BANGKOK, Thailand: Thailand is targeting 500,000 international arrivals and more than 30 billion baht (RM3.70 billion) in tourism revenue during the Songkran Festival 2026, with authorities remaining cautiously optimistic despite the global energy crisis.
The festival will feature nationwide celebrations organised by the Tourism Authority of Thailand (TAT), with domestic travel expected to reach 5.96 million trips during the period.
TAT Deputy Governor for Tourism Products and Business, Nat Kruthasoot, said flagship events, including the Maha Songkran World Water Festival 2026 (April 11 to 15) and the Saneh Art by Songkran Festival 2026 (April 11 to 30), are expected to generate 30.35 billion baht (RM3.75 billion) in revenue.
He said the events enhance Songkran’s global standing, building on its recognition as a UNESCO cultural heritage event.
“These celebrations embody TAT’s ‘Value over Volume’ strategy, 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 enhancing Songkran’s global appeal while positioning Thailand as a year-round destination for meaningful, experience-led travel under the ‘Healing is the New Luxury’ concept,” he said after launching the events at Benchakitti Park on Tuesday.
Nat said TAT is promoting Songkran activities nationwide, offering diverse Thai New Year experiences rooted in local identity.
Key celebrations will be held across northern provinces including Chiang Rai, Tak, Uttaradit, Nan, Phrae, Sukhothai, Chiang Mai and Lamphun, as well as in central Thailand where Bangkok and Ayutthaya will host major events.
Festivities will also take place in the East and Northeast, including Samut Prakan, Chon Buri, Udon Thani, Khon Kaen and Nakhon Ratchasima, while southern celebrations will be centred in Surat Thani (Ko Samui) and Phuket.
Songkran, the traditional Thai New Year observed from April 13 to 15, is marked by family reunions, paying respects to elders and the cleansing of Buddha images.
The UNESCO-recognised festival is a highlight of Thailand’s tourism calendar, attracting visitors from around the world with its vibrant water celebrations and rich cultural heritage. – By Kenny Teng/BERNAMA
