Thailand Tourism Board Launches Lower North Campaign
Thailand's Tourism Board launched a campaign across five lower northern provinces using festivals and events to attract younger travelers and transform transit towns into popular destinations. The initiative runs through November 2026 with
The Thailand Tourism Board announced the launch of the "Charm of Lower North: Visit Charming Towns, Rest in Amazing Cities" campaign on September 11, 2026, with Tourism Authority Director Thapalanee Kiatpaibuul leading the announcement. The initiative applies Festival Economy strategy, using festivals and events to draw visitors throughout the year across five lower northern provinces: Uthai Thani, Nakhon Sawan, Phichit, Phitsanulok, and Phetchabun. The goal is to transform these areas from "transit cities" into "destination cities" by connecting regional travel routes and encouraging meaningful travel experiences.
The campaign targets Gen Y and Gen Z travelers, focusing on meaningful and responsible tourism that engages local communities and respects the environment. The strategy aims to extend visitor stays, increase spending, and stimulate economic circulation in these areas. The five provinces will leverage their distinctive identities and strengths to create connected travel experiences across the region.
The campaign runs from September to November 2026 and includes Event Marketing activities in two provinces. The Uthai Thani edition takes place September 25-27 at Wat Uposatharam riverside grounds, while the Phichit edition runs October 14-18 at Bung Sihai. Both events feature art and craft zones, local food and beverage booths, performances by local and national artists including Fellow Fellow, Gaan Tong, Ja Nong Phaanee, Scrubb, and Season Five, plus workshops, DIY activities, and promotional coupons.
