The strategic framework, built on the “Amazing Five Economies,” targets 11% growth in tourism revenue to reach THB3.3 trillion. 

The initiative will commence with the launch of a new tourism advertising clip starring Lalisa “Lisa” Manobal, in her role as the Amazing Thailand Ambassador, premiering on 28 January 2026 to inspire travel to Thailand throughout the year.

Amid ongoing challenges, the Governor of the Tourism Authority of Thailand, Governor Thapanee Kiatphaibool, said: “No matter how challenging the situation may be, there is only one answer — we must move forward. Every development and every step taken by the tourism industry is a vital lifeline that helps sustain the economy.”

TAT has set a 11% tourism revenue growth target, aiming to increase revenue from THB2.7 trillion in 2025 to THB3 trillion. Of this, THB2 trillion will be generated in international markets, with long-haul contributing 45% and short-haul 55%, while the domestic market is targeted to deliver THB1 trillion. International arrivals are projected to rise 11%, from 32.97 million to 36.7 million.

Boosting tourism revenues will focus on the “Amazing Five Economies”. 

Life Economy centres on wellbeing and holistic health, positioning Thailand as a premier health and wellness destination through the ‘Healing is the New Luxury’ campaign.

The Sub-Culture Economy targets high-potential niche segments, including yacht tourism, sports, private jet travel, spiritual travel (Mu-Te-Lu), and fandom communities.

The Night Economy focuses on creative nightlife tourism across major cities and secondary destinations.

The Circular Economy promotes efficient, measurable resource use through the principles of Reduce, Reuse, and Recycle, with benefits returning to local communities.

The Platform Economy enhances digital tourism through e-commerce and payment platforms to deliver seamless travel experiences.

Pivoting to an airline focus

To sustain Thailand’s tourism competitiveness, the TAT Governor said an “Airline Focus” approach is being prioritised to stimulate demand by encouraging airlines to expand capacity, launch new routes, and connect travellers to emerging destinations across Thailand.

In 2025, long-haul markets showed strong momentum, supported by 32,166 long-haul flights (+13.46% year-on-year) and a total seat capacity of 10,231,561 (+11.95%). 

Long-haul arrivals reached a new high of 10,831,497, including 8,250,165 from Europe (+12.42%), 1,578,041 from the Americas (+6.84%), 806,307 from the Middle East (+17.96%), and 196,984 from Africa (+17.96%).

Targets in 2026

Looking ahead, the long-haul market is targeted to reach 11,666,000 arrivals (+7.4%), generating THB742,420 million in tourism receipts (+8.38%). To achieve this, initiatives will be implemented under the “NIYOM” strategic direction, reinforcing Thailand’s appeal through New Experiences, Inclusive Hospitality, Year-Round Destination positioning, Originality and Authenticity, and Meaningful Travel. 

Within this framework, spearhead markets include core high-value markets, strategic growth markets, and rising and emerging markets.

Meanwhile, Asia’s short-haul markets totalled 22,142,824 arrivals in 2025, down from 25,820,618 in the previous year. Despite the overall decline, positive signals remain in several key markets, including India, Japan, Australia, Myanmar, and the Philippines. Tourism receipts from short-haul markets reached THB851,584 million, down 15.7% year-on-year.

In response, TAT is adapting to emerging challenges by refining its market direction. The focus is on expanding niche and high-value segments, retaining core markets while developing new segments and destinations, refreshing Thailand’s image toward quality and sustainability, and strengthening collaboration across the tourism value chain.

Under a market-by-market approach, TAT is prioritising core markets that generate significant revenue, including China, with a stronger focus on secondary cities; Malaysia, promoting land connectivity alongside air routes; and India, targeting millennials while expanding flight capacity. Meanwhile, in medium- to smaller-sized markets with strong growth potential, strategies include Australia, with an emphasis on sustainability positioning; the Philippines, aimed at sustaining growth momentum; and Taiwan, focusing on safety confidence and secondary cities.

Alongside its focus on overseas markets, the domestic market remains a key pillar. In 2025, the domestic market recorded 202 million trips, up 2.7% year on year. Building on this momentum, efforts focus on advancing the core domestic tourism campaign, designed to deliver a sense of happiness from the moment travellers set foot in Thailand. One of the core approaches centres on holistic travel, promoting experiences that enhance both physical and mental wellbeing and going beyond traditional wellness tourism by offering integrated, rejuvenating journeys while encouraging spending on high-value tourism products. Looking ahead to 2026, the target is set at 210 million domestic trips, with tourism revenue projected at THB1 trillion.

On 28 January, TAT will launch a tourism advertising clip themed “Feel All The Feelings”, featuring Thai global pop icon Lisa Manobal and showcasing destinations alongside the emotional and experiential side of travel.

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From walking among ancient forests to floating beneath a starlit sky, New Zealand’s natural wonders offer travellers a chance to restore both body and mind.

