Bangkok: The government is actively encouraging people to visit the southern region of Thailand during the rainy season through the 'La Ta Saneha' initiative, in an effort to boost local activities and stimulate the community economy while connecting the entire country.
According to Thai News Agency, Ms. Sasikarn Wattanachan, Deputy Government Spokesperson, emphasized the government's commitment to promoting tourism year-round, highlighting the unique appeal of the South during the rainy season. The region offers lush greenery, stunning waterfalls, pristine seas, spicy cuisine, and a rich local culture that retains its distinct identity. Collaborating with the Tourism Authority of Thailand (TAT), the government has organized various activities to encourage travel, connect different regions, and generate continuous income for communities.
A key event this rainy season is the 'Lae Ta Sane Tai Road Show,' scheduled for June 11, 2025, in Songkhla Province. This event will bring together over 40 entrepreneurs from the North, Central, and Northeast regions to engage in business negotiations with their southern counterparts across 14 provinces, aiming to expand networks and promote cross-regional travel in a practical manner.
The TAT has also produced a video titled 'Long Tai, Horynut,' showcasing the unique southern cuisine and promoting tourist routes in five lower southern provinces: Songkhla, Satun, Yala, Pattani, and Narathiwat. These areas boast abundant natural resources, rich culture, and traditions worth exploring, which the TAT aims to publicize to the general public.
From January to April 2025, data from the Ministry of Tourism and Sports indicates that southern Thailand welcomed 5.99 million visitors, comprising 5.05 million Thai tourists and 940,000 foreign tourists. This influx generated a total income of 23,664 million baht, with 19,325 million baht coming from Thai tourists and 4,339 million baht from foreign tourists. The average occupancy rate was 68.53%.
The top five provinces attracting the most Thai tourists were Nakhon Si Thammarat with 1.52 million visits, followed by Satun, Chumphon, Trang, and Phatthalung. Nakhon Si Thammarat also led in revenue from Thai tourists, earning 5,547 million baht, with Satun, Trang, Chumphon, and Phatthalung following.
Ms. Sasikarn extended an invitation to citizens to discover the South's charm from a fresh perspective. She encouraged families to explore local markets, taste spicy dishes, and enjoy the genuine smiles of villagers. "We are confident that tourism in the South during this rainy season will continue to attract travelers nationwide, thanks to its lush nature, cool weather, and unique local cultures," she stated, emphasizing that every trip enriches communities and brings joy to Thai people across the country.