The Tourism Authority of Thailand (TAT) has launched a new domestic travel push for the second half of the year, rolling out a campaign dubbed "Thai Charm: Feel All The Feelings." Announced on June 22, the initiative will promote cultural activities across all 77 provinces.
According to Khaosod Thai (in Thai), TAT Governor Thapanee Kiatphaibool stated the campaign is designed to inspire actual travel nationwide by highlighting local food, culture, and community experiences. The tourism board has set an ambitious target of 202.8 million domestic trips, hoping to generate over 1.17 trillion baht in revenue and maintain the expansion rate of the domestic market.
What this means for you
While this campaign is primarily aimed at encouraging Thai citizens to travel domestically, expats and long-term residents stand to benefit from the resulting events.
Here is what you can expect over the coming months:
- More regional festivals: With activities planned across all 77 provinces, expect an increase in local food fairs, cultural exhibitions, and community-led events.
- Busier local destinations: Popular weekend getaway spots may see higher domestic foot traffic, particularly during long weekends and public holidays.
If you are planning domestic trips later this year, it is worth keeping an eye on local provincial announcements for specific "Thai Charm" events. Booking accommodation slightly further in advance for popular secondary provinces might also be a wise move as the TAT ramps up its promotional efforts.
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