Maruia River Retreat

For travellers seeking a deeper reset, retreats across the country promise transformative escapes. Nestled within 500 acres of untouched wilderness on New Zealand’s South Island, Maruia River Retreat offers an intimate sanctuary where guests can recharge in complete seclusion. Meanwhile, Aro Ha offers award-winning multi-day programs that combine yoga, meditation, mindful hiking, and plant-based cuisine for a comprehensive mental and physical reset.

For those drawn to the night sky, Lake Tekapo in the South Island offers a chance to find stillness through stargazing. At Tekapo Stargazing, guests float in warm hot pools beneath the world’s largest dark sky reserve. As the Milky Way unfolds above, the experience seamlessly blends science, mindfulness, and relaxation in one of the most pristine nightscapes on Earth.

Tekapo Springs at night and stargazing from Pukaki hot pool

One of the most soothing experiences is forest bathing—a mindful practice of slowing down and immersing oneself in nature. On Waiheke Island, just a short ferry ride from Auckland, Terra and Tide lead guided forest therapy walks that encourage travellers to reconnect with the rhythms of the natural world. In the far north, Māori guides from Footprints Waipoua invite visitors on a twilight journey through Waipoua Forest, where towering kauri trees stand as guardians of the land. Here, storytelling and starlight combine to create a profound sense of calm and connection.

Footprints Waipoua

Wellness in New Zealand also flows from the ground itself. In Rotorua, the Wai Ariki Hot Springs & Spa celebrates centuries-old Māori healing traditions through a multi-sensory geothermal journey. Meanwhile, Maruia Hot Springs, set against an alpine backdrop, has introduced Thermal Tranquillity Rooms, where private mineral-rich baths open out to panoramic mountain views.

Wai Ariki Hot Springs & Spa

New Zealand is shining a light on the importance of wellbeing and the healing power of nature. Whether for a mindful escape this October or a rejuvenating getaway any time of the year, New Zealand invites Thai travellers to slow down, soak in nature, and let everyday worries fade. Every moment leaves the body refreshed, the mind clear, and the spirit revived—a complete, 100% recharge.

Known for its natural beauty and reassuring sense of safety, New Zealand is a must-visit destination for Thai holidaymakers. The journey takes around 12 hours, with both direct flights and convenient stopover options available. Upon arrival, travellers are greeted by a country that’s easy to explore, offering a seamless experience that flows from vibrant cities to breathtaking natural landscapes, promising unforgettable memories at every turn.
For more information, visit: New Zealand

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A Boat That Floats on Story and Spirit

Gliding elegantly along the Mae Ping River, cradled in the sounds of live traditional music, the Dibba Yana Chitta—or “Heavenly Boat” — is one of northern Thailand’s most spectacular vessels. Designed by Ajarn Chalermchai Kositpipat, famed for Chiang Rai’s White Temple, the boat’s figurehead is hand-carved into a mythical creature representing the passage of humans along the river to heaven—an expression of the artist’s lifelong devotion to preserving Thai identity through visual storytelling. With just 18 seats, this exclusive cruise blends sacred artistry with fine Thai dining. Each season, a new tasting menu is curated by leading Michelin-starred chefs, beginning with Chef Piyachart “Boy” Phudtawong of Saneh Jaan. Operated by Anantara Chiang Mai Resort, the experience is an immersion in culture — a passage through Chiang Mai’s artistic, spiritual, and culinary heritage.

The Wisdom of Trees: Chiang Mai’s Natural Archive

Spanning 12 lush acres in Chiang Mai’s San Phi Suea Subdistrict, Changthong Heritage Park is more than a garden—it’s a living archive of Thailand’s rare and historic green heritage. Visitors explore serene waterfalls, shaded woodlands, and a pioneering landscape that blends moss-filled paths with sustainable design, where century-old trees continue to thrive. The park is the vision of Boonrak Thanacharoenroj, a leading landscape designer with over 30 years of experience in transplanting and curating Thailand’s grandest trees. Under his stewardship, the park has become a sanctuary for more than 400 rare plant species — many native to Northern Thailand.

Changthong Heritage Park invites families, students, and nature enthusiasts alike to engage with Thailand’s botanical heritage — rooted in history and growing toward a sustainable future.

Ban Kang Wat: A Sanctuary for Handmade Stories

Nestled against the slopes of Doi Suthep near Chiang Mai, Ban Kang Wat is a lively artist village where every doorway reveals a craft in motion. Artists display their work in colourful showrooms and craft markets, while workshops invite visitors to explore ceramics, accessories and jewellery, watercolour, woodcut printing, papermâché, and more. Within a vibrant space, Note A Book invites guests to try their hand at journal-making, with local bookmakers guiding them through choosing cover materials, hand-binding pages, stitching patterns, and adding personal touches like hand-lettered titles.

