The Tourism Authority of Thailand has maintained its public relations efforts to attract tourists to the country. In order to convince the world that “Traveling in Thailand is more amazing than ever,” the country must promote tourism that ties in with the culture of the region in order to give visitors experiences that are both memorable and worthwhile. The activities “Mu Rangheng, Mu Rangbang – Receiving Power in a Way to Save the World” are being held under the theme “#Worship the giant serpent and fall in love with Nakara Thani,” which is part of the promotion of the concept of “Isan in Love, Falling in Love with the Land of Isan” in the Northeast region.

       The Mu line of tourism routes in the “Nakara Thani” area (which includes the provinces of Udon Thani, Nong Khai, and Bueng Kan) were created by Ms. Thanaporn Poolperm, from TAT, and Dr. Katha Chinbanchorn, and they were inspired by the local belief and culture of “Nak” soft power, a symbol of rivers and abundance.

       The highlighted tourist routes are (1) the Udon Thani route, starting at Thao Wessuwan - Wat Sra Manee - Wat Pa Dong Nong Tan, (2) the Nong Khai route, starting at Phra That Phang Puan - Wat Pho Chai - Phra That La Nong, and (3) the Bueng Kan route, starting at Suwan Rajadara Temple – Wat Pa Mueang Heung – Naka Cave – Don Pho Island (Pu Ue Lue).

       Further, in keeping with the BCG Model for economic growth, TAT seeks to promote awareness of the importance of responsible tourism. There is a campaign to reduce the use of incense, candles, smoke, and pollution, and stop activities that contribute to global warming, as well as to use environmentally friendly products, such as natural cloth bags, when traveling. Additionally, PR campaigns that encourage people to visit Nakara Thani, so that they can take in the region’s enticing sights, rich culture, and magnificent Mu Route in the region’s Northeast, will drive home the message that “Nakara Thani can be visited all year round” and help to ensure that Isan remains a top travel destination.

       This activity is expected to attract 30,000 visitors to the Mu tourist route in the area, generating more than 120 million baht in recurring revenue between December 2022 and February 2023.