TAT Launches Northern Tourism Season 2027 with Wellness Focus
The Tourism Authority of Thailand launched the 2027 Northern tourism season under the campaign "The North is Right... in Every Season" and the "Sensory of Lanna" wellness project to position the region as a year-round luxury wellness destination. Officials project domestic tourism will exceed targets with 206 million visits generating 1.216 trillion baht by year-end. The initiative involves all 17 northern provinces and aims to transform Northern travel into a continuous journey of valuable experiences, supported by new wellness and longevity retreat offerings.
The Tourism Authority of Thailand (TAT) opened the Northern Thailand tourism season for 2027 with the campaign "The North is Right... in Every Season," launching the "Sensory of Lanna: Northern Charm, Relaxing Touch" project to elevate the North as a Luxury Wellness Destination. On November 12, 2026, the Tourism Authority of Thailand (TAT) launched the Northern tourism season for 2027 alongside the "Sensory of Lanna: Northern Charm, Relaxing Touch" project, presided over by Miss Phattharanong Na Chiang Mai, TAT Deputy Governor for Domestic Marketing, along with Khajorndech Apichatrakul, TAT Northern Region Director, and partners from 17 northern provinces attending the event at Eden Hall, 1st floor, CentralWorld shopping center in Bangkok, to stimulate travel to the North throughout the year, both high season and off-season. It is expected that by the end of 2026 there will be 206 million domestic visitor-trips generating approximately 1.216 trillion baht in revenue.
Miss Phattharanong Na Chiang Mai, TAT Deputy Governor for Domestic Marketing, revealed that the overall domestic tourism market in 2026 shows a satisfactory growth trend exceeding set targets. It is projected that by the end of 2026 there will be 206 million domestic visitor-trips (up from the original target of 205 million) generating tourism revenue of approximately 1.216 trillion baht (up from the original target of 1.118 trillion baht), reflecting the important role of tourism in driving the national economy, especially during the year-end period continuing through the New Year festival.
The event aims to demonstrate the readiness of the Northern region to welcome visitors and stimulate actual travel, allowing visitors to experience happiness in the North throughout the year under the campaign "The North is Right... in Every Season." The campaign seeks to shift the perception of Northern tourism from being merely a destination to becoming a "Journey" that delivers valuable experiences, stories, happiness, memories, and life energy in every season. Alongside this, the "Sensory of Lanna: Northern Charm, Relaxing Touch" project was launched, conveying the concept "Healing is the New Luxury" to attract urban participants and inspire travel for relaxation while experiencing the charm of Northern tourist attractions and local identity in every season throughout the year.
In 2027, TAT aims to drive Thai tourism under the concept "The Year of Transformation," emphasizing value-based and experiential tourism to create balanced economic value, linking travel from major cities to tourist towns and distributing income to operators and communities comprehensively. The Northern region possesses complete tourism capital including nature, arts and culture, traditions, lifestyles, food, handicrafts, and local wisdom ready to deliver valuable experiences 365 days a year, aligning with the campaign "The North is Right... in Every Season" that invites everyone to discover their own destinations and travel timing.
Additionally, TAT Northern Region has elevated wellness tourism products through the "Amazing Northern Longevity" project, targeting quality tourists, working-age individuals, and health enthusiasts by connecting the North's natural, cultural, seasonal food, and regenerative medicine resources into Wellness & Longevity Retreats. Concurrently, this has been extended to the "Sensory of Lanna: Northern Charm, Relaxing Touch" event promoting...
