Thailand Tourism Board Launches Myth Night Season Festival

The Tourism Authority of Thailand's domestic market division is driving the creative economy and supporting the Night Economy policy to appeal to younger travelers. The agency has launched the "Myth Night Season" festival, tapping into the night tourism trend while showcasing deep cultural heritage and experiential travel. The initiative aims to distribute tourism revenue and extend visitor stays.

Achaiyai Chattcharoemkij, deputy governor of the Tourism Authority's domestic market division, stated that Thailand possesses rich cultural assets and diverse local legends but lacks systematic mechanisms to link them to valuable tourism products. The new festival transforms these cultural resources into innovative travel experiences that generate economic and social value, guiding visitors through the parallel worlds of Thai myth, belief, and folklore blended with contemporary culture, cuisine, and pop culture. The effort involves collaboration between artists, creators, communities, and partners to develop destinations as unique experiential destinations for relaxation and self-discovery.

The festival presents the folklore of Kudeejeen community under the concept "Kudeejeen Night: Alley of Connected Realms, Multi-Legend Haunting," featuring three experience zones: Zone 1 (Understanding) offers an interactive exhibition decoding the beliefs of three religions and four faith traditions; Zone 2 (Communicate) provides a space where celebrities like "Jack the Ghost" and "Everest" share supernatural experiences; and Zone 3 (Experience) features food, drinks, workshops, and activities inspired by local stories. Influencers will also document experiences for target audiences. The Tourism Authority invites visitors to experience creative horror and support Thai soft power through local legends at Lido Connect Siam from July 31 to August 1, 2025, from 5:00 p.m. to 10:00 p.m.