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- Thailand Targets High-Value Travellers to Fuel Long-haul Tourism Growth
Thailand is seeing a surge in long-haul tourist arrivals in 2025, with over 11.35 million international visitors recorded so far. The Tourism Authority of Thailand (TAT) is driving this growth through airline collaborations, niche market strategies, and global events — all aimed at high-value travellers. With strong performance from key markets and forward bookings remaining high, TAT is on track to meet its ambitious year-end goals.
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Bangkok, 25 April 2025 – The Tourism Authority of Thailand (TAT) has reported strong growth in long-haul international arrivals in early 2025, as it steps up efforts to attract high-value travellers in line with national tourism strategy — driving toward its year-end target of 39 million visitors and 2.23 trillion Baht in revenue.
From 1 January to 21 April 2025, Thailand welcomed over 11.35 million visitors, according to the Immigration Bureau. Long-haul markets showed particularly strong year-on-year growth: the United Kingdom – 423,324 (+20.61%), Germany – 407,378 (+13.14%), France – 364,262 (+22.65%), the United States – 379,472 (+12.83%), Australia – 255,420 (+16.85%), Israel – 131,958 (+97.43%), Italy – 114,808 (+28.6%), the Netherlands – 94,074 (+17.88%), Spain – 52,629 (+17.75%), and Saudi Arabia – 43,356 (+15.26%).
This performance has been driven in part by expanded airline seat capacity through TAT’s Airline Focus strategy, which partners with international carriers to increase flight frequencies and launch new routes. Recent additions include Alitalia (Italy–Bangkok), Condor (Frankfurt–Bangkok/Phuket), Evelop Airlines (Madrid–Bangkok), and Air Calédonie International (Paris–Bangkok), alongside frequency increases from Iberojet (Madrid–Bangkok) and Norse Atlantic Airways (London Gatwick–Bangkok).
Forward bookings from long-haul markets remain strong for April to June, with continued momentum expected from the UK, Italy, Spain, Israel, and Russia.
TAT is sharpening its promotional focus on high-potential, high-spending source markets to drive sustainable growth. Priority areas include long-haul markets across Europe (the UK, Germany, Italy, Israel, Sweden, Switzerland, Norway, Austria), the Americas (Argentina, Brazil), Oceania (Australia), the Middle East (Saudi Arabia, Kuwait), and Africa (South Africa), as well as key short-haul markets including Japan, South Korea, Taiwan, Malaysia, Singapore, Indonesia, India, and Sri Lanka.
Targeted efforts are being made to attract high-value tourists through health and wellness experiences, including Thai massage, spas, yoga, wellness cuisine, and holistic programmes — especially popular among travellers from Europe, ASEAN, and the Middle East.
The yacht and superyacht segment is being developed for European, Australian, and Asia-Pacific markets, while sports and entertainment tourism — including golf, marathons, trail running, Muay Thai, diving, and cycling — is being actively promoted in Russia, Europe, the US, Australia, China, South Korea, and Japan. Additionally, the digital nomad and workation markets are being targeted in popular destinations such as Chiang Mai, Bangkok, Phuket, Ko Samui, Hua Hin, and Krabi.
“We’re not just chasing numbers — we’re shaping the future of Thai tourism,” said TAT Governor, Ms. Thapanee Kiatphaibool. “From wellness and yachting to global festivals and sport, we’re curating experiences that speak to today’s traveller, while building long-term value for the Thai economy and local communities.”
To boost year-round travel, TAT is leveraging Thailand’s cultural richness and soft power through its Grand Festivity initiative, part of the Amazing Thailand Grand Tourism and Sports Year. Building on the success of Songkran 2025, the Thailand Summer Festivals campaign will feature high-profile events in music (EDC, Wonderfruit, Big Mountain, Pla Ra Molam), sport (UTMB, Regatta, WGP#1, FIVB, SEA Games), the arts (Na Satta, International Fireworks Festival), and food and culture (Amazing Thailand Grand Taste).
A full-spectrum communications push across digital, print, social, and mainstream media will ensure Thailand stays top-of-mind for global travellers. With strong momentum in place, TAT is on track to achieve its 2025 tourism targets.
Ko Poda, Krabi 
Klong Root, Nong Talay Canal, Krabi 
Ko Ran Pet Ran Kai, Chumphon 
Silarom Spa, Ko Samui, Surat Thani 
Ang Khang Nature Trail, Doi Inthanon National Park, Chiang Mai 
Bangpra International Golf Club, Sriracha, Chon Buri The post Thailand Targets High-Value Travellers to Fuel Long-haul Tourism Growth appeared first on TAT Newsroom.
25 April 25 2025Press Releaseshttps://www.tatnews.org/?p=81779 - TAT and StarDream Cruises Launch Star Voyager to Anchor Thailand as Cruise Hub
On 22 April 2025, the Tourism Authority of Thailand and StarDream Cruises officially launched Star Voyager, a newly refurbished luxury cruise ship now homeported in Thailand. Marking a key initiative under the Amazing Thailand Grand Tourism and Sports Year 2025, the launch positions Thailand as a rising regional hub in the global cruise tourism market.