A gentle reminder from the workshop: “When you read, you’re reading the writer’s heart—but when you write, you’re reading your own.”

Wisdom and Wellness Experience

Located in the Tai Khern community of San Kamphaeng District, Sahrey Chanta offers visitors a meaningful connection to nature and Northern Thailand’s cultural heritage. Guests can enjoy the healing power of food with a variety of nourishing dishes, cold-pressed juices, kombucha, and organic teas—including locally grown Assam tea and fragrant rose tea. The space also offers workshops and sessions as part of the experience, such as flower tea blending, yoga, and therapeutic massages. On-site shops offer a curated selection of spa and organic wellness products.

A homestay programme invites deeper engagement with the local community, offering a slower, more reflective pace of life. Sahrey Chanta was founded by Chiang Mai natives and siblings, Jumpol and Anchan Chaiwong, who were inspired to give back to and nurture their hometown.

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China: Collaborating to Regain Momentum

Wanwisa Kritsanaphan, Regional Director of DidaTravel Technology (Thailand) Co., Ltd., said Chinese travellers make up about 80% of its business. Since late April, the market has softened due to various external factors. Instead of waiting, her team is targeting other markets like the Middle East to fill the gap.

Looking to Q3, a gradual rebound is expected during the summer holidays, with campaigns planned to support this. She also emphasised the need for stronger coordination between TAT and travel agents, noting that agents are sometimes excluded from the process.

“Some of the recent activities launched by TAT have been useful. But if we can align efforts with agents and work together more closely, we can stimulate the market more successfully.

Thailand, she added, continues to attract all segments—from middle-class travellers to the high-value market—offering quality services and diverse experiences to meet their expectations. The key now is to restore travellers’ confidence in returning.

France: Quality, Longevity, and All-Inclusive Appeal

Kanita Rattanaburee, Director of Commercial, CEL Tours Thailand, Co. Ltd., shared that French travellers typically stay 7 to 14 nights in Thailand, favouring 4-star and above properties, often booking half-board, full-board, or all-inclusive packages. Key destinations include Phuket, Khao Lak, Krabi, and Samui.

“TTM+ highlights hotels that cater to agents’ needs in the French market. The key challenge, however, is persuading these hotels to reconsider their pricing strategy because competitive rates are essential. Unlike room-and-breakfast guests who rarely linger, this segment spends more time in-house—enjoying meals and hotel facilities—providing ample opportunity to boost revenue across F&B and other on-site services. This makes the French market a high-potential source for hotels.”

She noted that the market is resilient and has a long booking window, as bookings are already coming in for the next low season. With Air France launching three weekly Paris–Phuket flights in November, the market holds strong potential for Thailand.

India: Expanding Thailand’s Reach Beyond the Big Three

Sumit Kumar, Director of TravelGen at MMN Advisory Private Limited, shared that Thailand continues to enjoy strong brand recognition among Indian travellers, with Phuket, Pattaya, and Bangkok dominating most itineraries. However, awareness of destinations beyond these popular hubs remains limited.

“Young travellers, families with kids, and conference groups make up the bulk of outbound travel from India, and there’s a clear appetite for new experiences,” he said. “The challenge is that most DMCs tend to promote only the well-known destinations. But Thailand has so much more to offer beyond these. Our clients rely on us for something different—that’s why I’m here at TTM.”

However, he added that lesser-known destinations must also offer clear logistics and suitable venue support—especially for MICE travellers, as accessibility and infrastructure remain key for activity planning.

Indonesia: Beyond Pratunam—Exploring What’s Next

Salilla Promkhot, Assistant General Manager at MG Bedbank, shared that Indonesia is a key source market, with many middle-class and FIT travellers visiting Thailand—mostly to Bangkok for shopping, thanks to convenient air access and a wide range of options. Pratunam remains a favourite area, especially for short stays, while longer trips sometimes include other areas, such as the riverside.

She noted a gradual shift in travel patterns, driven by social media, with more Indonesian travellers seeking different experiences, such as café hopping and discovering new dining spots. Pattaya is also emerging as a potential destination.

Salilla emphasised the need for industry collaboration: “The competition in this market is intense. Travellers span a wide range of spending levels, and with the current economic challenges, budget constraints have become a key consideration. That’s why we’re looking to partner with hotels and explore the kinds of promotions or special offers that can attract customers.”

The post Selling Thailand: Insights from buyers at TTM+ appeared first on TTR Weekly.

Fliggy Area General Manager – Southeast Asia, Jason Lu, made the observations to TTRW on current booking trends on the sidelines of the Thailand Travel Mart+ (TTM+) 2025, held in Chiang Mai from 4 to 6 June 2025.

He noted that while destinations such as Japan, Malaysia, Vietnam, Singapore, and South Korea are showing strong growth in the region, at 30 to 40% year-on-year, Thailand has experienced a noticeable decline in demand over the same period.

