The Tourism Authority of Thailand, led by Governor Ms. Thapanee Kiatphaibool, (ฐาปนีย์ เกียรติไพบูลย์) is shifting strategy amid energy crisis and slowdown in long-haul travel markets, prioritizing domestic tourism through a “Travel Near Home” campaign to promote short-distance trips, community-based experiences, and sustainable travel, targeting high-potential short-haul markets such as China, Malaysia, and India to offset declining arrivals from the Middle East, where travel demand has been affected by airline capacity constraints and higher fuel prices.
As part of this, TAT is to host the (1) "Maha Songkran World Water Festival 2026" from April 11–15 at Benchakitti (เบญจกิติ) Park in Bangkok to highlight Thailand’s rich Songkran heritage through cultural performances. (2) Saneh Art by Songkran Festival 2026 from April 10–30 at Benchasiri (เบญจสิริ) Park and Larn Khon Muang (ลานคนเมือง) in Bangkok City Hall, featuring large-scale 3D sculptures created by leading Thai artists. (3) Songkran celebrations across all five regions of Thailand, including Siam Paragon, ICONSIAM, พระประแดง สมุทรปราการ, Ayutthaya, Sukhothai, ถนนข้าวเหนียว Khon Kaen, and Koh Samui, Surat Thani province.
According to TAT, this strategy will help stabilize the tourism sector in the short term while laying the groundwork for long-term, sustainable growth under its “Value over Volume” approach, aimed at enhancing the overall quality of travel experiences in Thailand
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