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Bangkok, 23 April 2025 – The Tourism Authority of Thailand (TAT), in partnership with StarDream Cruises, is elevating Thailand’s profile in global cruise tourism with the launch of the Star Voyager on 22 April. For the first time, the luxury cruise ship—accommodating around 1,940 guests—will operate with Thailand as its home port.
Miss Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing – Asia and the South Pacific, described the launch as a milestone for Thai tourism. “The launch of Star Voyager marks a significant step in our efforts to strengthen Thailand’s tourism and maritime sectors, in line with national policy and the objectives of the Amazing Thailand Grand Tourism and Sports Year 2025. This achievement reflects the dedication of our teams and partners who worked tirelessly to bring this vision to life.”
The debut of Star Voyager also marks the revitalisation of the StarCruises brand and reinforces Thailand’s role as a key cruise hub in Southeast Asia. Fresh from a US$50 million refurbishment, the ship now offers a premium cruising experience departing from Laem Chabang Port. It is operating two exclusive five-night sailings—22–27 April and 7–12 May—on the Laem Chabang – Ko Samui – Singapore – Laem Chabang route, giving travellers a gateway to Thai culture and hospitality.
“We’re excited to homeport the Star Voyager in Bangkok as we introduce the revitalised StarCruises brand in Thailand,” said Mr. Michael Goh, President of StarDream Cruises. “This launch represents a significant step forward in our vision to position Thailand as a cruise hub in Southeast Asia. With this regional deployment, we aim to attract a diverse range of travellers while supporting the country’s growing tourism economy.”
To celebrate the inaugural sailing, TAT hosted a welcome event at Laem Chabang Port featuring a traditional long-drum procession and a performance by Alcazar Cabaret Show Pattaya. Passengers on these two sailings also received commemorative Thai souvenirs.
Onboard, guests are taking part in curated cultural experiences including Bo Sang umbrella painting, herbal sachet (Bunga Rampai) crafting, and classical Thai dance. These activities are part of the “5 Must Do in Thailand” theme—Must Taste, Must Try, Must Buy, Must Seek, and Must See—designed to offer cruise travellers a rich, immersive Thai experience and inspire future visits to the Kingdom.
Thailand’s cruise sector continues to grow. In 2024, the country welcomed 162 cruise ship calls, carrying over 379,000 passengers and generating 1.89 billion Baht in revenue—a 6.9% increase from the previous year, according to the Thai Maritime Enforcement Command Center. The busiest cruise ports include Patong Bay, Laem Chabang, Ko Samui, Phuket Deep Sea Port, and Sriracha Port, with most travellers arriving from Singapore, the United Kingdom, Malaysia, the United States, and Germany.
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23 April 23 2025Press Releaseshttps://www.tatnews.org/?p=81757 - TAT and Thai-Italian Chamber of Commerce Mark Joint Founding Day of Rome and Bangkok
The Tourism Authority of Thailand (TAT) and the Thai-Italian Chamber of Commerce jointly celebrated the founding day of Rome and Bangkok on 21 April with a cultural event in Bangkok. The occasion highlighted the strong ties between Thailand and Italy, with tourism, cultural exchange, and business collaboration at its core.
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Bangkok, 23 April 2025 – The Tourism Authority of Thailand (TAT), in collaboration with the Thai-Italian Chamber of Commerce, hosted the “Foundation of Rome & Bangkok Grand Celebration” to commemorate the shared founding date of the capitals of Thailand and Italy—both established on 21 April.
Representing TAT at the event, which is part of the Amazing Thailand Grand Tourism and Sports Year 2025, Mrs. Chiravadee Khunsub, Deputy Governor for International Marketing – Europe, Africa, the Middle East, and the Americas, emphasised the importance of tourism and cultural exchange in strengthening international understanding and long-standing bilateral relations.
Held on 21 April at Siri Sala Private Thai Villa in Bangkok, the celebration featured live music, traditional performances, showcases by Italian businesses, and a panel discussion titled “Bridging Cultures Through Tourism: Thailand & Italy in Focus.” The evening concluded with a networking dinner to foster closer collaboration between Thai and Italian partners.
Italy remains a high-potential source market for Thailand, with 267,000 visitors in 2024 and strong momentum into 2025. With growing demand for independent and sustainable travel, and direct flights from Rome and Milan, TAT continues to engage Italian travellers through targeted campaigns and partnerships.
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23 April 23 2025Photo Releaseshttps://www.tatnews.org/?p=81754 - TAT x Leicester City Spotlighted Thai Soft Power on the Global Sports Stage
The Tourism Authority of Thailand (TAT), in collaboration with Leicester City Football Club, spotlighted Thai soft power at a Premier League match on 20 April 2025. Highlights included a Muay Thai showcase, Thai snacks, and a fan-engagement campaign to promote Thai tourism as part of the Amazing Thailand Grand Tourism and Sports Year 2025 initiative.
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Bangkok, 22 April 2025 – The Tourism Authority of Thailand (TAT), under the Ministry of Tourism and Sports, in partnership with Leicester City Football Club (LCFC), staged a high-impact promotional event during the Premier League match between Leicester City and Liverpool on 20 April 2025 at King Power Stadium, United Kingdom.