“IP views, which indicate travel interest, have dropped for Thailand by about 2.6%. In contrast, Japan tripled its numbers in the same period,” the executive explained. “Fewer people are searching, and that translates into fewer bookings.”

Rising hotel costs have played a significant role. Compared to 2019, hotel prices in Thailand have increased by at least 30%. Lu cited his company’s corporate outings as an example, noting that some four-star resorts in Phuket were quoting net prices of THB6,500 to THB7,000. This level becomes difficult to justify for group travel. 

He noted that the company employs around 240,000 staff, and Thailand had long been a popular choice for team-building trips.

By contrast, similar destinations such as Danang in Vietnam and Kota Kinabalu in Malaysia were offering nearly 60% lower rates for comparable experiences, making them increasingly attractive for corporate travel and drawing attention and budgets away from the Kingdom.

However, the outlook isn’t all bleak. Lu believes the market will self-correct, with hotel prices likely to decrease later this year — especially if July and August, typically the high season months, remain soft. 

“Travel isn’t a once-in-a-lifetime thing — it happens every year,” he noted. 

Despite the downturn, Fliggy continues to promote Thailand as part of its broader 618 mid-year campaign. 

“Last year, during this period, we focused solely on promoting Thailand because demand was strong. However, this year, we need to diversify by including other destinations like Malaysia and Singapore to maintain traffic and engagement.” the executive said.

Fliggy, unlike traditional online travel agencies (OTAs), benefits from Alibaba’s integrated ecosystem, which is fundamentally a shopping platform that is demand-driven by price-conscious consumer habits shaped by years of online shopping behaviour.

“In the end, our users want value for money. And when the price is right, they’ll come back,” the Figgy executive concluded.

Fliggy feedback

Thursday, 12 June 2025: Fliggy responded with additional clarification post-TTM

“Fliggy’s data shows that Thailand has consistently been ranked among the most popular outbound destinations for Chinese tourists.
“During the recent Dragon Boat Festival holiday (31 May to 2 June 2025), Thailand was one of the top five most sought-after international travel destinations.
“Over the past week, Thailand hotel bookings have achieved double-digit year-on-year growth, building on last year’s strong performance. Signature Thai experiences like snorkelling, surfing, bamboo rafting, and jungle trekking remain particularly popular with Chinese travellers.
“In November 2023, Fliggy deepened its partnership with the Tourism Authority of Thailand (TAT) to expand joint efforts across multiple areas, including innovative marketing, the development of emerging Thai destinations, the creation of an online service hub for Chinese tourists, and professional talent development.
“The decline in demand and interest, as reflected in IP views, was subject to a number of parameters and should not considered a reliable indicator of travel demand.
“Fliggy does not publicly disclose specific data on demand trends or IP viewership in Asian markets.”

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The decline has been attributed to safety concerns related to call centre scams amid increasing competition from other destinations.

According to TAT, despite the decrease, China remains Thailand’s top source market, with 1.95 million arrivals recorded from 1 January to 31 May 2025 — a 32.71% drop compared to the same period last year.

Speaking to international media, including those from China, during the Thailand Travel Mart Plus (TTM+) held in Chiang Mai from 4 to 6 June, TAT highlighted the strong presence of international buyers from China. 

Of the 406 international buyers from 53 countries, 33.25% represented the East Asia market, with China topping the list with 97 buyers from both primary and secondary cities — demonstrating a strong commitment to promoting  Thailand to the Chinese outbound travel market.

TAT Governor Thapanee Kiatphaibool emphasised that the Thai government prioritises safety and security, working closely with the Tourist Police and tourism stakeholders to restore confidence among Chinese travellers.

“It is essential to cultivate a renewed perception grounded in experiences that are tangible and meaningful to tourists. Among efforts to enhance travellers’ confidence, we are working with the Thai Hotels Association to address four key priorities to enhance safety for tourists: CCTV coverage for improved security, communication in Chinese and English, transportation infrastructure to ensure access via public transport and taxis, and an efficient payment system to accommodate the cashless preferences of Chinese travellers. These priorities mustn’t be just promises, but they must be seen and felt by travellers.” 

According to the TAT governor, in addition to the existing Amazing Thailand Safety and Health Administration (SHA) certification — which assures hygiene and sanitation standards in line with COVID-19 protocols — TAT and the Thai Hotels Association are considering incorporating these safety enhancements into the existing SHA and Trusted qualification framework, offering hotels a stronger platform to market themselves as safe and reliable to travellers.

