Tourism
TAT Launches 'CHARM of Lower NORTH' Campaign to Boost Tourism
The Tourism Authority of Thailand is promoting five lower northern provinces to transform them from transit points into primary travel destinations for Gen Y and Z.
On September 11, 2026, the Tourism Authority of Thailand (TAT) officially launched the 'CHARM of Lower NORTH' campaign, as reported by Khaosod Online. Led by TAT Governor Thapanee Kiatphaibool, the initiative aims to shift the perception of five provinces—Uthai Thani, Nakhon Sawan, Phichit, Phitsanulok, and Phetchabun—from being mere 'transit cities' to becoming 'must-visit' destinations.
This strategy is part of the broader 'Festival Economy' model, which utilizes local events and festivals to maintain tourism momentum throughout the year. The campaign specifically targets Gen Y and Gen Z travelers, focusing on 'Meaningful Travel' experiences that connect the entire region. By promoting these areas, the TAT expects to reach over 20 million impressions, attract at least 20,000 participants to related events, and generate a minimum of 30 million baht in local economic circulation.
For travelers and residents, this campaign suggests an upcoming increase in regional festivals and curated travel routes designed to highlight the unique character of these provinces. While the TAT has set ambitious targets for engagement and economic impact, the specific schedule of events and the long-term sustainability of these new travel routes remain to be confirmed as the campaign progresses.