenue.
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Bangkok, 8 April 2026 – The Tourism Authority of Thailand (TAT) announces two landmark events in Bangkok to welcome the Thai New Year: the Maha Songkran World Water Festival 2026, running 11 – 15 April at Benchakitti Park, and the Saneh Art by Songkran Festival 2026, taking place 11 – 30 April at Lumphini Park. Together, these events reinforce UNESCO’s recognition of Songkran in Thailand as an Intangible Cultural Heritage of Humanity, strengthening its position as a leading global festival.
The press launch was led by Mr. Nat Kruthasoot, TAT Deputy Governor for Tourism Products and Business, together with Pol. Maj. Gen. Danu Klamsum, Commander of Tourist Police Division 1. Prominent Thai artists and celebrities were also in attendance.
Mr. Nat said, “These celebrations embody TAT’s Value over Volume direction, where cultural festivals are elevated into high-impact experiences that deliver quality tourism revenue and lasting value for Thai communities. By combining heritage with contemporary creativity and international engagement, we are strengthening Songkran’s global appeal while advancing Thailand as a year-round destination for meaningful, experience-led travel under the ‘Healing is the New Luxury’ concept.”
The Maha Songkran World Water Festival 2026 presents Songkran’s cultural identity through a blend of Thai tradition and contemporary expression, reinforcing its UNESCO-recognised heritage while enhancing Thailand’s international image. Programming includes a grand opening ceremony, the Maha Songkran parade, cultural performances, contemporary showcases, and a large-scale drone light display. Distinct zones represent all five regions of Thailand, featuring cultural demonstrations, hands-on activities, a traditional temple fair atmosphere, sand pagoda building, and a Buddha image bathing ceremony, alongside dedicated areas for families and water-based entertainment.
The Saneh Art by Songkran Festival 2026 presents Thai charm through contemporary art, connecting Songkran traditions with modern creative expression. Six large-scale three-dimensional sculptures by Thai artists will be installed from 11 – 30 April at Lumphini Park. From 11 – 15 April, the programme expands to include art talks, markets, workshops, traditional Thai games, and a Check-in Challenge offering limited-edition prizes during the Songkran period.
TAT is also supporting and promoting Songkran activities across all regions of Thailand, delivering diverse Thai New Year experiences rooted in local identity. In the North, highlights include celebrations in Chiang Rai, Tak, Uttaradit, Nan, Phrae, Sukhothai, Chiang Mai, and Lamphun. In the Central region, Bangkok hosts multiple events across key districts and riverside landmarks, alongside traditional celebrations in Ayutthaya. In the East, celebrations take place in Samut Prakan and Chon Buri, while the Northeast features festivities in Udon Thani, Khon Kaen, and Nakhon Ratchasima. In the South, events are held in Surat Thani (Ko Samui) and Phuket. For a comprehensive calendar of events across Bangkok and all five regions, refer to TAT’s announcement on Songkran Festival 2026, which includes a dedicated nationwide infographic.
Total tourism revenue during 11–15 April is projected to reach approximately 30.35 billion Baht, a 6% increase year-on-year. International arrivals are forecast at 500,000 visitors, up 4%, generating around 8.1 billion Baht in receipts, a 2% increase. Domestic travel is expected to reach 5,963,000 trips, up 7%, contributing approximately 22.25 billion Baht in tourism revenue, an 8% increase.
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8 April 08 2026Press Releaseshttps://www.tatnews.org/?p=85637 - Splashing Through the Generations
From Bangkok's family-friendly splash zones to Chiang Mai's sacred temple ceremonies and Ayutthaya's candlelit ruins, Songkran 2026 offers something for every generation. This guide explores how Thailand's beloved water festival doubles as a rich, research-backed opportunity for families to bond, celebrate renewal, and make memories that endure.
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Songkran has always belonged to the family. In this article, the writer explores how Thailand’s iconic water festival—rooted in ritual, renewed each April—offers families across generations a living classroom for joy, connection, and the kind of shared memory that lasts long after the water dries.
For families, Songkran is about more than spectacle—it’s about unity and renewal. It’s a time for parents and children to create joyful, lasting memories together, strengthening their connection for years to come.