Earlier in May, TAT launched “Sawasdee Nihao,” a series of events commemorating 50 years of Thai–Chinese diplomatic relations. The initiative serves as a strategic platform to reposition Thailand’s image in the Chinese market through a push-pull strategy, combining business matching, policy forums, and media engagement. Key activities include a mega FAM trip, celebrity marketing, and safety tools such as the “Nihao Alert” app. Continuing these efforts through TTM+, TAT has maintained its target of welcoming 6.9 million Chinese tourists by the end of 2025.

This year, TAT is using TTM+ as a platform to present Chiang Mai from a fresh perspective, promoting lesser-known experiences. Highlights include the “Wisdom and Wellness Experience” showcase, which celebrates Lanna heritage through award-winning spa therapies, herbal treatments, wellness cuisine, and hands-on workshops. Activities such as Thai scent-making, mindful crafts, and traditional music therapy reflect the essence of Thai soft power.

Nine pre-tour routes were curated to showcase Chiang Mai through activities such as community-based tourism, gastronomy, spa and wellness, and golf. 

Additionally, six post-tour routes offer travel options to destinations in Lampang, Phrae, and Nan provinces, as well as destinations around the country, including Khon Kaen, Rayong, Chantaburi, Prachuap Khiri Khan and Phetchaburi, and Surat Thani. Each route highlights Thailand’s local identity and soft power while integrating sustainable tourism practices. The carbon footprint of each itinerary is being calculated to support environmentally responsible travel.

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The festival is a vital calendar event for those of Chinese ancestry but also appeals to a broader audience interested in adopting a healthy vegetarian diet. 

For those not engaged in spiritual rituals, the festival offers a chance to enjoy traditional and fusion vegetarian dishes. Additionally, it promotes sustainability by reducing the environmental impact of livestock farming, boosting demand for locally sourced ingredients, and fostering community engagement.

The festival is an annual tradition introduced by Chinese immigrants and is now one of Thailand’s most popular festivals. One legend goes back 400 years to China during the Manchu invasion, where followers dressed in white and abstained from meat to strengthen their resolve to resist the Manchus. Another legend connects the festival to the Taoist worship of the Nine Emperor Gods, observed from the first to the ninth day of the waxing moon in the ninth lunar month. During this time, participants avoid meat to purify both body and mind.

Today, the festival is celebrated in Thai Chinese communities across various provinces, with notable festivities in Bangkok’s Yaowarat  (Chinatown) and Phuket Island. Other provinces, such as Nakhon Sawan, Ranong, Songkhla, Chumphon, Narathiwat, and Phang Nga, also hold ceremonies at different shrines. This year, the festival will convene daily from 2 or 3 October to 11 October, depending on the venue.

Bangkok Vegetarian Festival: A Celebration of Community and Vegetarian Cuisine in Yaowarat.

In Bangkok, this year’s Vegetarian Festival at Yaowarat in Samphanthawong district will be held for 10 days, from 2 to 11 October, in honour of His Majesty King Maha Vajiralongkorn Phra Vajiraklaochaoyuhua on the occasion of His Majesty’s sixth-cycle, or 72nd, birthday anniversary. The festival is a community-driven event that promotes health, mental strength, and family bonding, aligning with the city’s policy of fostering community activities and preserving cultural traditions for future generations.

Highlights of the event include processions to summon deities, an official opening ceremony on 3 October featuring the distribution of 1,110 dishes of auspicious fried noodles prepared by the Yaowarat Master Chefs, and a parade showcasing vibrant lion and dragon dances. Attendees can also enjoy a diverse array of delectable vegetarian dishes from over 100 vendors.

Exploring Cultural Richness and Rituals at the Phuket Vegetarian Festival

The Phuket Vegetarian Festival will convene from 3 to 11 October at various districts throughout the island. Known as ‘Jia Chai,’ this festival was recognised by the Ministry of Culture as an Intangible Cultural Heritage in 2018, classified under Social Practice, Ritual, Tradition, and Festival of Intangible Cultural Heritage.

The festival sees more than 40 shrines hosting traditional rituals, including the Kathu Shrine, Jui Tui Shrine, Bang Niew Shrine, Tha Ruea Shrine, and Sapam Shrine. Beyond observing a vegetarian diet to purify the body and mind, festival highlights include street processions to summon deities, ceremonial bridge-crossing, fire-walking rituals, and farewell ceremonies. With around 40,000 participants, the performance of these sacred rituals showcases Phuket’s cultural heritage and local identity, bringing the festival into the global spotlight.

Those travelling to Phuket during the festival can savour various vegetarian dishes, from famous street food vendors to Michelin-starred establishments. Vegetarian versions of Phuket’s local dishes, such as Loba Jeh, Hokkien Mee, Oh Tao Jeh, Mee Hoon Gaeng Pu Jeh, and Pad Sataw Jeh, are among the must-try dishes.