“TAT continues to see sport as a powerful gateway for travel inspiration,” said Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications. “Through this collaboration with Leicester City, we’ve brought Thailand’s identity—our martial arts, food, and warm hospitality—onto one of the world’s most watched stages. It’s about making meaningful impressions that convert into real travel decisions.”
The event marked a key step in TAT’s mission to elevate Thai Soft Power globally. It leveraged football’s massive reach to boost Thailand’s visibility across European markets. It was part of TAT’s broader Amazing Thailand Grand Tourism and Sports Year 2025 campaign, aimed at attracting high-quality tourists through the unifying power of sport.
Held under the theme “5 Must-Do Experiences in Thailand,” the event offered fans a vivid glimpse into Thai culture and travel appeal. A standout was the Muay Thai showcase—representing the “Must Try” experience—featuring renowned fighters Shadow Singmawin and Alex Singmawin. Their modern take on the traditional Wai Khru ritual highlighted the elegance and spirit of Thailand’s national martial art, captivating audiences in the stadium and beyond.
Fans also had the chance to join a Wai Khru demonstration to win autographed LCFC jerseys and limited-edition “Chang” boxing shorts—adding an interactive, memorable element to the experience.
The “Must Taste” highlight featured khao tan, a traditional Thai crispy rice snack made with sugarcane and watermelon juice. This hands-on tasting introduced spectators to Thailand’s distinctive flavours and culinary heritage.
To amplify the campaign, TAT rolled out Amazing Thailand advertisements across LCFC’s platforms, including LED screens inside King Power Stadium and digital content via LCFC.com, Facebook, and X. With a combined online following of over 10 million, this media presence significantly boosted campaign visibility.
Ahead of the match, TAT also ran a Songkran-themed online contest in the UK, offering 10 exclusive tickets to the game. The activity deepened cultural engagement while building anticipation.
The initiative also built on TAT’s longstanding partnership with LCFC, which began during COVID-19. With over 30,000 spectators at the match and a global broadcast audience in the billions, the collaboration delivered a powerful platform to position Thailand as a top destination for sport and entertainment tourism.
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22 April 22 2025Press Releaseshttps://www.tatnews.org/?p=81752 - TAT Hosts Amazing Thailand Festival in Bhutan 2025
The Tourism Authority of Thailand (TAT) hosted the first Amazing Thailand Festival in Bhutan on 19–20 April 2025 at Clock Tower Square, Thimphu. The two-day event highlighted Thailand’s soft power through cultural showcases, culinary delights, Muay Thai workshops, and traditional crafts. Honoured by the presence of Bhutan’s Prime Minister, the festival aimed to strengthen tourism and cultural ties as part of the Amazing Thailand Grand Tourism and Sports Year 2025.
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Bangkok, 21 April 2025 – The Tourism Authority of Thailand (TAT) hosted the first-ever Amazing Thailand Festival in Bhutan 2025 on 19–20 April at Clock Tower Square in Thimphu. The event, part of the Amazing Thailand Grand Tourism and Sports Year 2025, aimed to boost Thailand’s image and attract Bhutanese travellers as part of a strategic push into high-potential South Asian markets.
H.E. Dasho Tshering Tobgay, Prime Minister of Bhutan, honoured the festival with a visit on 20 April, experiencing Thailand’s soft power first-hand through the “5 Must-Do Experiences” and engaging with various cultural booths. His presence reaffirmed the close ties between Thailand and Bhutan and helped inspire deeper interest in Thai tourism among Bhutanese visitors.
The opening ceremony on 19 April was graced by H.E. Mrs. Makawadee Sumitmor, Ambassador of Thailand to Bhutan, and Mr. Lyonpo Namgyal Dorji, Honorable Minister of Industry, Commerce and Employment of Bhutan. The festival was organised under the leadership of Ms. Thapanee Kiatphaibool, TAT Governor, along with Miss Pattaraanong Na Chiangmai, Deputy Governor for International Marketing – Asia and the South Pacific, and Mr. Khemathat Archawathamrong of the Thai Trade Center in Dhaka, supported by other key TAT executives.
Ms. Thapanee Kiatphaibool said: “It is an honour to bring the Amazing Thailand Festival to the heart of Thimphu. This event is more than a celebration of Thai food, art, and tradition—it is a meaningful exchange between two nations bound by mutual respect and shared cultural values. We hope this festival deepens the friendship between Thailand and Bhutan, and inspires many to discover the beauty, creativity, and warm spirit of Amazing Thailand.”
The two-day event spotlighted Thailand’s soft power through the “5Fs” – Food, Film, Fashion, Festival, and Fight – alongside the “5 Must-Do Experiences in Thailand,” brought to life through interactive activities and cultural showcases.
Visitors explored Thai culinary delights (Must Taste) with cooking demonstrations of Phat Thai, tofu stir-fry with basil, Som Tam (papaya salad), herbal drinks, and Bua Loi (glutinous rice balls in coconut milk). Traditional arts and crafts (Must Try), such as umbrella painting and tung making, were featured alongside Thai massage sessions and Muay Thai workshops.
Locally made Thai products and souvenirs (Must Buy), including elephant keychains and Muay Thai shorts, showcased the richness of Thai craftsmanship. A themed photo zone (Must Seek) featured iconic Thai elements such as tuk-tuks, beach scenery, Muay Thai fighters, and traditional dance.
