The Tourism Authority of Thailand (TAT) has launched a campaign to boost domestic tourism in all regions of Thailand with an expected value of at least 180 billion baht. The campaign was launched following a survey that found locals preferred to drive and travel within their own regions. The initiative will include stunning light, sound, and colour shows, and will target Gen Y “Millennials” who enjoy new experiences. The events, taking place across Thailand, are expected to generate an economic value of at least 180 billion baht and stimulate at least 18 million domestic trips per month. Additionally, the recent Songkran festival was estimated to have generated around 18 billion baht in spending.