Connecting Tradition and Sustainability

Thailand’s Vegetarian Festival goes beyond a religious observance to purify the body and mind. Participating in the festival also connects with sustainability in several ways. During the nine-day event, participants adopt plant-based meals, reducing meat consumption and the environmental impact of livestock farming. The festival boosts demand for locally sourced produce, supporting farmers and lowering the carbon footprint from long-distance transport. It also preserves traditional practices passed down through generations while fostering a strong sense of community. Additionally, waste management is a focus, with the Phuket Vegetarian Festival recycling organic and plastic waste. Lanterns, flags, and decorations are reused, and participants reduce single-use plastics and embrace eco-friendly practices.

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Once a vital link to steamship piers and a hub for distributing goods, Song Wat Street played a pivotal role in international trade, handling diverse products from seeds and flours to herbs, soaps, seafood, and even gemstones. This rich commercial history fostered the growth of numerous corporations and firms. The street is home to the historic “Chia Tai” seed shop, today’s Charoen Pokphand Group.

Two decades ago, as the city expanded, a ban on 10-wheeler trucks was implemented in the city centre. Song Wat Street underwent a significant transformation. As businesses struggled with distribution, some adapted while others left, leaving behind empty shophouses. This shift turned the street into a wholesale district for plastics and toys.

Song Wat gained renewed attention around 2016 when it became a canvas for international street artists. A mural featuring two colossal elephants in a playful pose on a building, one of the art exhibition’s highlights, has become a familiar symbol of the street. The infusion of art into the once-forgotten neighbourhood’s fabric has begun to transform Song Wat, attracting those with an interest in arts and lifestyle. New businesses, including cafes, art galleries, and hostels, have emerged, contributing to Song Wat’s evolution into the vibrant place it is today.

Kiattiwat Srichanwanpen, founder of the art gallery PLAY Arthouse and a lifelong resident of Song Wat, has witnessed the neighbourhood’s evolution through three distinct phases. He succinctly captures Song Wat’s essence in three words: “Old Meets New.” A testament to this spirit, Kiattiwat and his wife, Patcharin, transformed his father’s former shoe warehouse into an art gallery. Now one of the icons of Song Wat’s transformation, the gallery’s striking blue exterior is a familiar sight on the street. 

“Song Wat has a magnetic pull for the passionate. It’s as if the street invites those genuinely wanting to share their art, craft, or heritage. Drawing on the neighbourhood’s unique energy, these individuals integrate their passions into its expression. PLAY arthouse, founded a few years back, is among examples, born from a vision to showcase art and provide a creative space for all.”

In the post-COVID-19 era, Kiattiwat partnered with young entrepreneurs to form ‘Made in Song Wat’. Together, they organized a small arts and crafts event to revitalize the area. Their efforts successfully drew visitors’ attention. The group also collaborated on creating a guidebook and social media campaign to introduce the area as a destination. By working closely with long-time residents and shop owners and drawing on his deep understanding of the neighbourhood as a resident himself, they established a model for community-driven destinations.

Today, Song Wat is a living canvas where people and time have painted their strokes. The street illustrates its ability to evoke a sense of nostalgia while embracing the future. Beyond the trendy cafés, art galleries, and hostels housed within historic buildings, visitors will discover the legacy of the area’s bustling commercial past. This includes wholesale shops, toy stores, warehouses, second-hand auto parts businesses, known as Xiang Gong, and wood barrels. Even century-old Chinese bun recipes and noodle shops continue to delight. Exploring the surrounding neighbourhoods, one can encounter businesses that have weathered the test of time, dating back to the era of maritime hemp rope and gemstones.

Architecture enthusiasts will find intricate details in century-old shophouses, including woodwork, stucco decoration, and stained glass. Even the aromas tell a story: in one corner, the scent of freshly brewed speciality coffee mingles with the fragrant spices of a neighbouring, old-time Chinese herbal shop.

When asked about Song Wat’s future, Kiattiwat, both an entrepreneur and resident, shared: “I envision Song Wat sustaining its momentum independently, orchestrated and driven by its most valuable resources: its heritage and its people, shaping Song Wat into a destination with its own unique character.”

Exploring Song Wat and its Surroundings: 

Preserving the past: Heritage businesses in Song Wat and its neighbouring area keep traditions alive.

The original home of the Charoen Pokphand Group offers a glimpse into the company’s beginnings.

A unique fusion of old and new: FV Cafe combines contemporary art with a traditional wooden house from Mukdahan, nestled in a renovated building in Song Wat.

The post Song Wat: A Canvas of Time appeared first on TTR Weekly.

That’s the new story the Tourism Authority of Thailand (TAT) is headlining. After successfully promoting Thailand, the agency now emphasises tourism’s positive contributions to society and the economy while recognising the tourism industry’s need to balance economic growth with environmental preservation and take on board community considerations.

Last week, from 15 to 18 August, the Tourism Authority of Thailand (TAT) tested its strategy by collaborating with The Cloud to organise the Amazing Green Fest 2024. It supported partners who practice socially and environmentally responsible tourism while sourcing business opportunities. 