Live performances throughout the festival (Must See) offered immersive experiences of Thai heritage, from classical dance to the dynamic artistry of Muay Thai.
The Bhutanese travel market, while relatively small, holds strong potential. In 2024, a total of 21,581 Bhutanese tourists visited Thailand – a 6.02% increase from 2023. Popular reasons for travel include leisure, education, and medical treatment, with beach holidays, wellness tourism, shopping, and family trips being top choices. From 1 January to 9 April 2025 alone, Thailand has already welcomed 9,545 Bhutanese visitors, indicating continued growth.
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21 April 21 2025Press Releaseshttps://www.tatnews.org/?p=81736 - How I Ate My Way Through Songkran
During Songkran, Thailand’s New Year festival, one food lover swaps water fights for a culinary adventure—exploring fiery street eats and royal Khao Chae.
The post How I Ate My Way Through Songkran appeared first on TAT Newsroom.
The first splash came out of nowhere. One moment, I was strolling through the streets of old Bangkok, marvelling at the golden temples and bustling markets, and the next, I was drenched from head to toe. A mischievous child grinned at me, still clutching a bright blue water gun as if daring me to retaliate. And just like that, I was swept into the exhilarating chaos of Thailand’s Songkran Festival.
Songkran, Thailand’s traditional New Year celebration, is a festival like no other. Held annually from 13 to 15 April, it marks the end of the dry season with a nationwide water fight that symbolises purification, renewal, and a fresh start. What began as a gentle ritual of sprinkling water over elders for blessings has evolved into a full-scale battle of epic proportions.
As I weaved through the chaos, the streets were a blur of colour, laughter, and water splashes. Soaked to the bone and grinning like a child, I decided to take a break from the playful warfare and dive into another integral part of Thai culture—its food. As a Thai close to retirement age, I had participated in Songkran festivities many times before, but I was looking to do something different this time.
Songkran is when families around the country reunite and bond over food, and lots of it, ranging from convenient street eats to elaborate sets of dishes inspired by the royal households of old. I stumbled into a bustling street market, drawn by the intoxicating aroma of grilled meats, sizzling woks, and the unmistakable scent of lemongrass. Vendors called out their specialties, their stalls overflowing with colourful dishes. My stomach rumbled in anticipation.
I started with Som Tam, the famous green papaya salad. A vendor in a floral shirt and straw hat pounded shredded papaya, cherry tomatoes, chilies, and peanuts together in a wooden mortar. When he asked how spicy I wanted it, I confidently said, “Medium.” Big mistake. My first bite was a rollercoaster of flavours—sweet, sour, salty, and then… the heat hit me like a Songkran water cannon. My lips tingled, my eyes watered, and I couldn’t stop eating. The balance of flavors was addictive.
Next came Mu Ping, skewers of marinated pork grilled over charcoal, served with a sticky rice ball wrapped in banana leaf. The meat was tender, caramelized, and smoky, with just the right sweetness. I dipped it into a small plastic bag of Nam Chim Chaeo, a tangy, spicy dipping sauce, and savoured every bite.
Then I spotted it—the dish I had been both eager and terrified to try: Tomyum Kung. The steaming bowl of shrimp soup arrived, its surface shimmering with chili oil and fragrant herbs. One sip, and I was hooked. The broth was a perfect harmony of lemongrass, lime leaves, galangal, and chili. The shrimp were plump and fresh, absorbing the bold flavours. It was comfort food with a kick, the dish that made me sweat but left me craving more.
For dessert, I couldn’t resist the classic Mango Sticky Rice. The mango was impossibly sweet and juicy, the sticky rice warm and soaked in creamy coconut milk. It was the perfect antidote to the fiery dishes I had just devoured.
As I sat on a plastic stool, surrounded by locals and fellow tourists, my senses still buzzing from the explosion of flavours, I realized that Thai food wasn’t just about eating—it was an experience, an adventure. And it tasted even better during Songkran, with water fights raging all around and the air thick with celebration.
I wiped my brow, took one last sip of my ice-cold Thai tea, and smiled. Songkran had drenched me in more ways than one, and I wouldn’t have had it any other way.
Khao Chae: Thailand’s Cool Culinary Gem for the Summer
There is a guilty foodie pleasure I await with glee every Songkran. As summer’s temperature blankets Thailand, this age-old dish emerges to offer a refreshing escape—Khao Chae (ข้าวแช่). This elegant meal of chilled jasmine rice soaked in ice-cold, flower-scented water is more than just a culinary delight; it’s a rejuvenating experience that symbolizes tradition, refinement, and relief from the sun. What makes Khao Chae unique is its cooling effect and the dedication and care that goes into crafting its delicate flavours. Traditionally, the rice is rinsed multiple times to remove excess starch, ensuring a smooth and polished texture. It is then immersed in chilled water infused with fragrant jasmine or pandan to create a subtly aromatic experience.
