Mr. Nat Krutsut, Deputy Governor for Tourism Products and Business at the Tourism Authority of Thailand (TAT), stated that the Thailand UFO Days event, held from 13-15 February 2026 at Khun Dan Prakan Chon Dam in Nakhon Nayok province, received strong feedback demonstrating the power of marketing based on subculture.
The event’s standout feature was its uniqueness in Thailand, focusing specifically on niche interests, which attracted significant attention and participation, along with organically created content by the enthusiast community.
For example, the event connected the venue with local stories and phenomena, and involved well-known figures famous for UFO sightings to enhance appeal, showing that precisely targeting niche groups can encourage like-minded people to join voluntarily.
The success of this pilot project highlights a new approach to promoting tourism: a marketing strategy that builds on niche interests to offer distinct Thai travel experiences delivering meaningful experiences, thereby increasing tourism value, such as:
• Increasing overnight stays: Creating new nighttime experiential tourism activities encourages visitors to stay overnight, extending travel days and benefiting the local economy more than one-day trips.
• Income distribution to secondary cities: Strong, targeted content makes events more attractive, leading target groups to choose to travel to secondary or emerging destinations more frequently.
Based on these results, TAT plans to advance the creation and promotion of Thai tourism by transforming niche passions into magnets for quality tourists, such as faith and belief-based travel routes or healing tourism focused on relaxation and nature, extending to pop culture groups.
Examples include following film locations in Thailand or exploring street art and art toys. This strategy helps tourism operators compete through value creation and experiences, reduces off-season impacts, and effectively disperses and boosts tourism income.
Next, TAT will launch the Subculture Trends Compass: 2026-2027 to precisely target this market and meet tourist demands. Operators and related tourism sectors are encouraged to watch for this soon to guide their product and service development aligned with Thailand’s tourism future.
TAT invites operators to identify their unique strengths and design experiences tailored to specific target groups without necessarily large investments, as modern Thai tourism focuses on delivering experiences that resonate emotionally and spiritually, which is key to industry sustainability.
"We believe the power of subculture will make Thailand a destination that travelers worldwide want to experience firsthand."
Award Presentation Mr. Chuchat Pramoolphon, Secretary-General of the Office of Insurance Commission (OIC), and Mr. Sara Lamsam, CEO, along with Ms. Salil Lamsam and Dr. Suthee Mokkhawej, Managing Director, honored the annual top sales awards ceremony MUANG THAI LIFE CONVENTION 2025, celebrating outstanding sales professionals from Muang Thai Life Assurance for their excellence, professionalism, dedication, and quality service, committed to delivering lasting happiness and smiles to policyholders as trusted life insurance advisors throughout life's stages under strict agent regulations and ethics.
The MUANG THAI LIFE CONVENTION 2025 award ceremony also featured Miss Tiffany’s 2026, Ms. Theerachaya Phumkitidech, along with first runner-up Ms. Pimrata Pongchaiwiwat, second runner-up Ms. Mintita Ondam, and other Miss Tiffany’s 2026 contestants holding the highest honor plaques to present to the award-winning top sales agents.
New Campaign CardX, a credit card and personal loan service provider under SCBX Group, continues to reinforce its leadership in premium financial lifestyle services by partnering with The Mall Group to launch the SATURDAY IS FOR SHOPPING campaign. It offers exclusive shopping privileges for SCB WEALTH Credit Cardholders by CardX, covering SCB PRIVATE BANKING, SCB FIRST, SCB PRIME, and CardX BEYOND and ULTRA PLATINUM cards. Customers can enjoy shopping at The Mall Life Store, all The Mall branches, Emporium, EmQuartier, EmSphere, Paragon Department Store, Power Mall, and Gourmet Market through redeeming reward points for additional discounts up to 40% on full payments from 1 March 2026 to 31 May 2026.