The event, which attracted over 200 vendors, inspired and invigorated Thailand’s sustainable tourism movement. They featured six dynamic zones: Green Tourism, Green Business, Green Learning, Green Food, Green Playground, and The Cloud Sharing Space.

TAT said the event marked two new milestones in its sustainable tourism story. First, TAT embossed a heart-shaped leaf on the Amazing Thailand logo, signifying its strong commitment to the sustainability triangle, focusing on society, economy, culture, and environment. Second, the Amazing Green Festival was declared TAT’s first ‘Carbon Neutral Event’ accredited by the Thailand Greenhouse Gas Management Organization (TGO).

TAT Governor Thapanee Kiatphaibool said: “Sustainability is the cornerstone of a thriving tourism industry and the key to Thailand’s future. “We need to become less reliant on the number of tourists and prioritise more on quality tourists with high purchasing power, long-stay preferences, and environmental responsibility. Additionally, we need to shape supplies, elevate sustainability standards, and promote Hidden Gems destinations to better balance the distribution of tourism income across the length and breadth of the country.”

At the event, TAT showcased its commitment to sustainable tourism through 12 initiatives highlighting eco-friendly destinations, accommodations, and local lifestyles. The agency is now intensifying its efforts to advocate for responsible tourism while maintaining Thailand’s position as a premier destination. Cultivating a consumer base that understands sustainable practices is crucial, as consumer choices significantly impact the industry’s Sustainability.

TAT Deputy Governor for Policy and Planning Numfhon Boonyawat commented: “Tourism should serve as a narrative. TAT has excelled in introducing Thailand to the global stage. Now, it must adapt and become a marketing organisation that can showcase the positive impacts of tourism on society, particularly in fostering a knowledge-based society.

“The tourism industry is highly resource intensive. While revenue is a crucial metric, we must also consider the significant consumption of resources. We must avoid depleting our assets and demonstrate a commitment to collective responsibility,” Numfhon concluded.

Meanwhile, the TAT leveraged the event as a platform to connect with tourism suppliers committed to sustainable practices. They included 200 exhibitors with diverse offerings.

Sustainable tourism experiences: Immerse in the charm of Mae Ta Community, Chiang Mai, and Bang Rong, Phuket. 

Local products: Savour artisan natural honey from Bamrungsuk Farm or discover unique, eco-friendly chicken statue amulets from Bonban. 

Eco-friendly accommodations: Unwind at Nern Jamsai, a renovated rice barn in Chiang Mai, or experience the harmony of nature at Koh Munnork Private Island.

Other operators highlighted initiatives that empower future generations and support responsible agricultural practices in Thailand.

Nurturing Future Generations Through Nature

Lomfon Nature School: Lomfon Nature School believes nature is the ultimate educator. Forest walks sharpen children’s focus. The courses nurture intelligence and life skills through nature experiences, starting with beginners or the Junior Summit Trek for ages 6-12, which builds essential outdoor skills. (Facebook: Lomfon Nature School)

Outdoor Education: Founded by a group of outdoor enthusiasts in Thailand, the club offers courses to equip travellers with the knowledge and skills for responsible hiking, trekking, kayaking, and nature conservation. Fostering a culture of responsible outdoor adventures, the club aims to inspire individuals to protect the environment and contribute to Thailand’s sustainable future. https://nationalparkoutdoor-edu.com/

University of Happiness – Rai Jai Yim: University of Happiness – Rai Jai Yim believes in the IDGs (Inner Development Goals) to drive ESG-led transformation. The team designs and delivers On-Cloud Happiness to empower individuals to discover and create personal happiness while fostering a joyful society. It offers various programmes, including Green Family Camps, Green Health and Well-being programmes, and Green Corporate initiatives. (https://happineering.co/)

Supporting Sustainable Agriculture and Organic Living in Thailand

Thamturakit: Thamturakit is a social enterprise supporting farmers who practice natural, chemical-free agriculture. The enterprise aims to empower farmers through training, networking, and market access. By connecting farmers to a network of over a million practitioners, Thamturakit cultivates a community focused on mutual support and Sustainability. The ultimate goal is to ensure that everyone has access to safe, fairly priced-food. (www.thamturakit.com)

The Thai Organic Consumer Association (TOCA): The Thai Organic Consumer Association (TOCA) is a consumer-driven organisation established in 2020 to promote organic living. TOCA aims to increase access to reliable organic products, support organic farmers through fair pricing, and educate consumers about organic practices. By fostering a strong organic community, TOCA makes organic living accessible and beneficial for everyone. (https://toca.or.th/)

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The flashy video transformed this 132-year-old street into a stage for Lisa’s globalised performance, with the familiar backdrop of neon lights highlighting this historic, vibrant street.