A Taste of Thai Royalty
Khao Chae traces its roots to the royal kitchens of Thailand’s Rattanakosin era (1782–present), where it was meticulously prepared for the royal court during the hot season. However, its origins go even further back, and it is believed to be inspired by Mon cuisine, a cultural influence from early Mon communities in Thailand. Over time, Khao Chae transitioned from an exclusive palace dish to a beloved summer treat enjoyed by locals, particularly during Songkran.
A Symphony of Flavours
While the rice itself is light and refreshing, the magic of Khao Chae lies in its assortment of savoury side dishes, each meticulously prepared to complement the coolness of the rice. These include:
• Luk Kapi (ลูกกะปิ): Deep-fried shrimp paste balls offering a salty-sweet punch.
• Hom Daeng Yat Sai (หอมแดงยัดไส้): Stuffed shallots with minced pork or shrimp, wrapped in a crispy shell.
• Mu Foi (หมูฝอย): Sweet and shredded pork, balancing the savoury elements.
• Chaipo Phat (ไชโป๊วผัด): Stir-fried sweet radish, adding a chewy texture.
• Pla Duk Fu (ปลาดุกฟู): Crispy shredded catfish offering a delightful crunch.Each bite of Khao Chae is a symphony of contrasts-textures and tastes that play off each other, creating a sophisticated yet refreshing dining experience.
A Seasonal Delight
Because of its elaborate preparation, Khao Chae is primarily enjoyed during summer, especially in April, when Thailand’s temperatures rise. Many high-end Thai restaurants and traditional eateries offer it as a limited-time dish, and families take pride in making their own versions at home.
For those seeking an authentic experience, Bangkok’s Tha Tian Market, Or Tor Kor Market, and prestigious hotels often serve Khao Chae during the Songkran season, staying true to the historical preparation methods.
Bangkok’s vibrant Or Tor Kor Market, known for premium produce and street eats. Cooling Down with Culture
More than just a dish, Khao Chae represents Thai hospitality, artistry, and an appreciation for balance—between heat and cold, simplicity and complexity. Eating Khao Chae is an immersive experience that transports you to a time when food was prepared with deep thought and cultural significance.
So why not take a cue from Thai tradition? A bowl of fragrant Khao Chae, a plate of delicious condiments, and a moment of cool relief—it’s the perfect way to savour Thailand’s culinary heritage.
The best places to get Khao Chae in Bangkok any time of year
Saneh Jaan – The Michelin-star restaurant is highly regarded for its jasmine rice Khao Chae with scented ice cubes.
Lai Ros—This local favourite features traditional Khao Chae with all the trimmings. It has been selling Khao Chae sets for well over 50 years.
Khao Chae Mae Siri—The Bang Lamphu institution has a unique Khao Chae recipe from Mon ancestors.
Jim Thompson, A Thai Restaurant – Khao Chae here has a contemporary twist and is served in elegant surroundings.
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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14 April 14 2025Travel Featureshttps://www.tatnews.org/?p=81686 - Maha Songkran World Water Festival 2025 Ignites with Grand Parade in Bangkok
Thailand launched the Maha Songkran World Water Festival 2025 with a grand parade in Bangkok, celebrating the UNESCO-listed Thai New Year through cultural performances, interactive zones, and regional showcases at Sanam Luang. The five-day event highlights Thailand’s soft power, creativity, and festive spirit.
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Bangkok, 13 April 2025 – Thailand officially opened the Maha Songkran World Water Festival 2025 last night with a spectacular celebration in the heart of Bangkok. Hosted at Sanam Luang from 11–15 April, the festival is the centrepiece of the Amazing Thailand Grand Tourism & Sports Year 2025, with the Thailand Summer Festival campaign spotlighting Thai heritage, creativity, and cultural unity.
The day’s festivities began with the Maha Songkran Parade, held in the presence of the Prime Minister, Cabinet members, ambassadors, and members of the National Soft Power Strategy Committee. The parade marked the opening of UNESCO-listed Songkran, the traditional Thai New Year, followed by the official proceedings at Sanam Luang.
Prime Minister, H.E. Ms. Paetongtarn Shinawatra, officially opened the event, stating, “The Maha Songkran World Water Festival 2025 brings together soft power, technology, and creativity to deliver a memorable experience that boosts tourism, drives the economy, and showcases Thailand’s ability to host world-class events.”
Minister of Tourism and Sports, Mr. Sorawong Thienthong, added, “This festival reflects Thailand’s unique cultural identity and readiness to host large-scale events. It reinforces our global image and supports the government’s goal of positioning Thailand among the world’s top 10 festival destinations.”
The vibrant procession of eight elaborately themed floats, beginning at 17.30 Hrs., travelled from Democracy Monument along Ratchadamnoen Avenue to Sanam Luang, capturing the spirit and symbolism of Songkran through uniquely Thai storytelling.
Highlights included The River of Blessings, featuring the majestic Naga, a mythical serpent believed to bring prosperity through water, and Colours of the Seasons, which celebrated Thailand’s tropical fruits—most notably durian, the “king of fruit”—alongside floating markets as symbols of abundance. The Flavour of Siam paid tribute to UNESCO-listed Tomyum Kung, not only a national dish but also a reflection of Thai wisdom and harmony with nature. The Noble Elephant honoured Thailand’s revered elephants for their cultural and historical significance, while Betta Brilliance showcased the vibrant Thai fighting fish as a symbol of national pride and creativity.