As the April sun climbs to its zenith, casting golden, shimmering rays over the Kingdom of Thailand, a unique transformation begins. The air, once heavy with the tropical dry season, suddenly ripples with laughter and the refreshing arc of water through the sky. This is Songkran, the Thai New Year, a festival that has evolved from a quiet, Brahmin-root ritual into what is arguably the world’s most spirited water celebration.
For families, Songkran in 2026 is an opportunity to deepen connections and strengthen bonds. Child psychotherapist Dr. Margot Sunderland notesthat a family holiday is a “rich learning environment.” Experiences like sharing jasmine-scented water and the delight of a well-aimed splash help foster unity, resilience, and joy—core messages of Songkran.
If you are planning a family escape for the 2026 festivities (13–15 April), consider how each destination across Thailand offers unique ways to celebrate. The following premier locations seamlessly blend tradition with toddler-friendly fun, ensuring your celebration is both meaningful and enjoyable.
Family Fun in the City
While Khao San Road may be too intense for those with little ones, the capital now offers sophisticated, safe “splash zones.” These areas are perfect for families, featuring attentive security personnel, clear crowd-control measures, shaded rest spots, and personnel stationed near water-play zones. Such features reassure parents that children can enjoy festivities with peace of mind.
- centralwOrld: Located in downtown Bangkok, this huge mall hosts a spectacular music festival from 11-13 April. It features a sand beach party, a giant water slide, and water celebrations.
- Siam Square is known for its “no alcohol, no powder” policy. This area provides a high-energy but controlled environment. Teenagers and younger children can join foam parties and live music.
Family Fun in the Heart of the North
For a family seeking the “pilgrimage paradigm,” a term coined by travel writer Rick Steves, Chiang Mai is the spiritual epicentre. Here, journeys focus on enlightenment over mere relaxation. The festival lasts longer, often stretching from 12 April to 16.
The city’s ancient moat becomes a water reservoir, but the heart of the experience for families is the temples. At Wat Phra Sing, children can join in Rot Nam Dam Hua, a gentle ceremony in which scented water is poured over elders’ hands for blessings. This aligns with research from the Institute for Family Studies, which suggests that travelling together helps families work as a team and strengthen their bond.
Tha Phae Gate, Chiang Mai 
Wat Phra Singh Woramahawihan, Chiang Mai Family Fun in the Sun
If your family thrives on variety, choose Pattaya. In 2026, it was the most-searched domestic destination. The city’s Wan Lai festival runs from 17 April through 19 April.
- Columbia Pictures Aquaverse in nearby Sattahip offers parents a supervised environment. For younger children, there are dedicated shallow pools and gentle slides designed for toddlers and early primary schoolers, all closely monitored by professional lifeguards.
- Nong Nooch Tropical Garden, also in Sattahip,emits a more pastoral experience. Here, traditional Thai dance performances are paired with gentle water ceremonies to ensure younger travellers do not feel overwhelmed.
Family Fun in a World Heritage Site
For a ‘bucket list’ family memory, go to Ayutthaya‘s ancient ruins. The festival at Wat Chai Watthanaram from 9-13 April features traditional Songkran activities, including building sand pagodas, cultural performances, and a fun night market. These engaging experiences capture what Professor Jaak Panksepp describes as the release of ‘well-being neurochemicals’ like oxytocin and dopamine through play.
After considering where and how to experience Songkran together, these diverse destinations prompt an important question: Why Travel Together?
Experiencing Songkran as a family is about living out renewal and unity, not just having fun. A Family Holiday Association study found 49% of people cited their happiest memory as a family vacation. Songkran thrives on collaboration, as families help each other refill water tanks or traverse vibrant, bustling streets together.
As you pack floral shirts and waterproof phone pouches for 2026, remember: Songkran’s true message is unity and renewal. Splashing is simply the medium through which families reconnect and celebrate together.
About the Author
“Frequent foodie and occasional craftsman of travel stories, Chattan Kunjara Na Ayudhya (Chat) draws on his nearly 4 decades of promoting Thailand’s tourism industry to highlight everything from world-class attractions to hidden gems. When not writing stuff, he makes it a mission to catch rom-coms and DC superheroes whenever they show up in theaters.”
