Bangkok: The Tourism Authority of Thailand (TAT) has announced the opening of the 2026 Northern tourism season with the theme "Season of North 2026: Instant Happiness...This Season is the Northern Season," promoting year-round travel to the northern region with a revenue goal of 178 million baht.
According to Thai News Agency, the event was held at Le Coq d'Or Restaurant in Mueang District, Chiang Mai Province, with notable attendees including Mr. Wiraphong Ritrod, Deputy Governor of Chiang Mai Province, Mr. Apichai Chatchalermkij, Deputy Governor for Domestic Marketing, TAT, and Mr. Khajondet Aphichattrakul, Director of the Northern Region, TAT. The event aimed to establish a network within the tourism industry across 17 northern provinces, with plans to attract at least 25 million visitors.
Mr. Wiraphong Ritrod expressed Chiang Mai's readiness to welcome tourists, highlighting the province's initiatives under the concept of "Value is the New Volume." This initiative focuses on promoting Chiang Mai as a quality international tourist destination, distributing income to local communities, and revitalizing the economy. The province also aims to enhance tourism through cultural promotion, digital skills development, and sustainable tourism practices.
Mr. Apichai Chatchalermkij stated that TAT plans to integrate efforts with various agencies to deliver memorable experiences and stimulate year-round travel in the northern region. The promotion focuses on three main directions: rewarding life, celebration and relaxation, and sharing northern stories. The initiative includes offering diverse tourist activities and promoting sustainable tourism products that have received industry awards.
The TAT's 11 Northern Offices participated in the event, presenting strategies for promoting tourism and showcasing products from all 17 provinces. The northern region offers natural attractions and tourist services that cater to various interests, encouraging travel in every season.
Tourist activities are planned throughout the year in provinces such as Chiang Mai, Chiang Rai, Mae Hong Son, and Lampang, among others. These include winter festivals like the Tak Bat Peng Put tradition in Nan and the Chiang Rai Flower Festival, summer events like the Poi Sang Long Festival in Mae Hong Son, and rainy season traditions like the Salak Phat in Lamphun.
The TAT Northern Region also invites tourists to the Loi Krathong festival in November, featuring events like the Yi Peng Festival in Chiang Mai and the Loi Krathong Sawan Festival in Mae Hong Son.
TAT anticipates that these year-round promotional activities will increase travel in the northern region, with an expected 25 million Thai tourist trips in 2026, a 4.37 percent increase from 2025. Tourism revenue is projected to reach at least 178 million baht, a 3.38 percent increase compared to 2025.
For further details on tourist activities, interested individuals are encouraged to consult the TAT Northern Office's Facebook Fanpage and other related platforms.