The procession also featured Spirit of the Fairground, evoking the playful atmosphere of traditional temple fairs; Tuk-Tuk Beats, blending Thai pop culture with festive charm through the iconic tuk-tuk; and Songkran Through Young Eyes, presenting the festival from the perspective of children as both custodians and future creators of Thai cultural expression.
A second parade will circle Sanam Luang on 13 April, and all floats will remain on public display at the venue through 15 April.
From 15.00 to 23.00 Hrs. daily, Sanam Luang offers a fully immersive cultural experience featuring live entertainment, regional showcases, traditional rituals, and interactive zones that reflect Thailand’s diverse identity.
The Main Stage, active from 16.00 to 23.00 Hrs., hosts a nightly lineup of some of Thailand’s top artists, including Bodyslam, Carabao, Jeff Satur, Polycat, The Toys, 4EVE, Joey Boy, Zeal, Tilly Birds, Paper Planes, Ink Waruntorn, Musketeers, Lazyloxy, Paradox, Slapkiss, YourMood, Ja Nongpanee, Lamyai Haithongkham, and many more. Alongside contemporary concerts, audiences will enjoy classical and cultural performances such as full-scale khon masked drama, orchestral presentations, and vintage ballroom dancing inspired by the Suntharaporn band. Each evening concludes with a synchronised drone light show featuring 1,200 drones lighting up the Bangkok sky.
Complementing the large stage, A Smaller Performance area features traditional Thai cultural acts such as shadow puppetry, Nora dance, Hun Krabok puppetry, Pong Lang music, victory drums, and long drums, as well as contemporary performances.
The Regional Identity Zone, open daily from 15.00 to 22.00 Hrs., brings Thailand’s five regions to life through architecture, crafts, and immersive experiences. The North showcases Lanna-style architecture inspired by Wat Lok Moli, with glowing lanterns, traditional coffee brewing, and flag crafting. The Northeast features the grandeur of Phimai Historical Park and colourful Phi Ta Khon masks, alongside pottery and bead-stringing workshops. Central Thailand presents Ayutthaya-inspired prang towers from Wat Phutthaisawan, paired with bamboo weaving and kite-making under creative lighting. The East evokes a modern beach atmosphere with glowing LED jellyfish, coral reef decor, and upcycled crafts using ocean waste. The South celebrates coastal life with vibrant Nora beads, batik painting, traditional boats, and kite displays — all set within an illuminated seaside setting.
The “Thai Charms” Zone invites visitors to experience the “5 Must Do in Thailand”: Must Taste traditional Thai desserts, Must Try Muay Thai or Thai massage, Must Buy local favourites like elephant pants and herbal inhalers, Must See ancient boxing performances, and Must Seek traditional dress-up for souvenir photos.
Festivalgoers can step into a classic Thai Temple Fair, featuring a haunted house, open-air cinema, Ferris wheel, and sand pagoda building. Traditional New Year rituals include bathing Buddha images and water-pouring ceremonies to honour elders.
The Water Play Zone offers giant spill buckets, a water station for Songkran water play, musical fountain shows, and EDM sets by DJs such as JJetrin, Bubble Paint, Lazyprince, Leonie, Tong Apollo, B-Bass, and more.
Over 100 vendor booths offer regional dishes, crafts, and local products across Thailand. The event’s commitment to sustainability is reflected in the GCYOU-TURN initiative, which recycles plastic water bottles into reusable items on-site.
A Festival Web App provides real-time updates, maps, and Songkran event listings nationwide to support visitor convenience. Free shuttle services operate daily from Central Pinklao, and MRT Sanam Chai Station, running between 15.00–23.00 Hrs.
The Maha Songkran World Water Festival 2025 not only honours the UNESCO-listed Thai New Year but also reaffirms Thailand’s place as a leading cultural destination — where tradition, innovation, and festive joy come together — and invites the world to experience Thailand at its most joyful.
TAT projects that Songkran 2025 will generate over 26.5 billion Baht in tourism revenue during 12–16 April, marking an 8% increase year-on-year. This includes 476,000 international arrivals contributing over 7.32 billion Baht and more than 4.4 million domestic visits generating 19.24 billion Baht.
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13 April 13 2025Press Releaseshttps://www.tatnews.org/?p=81701 - Nominations Now Open for the Eastern Economic Corridor International Business Awards 2025
The British Chamber of Commerce Thailand announces the EEC International Business Awards 2025, recognising outstanding achievements in Thailand’s Eastern Seaboard. Open for nominations until 30 April, the programme celebrates innovation, sustainability, and leadership across 11 award categories for companies and individuals in Chachoengsao, Chon Buri, and Rayong.
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Bangkok, 11 April 2025 – The Eastern Economic Corridor International Business Awards (EECIBA) 2025 are officially open for nominations. This is your opportunity to shine a spotlight on the people and companies driving innovation, growth, and impact across Thailand’s Eastern Seaboard.
From outstanding entrepreneurs to visionary organisations, the EECIBA honours those setting the standard in business excellence across Chachoengsao, Chon Buri, and Rayong – the core of Thailand’s Eastern Economic Corridor (EEC).