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7 April 07 2026Travel Featureshttps://www.tatnews.org/?p=85615 - TAT welcomes international visitors with Amazing Bag initiative at Hat Yai
TAT welcomed international visitors at Hat Yai International Airport and Sadao Customs House with Amazing Bags, supporting the Amazing Thailand Passport Privileges @ HAT YAI campaign. Running through 31 May 2026, the initiative offers exclusive discounts, QR code access, and prize opportunities to help revitalise tourism and local economies in Southern Thailand.
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Hat Yai, 3 April 2026 – The Tourism Authority of Thailand (TAT) welcomed international visitors arriving at Hat Yai International Airport and the Sadao Customs House, presenting each with an “Amazing Bag” filled with curated Thai-inspired souvenirs as a warm first impression of Thailand. The activity forms part of the “Amazing Thailand Passport Privileges @ HAT YAI” campaign, a series of on-the-ground initiatives designed to revitalise tourism across Southern Thailand from April to May 2026.
The TAT delegation, led by Ms. Thapanee Kiatphaibool, TAT Governor, together with Mr. Nat Kruthasoot, Deputy Governor for Tourism Products and Business, and Ms. Nattaphan Treedecha, Director of the Tourism Industry Investment Promotion Department, welcomed international visitors at Hat Yai International Airport and the Sadao Customs House alongside public and private sector partners. At Hat Yai International Airport, the delegation received visitors arriving on a Scoot Airlines flight from Singapore, while at the Sadao Customs House, travellers entering Thailand overland were welcomed.
Ms. Thapanee said, “Amazing Thailand Passport Privileges @ HAT YAI reflects TAT’s proactive approach to restoring momentum in Southern Thailand. By engaging visitors from the point of arrival, the campaign strengthens confidence, encourages local spending, and enhances the overall travel experience through meaningful and accessible privileges.”
The campaign builds on TAT’s Smile @ South initiative, launched following the floods of November 2025, to accelerate tourism recovery while supporting local economies and reinforcing Southern Thailand’s position as a welcoming destination.
Active since 1 April 2026, the programme has recorded strong participation from international visitors, particularly from Malaysia and Indonesia, across three key entry points: Hat Yai International Airport, Sadao Customs House, and Padang Besar Customs House. Participants receive exclusive privileges and discounts from more than 100 tourism establishments across Southern Thailand and are eligible to win a Lucky Bag of prizes from tourism partners, with a combined value exceeding 500,000 Baht.
Visitors can participate until 31 May 2026 by presenting their passport at designated activity booths at all three checkpoints to receive an Amazing Bag and access privileges via QR code registration.
For more information, visit www.tourismthailand.org/amazingthailandpassportprivileges.
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3 April 03 2026Photo Releaseshttps://www.tatnews.org/?p=85595 - Thailand and Sanya tourism boards sign letter of intent on joint destination promotion
Thailand and Sanya have signed a Letter of Intent to promote two-way tourism and strengthen long-term cooperation. The agreement covers joint marketing, product development, and influencer exchange, while enhancing connectivity and travel facilitation. This partnership supports sustainable tourism growth and deeper international engagement between both destinations.
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Bangkok, 3 April 2026 – The Tourism Authority of Thailand (TAT) and the Sanya Tourism Board, People’s Republic of China, have signed a Letter of Intent on joint destination promotion, establishing a long-term cooperation framework. The signing took place on 31 March 2026 at the China Cultural Centre in Bangkok, during the Sanya Tourism Promotion Press Conference in Thailand.
TAT was represented by Mrs. Sirigesanong Trirattanasongpol, TAT Executive Director for the East Asia Region, while the Sanya Tourism Board was represented by Ms. Nan Ma, Deputy Director General.
The Letter of Intent outlines collaboration across key areas, including the promotion of two-way tourism, joint international marketing and communications, tourism product and route development, and the exchange of key opinion leaders and influencers. Both parties will strengthen this cooperation in 2026 by leveraging emerging media platforms, while also advancing efforts to enhance connectivity between destinations and improve travel facilitation, supporting the continued growth of visitor flows and more seamless travel experiences.
