The Tourism Authority of Thailand (TAT) had launched the “AMAZING ULTIMATE FESTIVAL” to stimulate and instill confidence in traveling, showcasing a new form of tourism at four seaside locations. The regions included were Phang Nga, Phuket, Songkhla, and Prachuap Khiri Khan provinces, offering a variety of entertainment options for tourists.

     The festival used art and music as mediums to provide enjoyment, uniquely characterizing each area. Activities in Phang Nga and Phuket primarily focused on Sport Tourism, while Songkhla and Prachuap Khiri Khan hosted the Recreation Festival and various entertaining events.

     Phang Nga province hosted the "KHAOLAK SURF FESTIVAL 2023", offering visitors the opportunity to experience wind, waves, and sunlight, and participate in a surfing competition with a total prize of more than 220,000 baht. This took place from June 16th to 18th, 2023, at Memories Beach, Khao Lak.

     In Phuket, the stylish "PHUKET SURF CONTEST 2023" took place, offering a total prize of more than 220,000 baht, along with a concert event. This was held from June 23rd to 25th, 2023, at Kata Beach.

     Songkhla province catered to indie tourists with the "SONGKHLA BEACH LIFE 2023" event on the beach beneath the pine forest. Visitors could learn about stand-up paddleboarding, participate in fun workshops with SUP, and enjoy a concert from renowned artists. This took place from July 7th to 9th, 2023, at Chalathat Beach.

     Finally, Prachuap Khiri Khan province attracted the hipster crowd with the "HUAHIN BEACH LIFE 2023" event. Attendees could have fun at the SUP clinic, enjoy concerts by the beach at Hua Don and Khao Takiab, which took place from July 21st to 23rd, 2023.

     The festival also catered to foodies and shoppers by setting up a food zone, gathering famous local restaurants to serve delicious meals, as well as assembling unique beach items for purchase in the shopping zone.