The British Chamber of Commerce Thailand (BCCT) organises the awards in collaboration with the Industrial Estate Authority of Thailand, the Tourism Authority of Thailand, the Thailand Automotive Institute, and the Chambers of Commerce of Chon Buri, Rayong, and Chachoengsao.
This prestigious programme provides a platform to:
- Elevate to Excellence – seize global business opportunities
- Strengthen Credibility – enhance your corporate image
- Cultivate Confidence – attract strategic partnerships and investment
- Unlock Business Potential – expand regionally and globally
- Inspire Innovation – celebrate exceptional achievements
There are 11 award categories – 8 corporate and 3 individuals:
Corporate Awards
- Most Innovative Company
Groundbreaking products or services with clear execution, scalability, and measurable impact. - Outstanding SME (≤30 employees)
Recognises SMEs showing strong growth, employee satisfaction, market presence, innovation, and customer loyalty. - Outstanding Company / Manufacturer
Honours companies with financial strength, industry leadership, ethical practices, and long-term vision. - Environmental Sustainability
Focuses on carbon reduction, sustainable initiatives, and employee involvement in achieving net-zero goals. - Diversity, Equity & Inclusion
Celebrates inclusive workplaces with diverse representation, accessibility, and supportive cultures. - Community Impact
Acknowledges companies making meaningful, sustained contributions to community development and social responsibility. - Tourism Excellence
Rewards excellence in customer experience, financial performance, sustainability, and community engagement. - Outstanding Employer
Recognises organisations that prioritise employee wellbeing, growth, inclusivity, and workplace culture.
Individual Awards
- Exceptional Young Entrepreneur (under 30)
For young leaders demonstrating innovation, vision, and early-career success. - Lifetime Achievement
Honours long-term dedication, major contributions, and lasting impact in their field or community. - Women in Business
Celebrates women who lead with innovation, influence, mentorship, and resilience.
How to Nominate
Nominations are open now until 30 April 2025.
Submissions are welcome from companies and individuals of all nationalities. BCCT membership is not required.
To enter, submit a profile of no more than 500 words based on the criteria for your chosen category to majorevents@bccthai.com.
Self-nominations are encouraged with the following conditions:
- One corporate category nomination per company
- One individual category nomination per person
This is your chance to celebrate excellence and gain recognition among the region’s most influential business leaders.
Enquiries & Sponsorship
For further details or to sponsor an award category, please contact:
British Chamber of Commerce Thailand
18th Floor, Two Pacific Place
142 Sukhumvit Road, Khlong Toei, Bangkok 10110
Tel: +66 (0) 94463 6545 | +66 (0) 2651 5351
Email: amornrat@bccthai.comThe post Nominations Now Open for the Eastern Economic Corridor International Business Awards 2025 appeared first on TAT Newsroom.
11 April 11 2025Travel Industry Newshttps://www.tatnews.org/?p=81698 - TAT Showcases Thai Cultural Soft Power at Thai Fight Rome 2025
The Tourism Authority of Thailand (TAT) brought Thai cultural soft power to centre stage at Thai Fight Rome 2025, using Muay Thai to promote tourism and diplomacy.
The post TAT Showcases Thai Cultural Soft Power at Thai Fight Rome 2025 appeared first on TAT Newsroom.
Bangkok, 8 April 2025 – The Tourism Authority of Thailand (TAT), led by Governor Ms. Thapanee Kiatphaibool (centre), is advancing Thailand’s Soft Power strategy through Thai Fight Rome 2025. Supported by key partners, the event is part of the Amazing Thailand Grand Tourism and Sports Year 2025 campaign and also commemorated 157 years of Thai-Italian diplomatic relations.
Held under the “Grand Celebration & Must Try” pillar of this special year’s 5-Grand concept, the event aimed to spotlight Thai culture through sport, strengthen people-to-people ties, and reinforce Thailand’s presence on the global stage.
On 6 April 2025, Pala Tiziano in Rome hosted 10 Muay Thai bouts between Thai and Italian fighters, drawing a full-house crowd of over 2,500 spectators. In the main event, Thai legend Saenchai P.K. Saenchai Muay Thai Gym delivered a first-round knockout against German opponent Jessie-Bjorn Buckler.
The initiative is expected to boost Thailand’s visibility in the growing European market and attract more sports tourism. TAT aims to welcome 267,000 Italian visitors in 2025, generating an estimated 16 billion Baht in tourism revenue.
The post TAT Showcases Thai Cultural Soft Power at Thai Fight Rome 2025 appeared first on TAT Newsroom.
8 April 08 2025Photo Releaseshttps://www.tatnews.org/?p=81683 - Songkran Festival is When Family Comes First
Songkran isn't just water fights—it's a time when Thai families reunite, honor elders, reflect spiritually, and celebrate with joy, food, and acts of kindness.
The post Songkran Festival is When Family Comes First appeared first on TAT Newsroom.
Songkran, Thailand’s traditional New Year festival, is a time of renewal, joy, and deep cultural significance. While it is widely recognized for its vibrant water fights, the festival’s true essence lies in the values of family, respect, and spiritual reflection. Songkran is more than just a celebration for Thai families—it is a cherished occasion to strengthen bonds, honor traditions, and welcome a fresh start.
