Thailand’s iconic cultural events, Songkran and Loy Krathong, remain underutilised as drivers of international tourism, despite their global recognition. From Songkran’s water celebrations to the candlelit krathongs of Loy Krathong, the festivals reflect deep cultural roots but have yet to reach their full potential in attracting international visitors.
A study by Sasin Management Consulting (SMC) at Chulalongkorn University’s Sasin School of Management found that only a small number of foreign visitors travel specifically for these events. The study identifies key barriers, including safety concerns, limited infrastructure, and inconsistent festival management. It recommends targeted improvements and deeper cultural engagement to elevate the festivals into internationally competitive tourism offerings.
According to SMC research, there…
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