With the establishment of Chinese communities in Thailand after the founding of Rattanakosin during King Rama I’s reign, Chinese immigrants initially settled near the Grand Palace area. Following the palace’s construction, they relocated to Sampeng, forming a new community.

Later, between 1892 and 1900, Yaowarat Road was constructed during King Chulalongkorn’s reign (King Rama V), becoming a vital trade centre between the Chinese and foreigners. 

Yaowarat has witnessed change throughout the eras. Yet, at its core, it remains a commercial centre for the Chinese and Thai-Chinese communities. Historically, the area served as a crucial trading hub for imported goods from China and its profusion of gold shops, earning Yaowarat the nickname “the Gold Road,”  Even today, the gold shops remain the most prominent businesses along the historic trading street.

*Lalisa Manoban, also known as Lisa, is a 27-year-old Thai rapper, singer, and dancer. She is a member of the internationally known K-pop group Blackpink. Lisa recently made her solo debut with the single “Rockstar,” which was released on 28 June 28, 2024. The music video was shot in Bangkok’s Yaowarat district and gained over 85 million YouTube views on 7 July.

The charm of Yaowarat lies in its vibrant tapestry of past and present. Generations weave together, with modern shops nestled beside those preserving their heritage. Faded photographs displayed within shops and original wall tiles evoke a sense of nostalgia, whispering tales of Yaowarat’s long history.

The Yaowarat market showcases the continuous cultural life of the Chinese community, selling everything for life’s milestones, from daily necessities to joss papers. Here, handmade Chinese traditional clog shoes are found alongside flowing cheongsams, while the air is filled with pungent pickles and herbal medicines. This vibrant space caters to everyone, whether seeking a cultural experience or simply wanting to reminisce about childhood memories.

Even for visitors unfamiliar with Chinese culture, Yaowarat offers a multitude of day-trip activities. Art galleries and graffiti art coexist with trendy cafes and bars in classic buildings. Classic noodle bowls and a wide variety of street foods — Yaowarat’s true rockstars —await exploration by visitors.

Visiting Yaowarat is easy via the MRT Blue Line. Visitors stepping out at Wat Mangkon Station on Charoen Krung Road are immediately greeted by Yaowarat’s vibrant energy. Bustling food stalls, shops, hidden museums, and even Michelin-recommended restaurants are all within easy reach.

Capture Yaowarat’s Endless Story Through the Lens

Yaowarat’s temples and shrines, such as Wat Mangkon Kamalawat, Kwang Tung Shrine, Lee Ti Miew Shrine, Tai Hong Kong Shrine, and Leng Buai Ia Shrine, showcase ancient rituals blending with the vibrant pulse of Bangkok’s Chinatown. Leng Buai Ia Shrine, at Charoen Krung 21, is the oldest Chinese shrine in Thailand, with a plaque dating its construction to 1658.

Hidden among the joss paper shops in Charoen Chai Alley (Charoen Krung 23), Charoen Chai Community Museum is the first and only community museum in Chinatown. This little historic row house tells the story of the opera artists’ families who once lived there.

The Yaowarat marketplace is a vibrant hub of traditional Chinese culture. Brightly coloured stalls overflow with an array of items, from everyday necessities to religious symbols. Shoppers can find an assortment of red and gold decorations, paper goods for ceremonies, traditional footwear, and various containers and utensils. This lively market reflects the rich cultural heritage and continuous traditions of the Chinese community in Bangkok.

Yaowarat Market isn’t just a feast for the eyes; it’s also a haven for the taste buds. The market offers a wide range of delicious food highlighting the rich Thai-Chinese culinary culture. Visiting the market without indulging in or taking away some of these delectable daily delights is almost impossible.

Gold trading in Yaowarat traces its origins to the early Chinese immigrants who settled on the famous street or in nearby alleys and lanes. These pioneering traders brought a tradition of gold craftsmanship and trading, establishing Yaowarat as the premier destination for gold in Thailand. Over the years, the gold shops have become iconic, symbolising wealth, prosperity, and cultural heritage. Today, bustling shops selling gold stand alongside others that, though no longer in the trade, preserve their original buildings and display cabinets – silent testaments to Yaowarat’s glorious history.

Yaowarat embodies a blend of old and new. Many historic buildings stand as a testament to their architectural heritage. New businesses have been established within these classical structures, preserving their old-world charm while embracing modern lifestyles. Visitors can experience this unique blend firsthand, even at the MRT Wat Mangkon entrance, where the classical ambience is carefully preserved.

When the sun sets over Bangkok’s vibrant Chinatown, Yaowarat transforms into a bustling culinary paradise that attracts locals and tourists alike. Known for its lively atmosphere and diverse flavours, Yaowarat street food offers a tantalising journey that explores the living legends and local wisdom that imbues Thai-Chinese culinary delights.

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