A Time for Family Reunions
Songkran serves as an opportunity for family members who live far apart to reunite. The joy of these reunions is palpable as many travel back to their hometowns to celebrate with parents, grandparents, and extended family. These heartwarming gatherings foster a sense of belonging and togetherness, reinforcing the importance of family ties in Thai culture and bringing a warm sense of joy to all involved.
Paying Respect to Elders
One of the most meaningful traditions during Songkran is Rot Nam Dam Hua, a respectful water-pouring ceremony. This ceremony, steeped in tradition, is a powerful symbol of gratitude and respect. Younger family members pour scented water over the hands of their elders, expressing their deep respect. In return, they receive heartfelt blessings for health, happiness, and prosperity in the coming year. This reverence strengthens intergenerational connections and teaches younger generations the importance of respecting their elders.
Making Merit and Spiritual Reflection
Songkran is also a time for Buddhist merit-making. Families visit temples together to give alms to monks, participate in prayers, and make offerings. A significant ritual includes gently bathing Buddha statues with fragrant water, symbolizing purification and washing away bad luck. These spiritual practices encourage reflection, gratitude, and a renewed sense of purpose for the new year.
Joyful Celebrations and Bonding
While Songkran’s religious and cultural traditions are deeply rooted, the festival is also a time for lighthearted fun. The water fights, for instance, are not just a symbolic way to cleanse away misfortunes and welcome new beginnings, but also a source of excitement and anticipation. Families engage in playful water splashing, not just for the thrill but to symbolize the washing away of the past year’s troubles and to start the new year with a clean slate. Traditional games, dance, and music in many households add to the festive atmosphere, bringing generations together in laughter and joy.
Sharing Special Meals
Food plays a significant role in Songkran celebrations. Families prepare and enjoy unique Thai dishes such as Khao Chae (rice soaked in fragrant water) to help beat the summer heat. These meals, shared with love and hospitality, are not just a comforting and delicious way to strengthen familial bonds, but also a source of joy and love that fills the heart.
Acts of Kindness and Giving
Songkran also emphasizes compassion and generosity. Many families take this opportunity to engage in charitable acts, such as donating to the less fortunate or releasing birds and fish as a symbol of kindness. These selfless gestures embody the festival’s spirit of renewal and goodwill.
The Songkran Festival is not a time only for Thai families but for any family from any part of the world. It is a universal tradition that reinforces the family unit and fosters the love that every family member has for one another. Songkran offers plenty of opportunities for people of all ages to bond over activities that take on special significance every April. Let’s dive into some of them:Located in the Khao Phra Wihan National Park, Pha Mo I Daeng is a viewpoint offering panoramic vistas of the surrounding forests and cliffs. At dawn, the sea of mist covering the landscape is a sight to behold, adding a touch of magic to the area’s natural beauty.
1. Water Fights and Splash Zones
Bangkok: Head to Khao San Road and Silom Road for thrilling water battles. Equip yourself with water guns, buckets, and hose pipes. Remember, the wetter, the better! Chiang Mai: Join the massive water fight at the moat surrounding the Old City. It’s an iconic spot where locals and tourists drench each other in good fun.
2. Cultural Shows and Parades
Chiang Mai Flower Festival: Witness vibrant parades showcasing beautifully decorated floats, traditional dance performances, and cultural shows. These parades are not just a visual spectacle but also serve as a platform to showcase Thailand’s rich cultural heritage. Ayutthaya Elephant Parade: Enjoy a unique parade with elephants spraying water on the crowds. It’s a delight for kids and adults alike!
3. Family-Friendly Activities
Cooking Classes: Take part in family cooking classes to learn how to make traditional Thai dishes. These classes are not just about learning to cook but also provide a unique opportunity to bond with your family and savor local flavors. Art and Craft Workshops: Join workshops that offer traditional Thai arts and crafts. Kids can make paper lanterns, paint, and create floral garlands. These workshops are designed to engage children and adults alike in the cultural aspects of the festival.
4. Floating Markets and Food Festivals
Amphawa Floating Market: Take a boat ride through the floating market, shop for souvenirs, and relish delicious street food. Street Food Stalls: Explore local street food stalls offering a variety of Thai delicacies. Don’t miss trying the mouth-watering mango sticky rice and refreshing coconut ice cream.
5. Adventure and Nature Activities
River Rafting: Head to Chiang Mai or Pai rivers for an adventurous rafting experience. It’s a thrilling way to enjoy nature and the festival. National Parks: Visit nearby national parks for hiking, birdwatching, and enjoying the serene landscapes. Khao Yai and Doi Inthanon are popular options.
6. Songkran Festivals at Theme Parks
Columbia Pictures Aquaverse: Enjoy the Songkran festivities within the expansive water park, which features thrilling rides and substantial freshwater pools. Dream World Bangkok: Participate in special Songkran events at the theme park, which is filled with rides, shows, and water attractions for family fun.
So, gear up with water gear, plan your itinerary, and immerse your family in the joyous and exhilarating experiences of the Songkran Festival in Thailand. It’s a celebration that promises unforgettable memories and smiles all around!
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 2025Travel Featureshttps://www.tatnews.org/?p=81663
