BANGKOK, April 22, 2025 /PRNewswire/ -- Thailand's globally renowned festivals, Songkran and Loy Krathong, possess immense cultural and tourism potential—yet remain underleveraged in driving international travel. Despite high levels of global awareness, participation remains low due to concerns over safety, festival management, and infrastructure. A recent study by Sasin Management Consulting (SMC), Sasin School of Management, Chulalongkorn University reveals that only a fraction of international tourists visits Thailand specifically for these celebrations. To transform Songkran and Loy Krathong into world-class attractions, Thailand must enhance safety, improve infrastructure, and integrate deeper cultural storytelling with engaging experiences—positioning its festivals not just as spectacles, but as meaningful, must-see global events.

Thailand's world-renowned cultural festivals—Songkran and Loy Krathong—are celebrated for their unique charm, spiritual depth, and vibrant traditions. Whether it's the exhilarating water fights of Songkran or the serene beauty of floating krathongs under the moonlight, these iconic events captivate global attention. Yet, despite their popularity, these festivals remain an underutilized asset in driving international tourism.

High Awareness, Low Participation

According to recent research conducted by Sasin Management Consulting (SMC), there's a significant gap between awareness and actual visitation. The survey of 2,200 potential international tourists showed that while 75% were aware of Songkran, only 20% had traveled to Thailand to experience it firsthand. A similar trend appeared for Loy Krathong, with over 50% aware of the festival, yet only 16% had visited during the celebration.

Tourism data from 2018, 2019, and 2024 (excluding pandemic-impacted years) further supports this trend, showing no significant spike in arrivals during the festival months of April (Songkran) or November (Loy Krathong). Among tourists who did visit during these times, only one-third came specifically for the festivals; the majority were motivated by general interest in Thailand as a destination.

What's Holding Tourists Back?

The study highlights several key deterrents affecting international participation in Thai cultural events:

• Safety and Security: Cited by 24% of respondents as a concern, particularly regarding large public gatherings.
• Lack of Festival Awareness: Nearly a quarter of respondents simply didn't know enough about the festivals to prioritize them.
• Poor Festival Management: Tourists expressed dissatisfaction with the organization, crowd control, and accessibility of festival events.
• Inadequate Infrastructure: 13% pointed to subpar facilities not meeting international expectations.

These issues create a disconnect between what tourists' value—safety, convenience, cultural authenticity—and what Thai festivals currently offer.

Bridging the Gap: Culture & Entertainment

Thailand's cultural festivals are undeniably entertaining, but their deeper meaning and traditions often remain underrepresented in the global tourism narrative. While Songkran's joyful water fights are widely recognized, its Buddhist origins and cultural symbolism are rarely emphasized abroad.

Yet the appetite for cultural experiences is strong. In fact, 70% of respondents praised Thailand's rich cultural value. This suggests an opportunity to reposition Thai festivals by integrating both entertainment and cultural depth, making them more meaningful for a broader spectrum of tourists.

Turning Festivals into World-Class Attractions

To fully capitalize on the tourism potential of Songkran and Loy Krathong, Thailand must:

1. Improve Festival Infrastructure– Ensure facilities, transportation, and public amenities meet global standards.
2. Enhance Safety and Security – Increase visible safety measures and provide clear guidelines for tourists.
3. Strengthen Festival Management – Develop more organized, accessible, and tourist-friendly festival experiences.
4. Promote Cultural Storytelling – Highlight the historical and spiritual roots of each festival through international campaigns.
5. Blend Culture with Experience – Create immersive cultural programs that enrich the entertainment value of the festivals.

The Road Ahead

Songkran and Loy Krathong have the potential to be more than just beautiful cultural snapshots—they can become flagship events that draw millions of visitors, similar to Brazil's Carnival or Japan's Cherry Blossom season. By addressing current gaps and reimagining the festival experience, Thailand can transform its beloved traditions into world-class tourism magnets.

To learn more about this recent study by Sasin Management Consulting (SMC), please visit: https://www.chula.ac.th/en/highlight/231879/

About Chulalongkorn University

Chulalongkorn University has made the world's top 50 university list for employment outcomes, which reflects both the high employment rate and work ability of Chula graduates. The university is also listed as the best in Thailand for the 15th Consecutive Year (since 2009), according to the newly released QS World University Rankings 2024, putting Chula at 211th in the world, up from 244th last year.

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