This agreement reinforces TAT’s commitment to advancing sustainable growth through two-way tourism, strengthening international partnerships, and supporting deeper people-to-people connections by building awareness and inspiring travel between Thailand and Sanya, People’s Republic of China.
Sanya is recognised as one of China’s leading international beach destinations, while Thailand continues to deliver high-quality tourism experiences under the “Amazing Thailand, The Journey Your Heart Leads” concept. This is further supported by the “Trusted Thailand” initiative, through which TAT works closely with public and private sector partners to uphold standards that ensure safety, quality, and traveller confidence.
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3 April 03 2026Photo Releaseshttps://www.tatnews.org/?p=85589 - Thailand strengthens global confidence with safe and successful Jimmy Pelletier World Tour Stage 5
Thailand has marked the successful completion of Jimmy Pelletier World Tour Stage 5, a 47-day handcycle journey across more than 30 provinces. The milestone highlights Trusted Thailand, reinforcing the Kingdom’s reputation for safety, inclusion, accessibility and strong cross-sector support while showcasing its readiness to welcome global travellers with confidence.
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Bangkok, 2 April 2026 – The Tourism Authority of Thailand (TAT), in partnership with AFS Thailand, celebrates the successful completion of Jimmy Pelletier World Tour Stage 5: Thailand, marking a 47-day cross-country journey that highlights the Kingdom’s strong safety standards, inclusive tourism approach and readiness to welcome global travellers with confidence.
The Canadian Paralympian completed a handcycle route spanning more than 30 provinces across all regions of Thailand, the only Asian destination in his 13-stage global project. This milestone reinforces TAT’s Trusted Thailand initiative, which advances traveller confidence through high safety standards, seamless facilitation and coordinated support across all sectors.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “The success of Jimmy Pelletier’s World Tour Stage 5 in Thailand reflects the strength of our Trusted Thailand initiative, demonstrating that the Kingdom is a safe, secure and inclusive destination where travellers can explore with confidence. Through nationwide collaboration, we ensured a smooth and well-supported experience across every stage of this remarkable project.”
The Thailand stage ran from 14 February to 1 April 2026, beginning in Bangkok and continuing through Suphan Buri, Chai Nat, Nakhon Sawan, Phichit, Phitsanulok, Sukhothai, Kamphaeng Phet, Tak, Lampang, Lamphun, Chiang Mai, Chiang Rai, Phayao, Phrae and Uttaradit. The route then extended south through Phetchabun, Lop Buri, Nakhon Nayok, Chachoengsao, Rayong, Pattaya and Chon Buri, before continuing to Phuket, Phang-nga, Ranong, Chumphon, Prachuap Khiri Khan, Phetchaburi and Nakhon Pathom, concluding at AFS Thailand in Nonthaburi, with the delegation scheduled to depart Thailand on 2 April 2026 to continue the next stage in Morocco.
Throughout the journey, TAT worked closely with local offices and partners to provide logistical support, facilitate travel and ensure a safe, seamless experience. Supported by strong coordination across agencies and the warm hospitality of local communities nationwide, the successful execution reinforces Thailand’s reputation for reliability, well-managed travel infrastructure and consistent standards of safety, service and accessibility. The experience left a strong impression on Mr. Pelletier and his team, who were visiting Thailand for the first time.
Highlights, photographs and footage from the journey across Thailand’s iconic destinations have been shared continuously via the project website and the official Tour du Monde Jimmy Pelletier World Tour Facebook page.
This successful milestone further affirms Thailand’s standing as a safe and inclusive destination, where quality, confidence and Tourism for All come together to deliver world-class travel experiences.
Notes to editors: The Jimmy Pelletier Cycling Ride — La Randonnée Jimmy Pelletier — is a 13-stage global cycling project raising awareness and funds for Adaptavie, a Quebec-based non-profit supporting people with physical, intellectual and autism-related disabilities.
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2 April 02 2026Press Releaseshttps://www.tatnews.org/?p=85570
