The Tourism Authority of Thailand (TAT) showcased tourism potential ahead of the first Cabinet Touring meeting of 2026, promoting the concept "Thai Charm, Charm of Songkhla" to develop Songkhla into a Festival Hub while showcasing local soft power to stimulate the economy and tourism in lower southern Thailand.
On 1 Sep 2026 at the 60th Anniversary Celebration International Convention Center, Prince of Songkla University, Hat Yai District, Songkhla, during the first official Cabinet Touring meeting of 2026, Ms. Thapanee Kiatphaiboon, Governor of the Tourism Authority of Thailand (TAT), led a team to open an exhibition booth showcasing tourism potential for welcoming the cabinet members.
Ms. Thapanee Kiatphaiboon, Governor of the Tourism Authority of Thailand (TAT), revealed, “The Songkhla Cabinet Touring event is an important opportunity for TAT to present and promote ‘Charm of Songkhla’ to a wider audience. We want to reinforce Songkhla’s image as a tourism city with diverse attractions, including culinary charms, culture, lifestyles, and storytelling destinations to inspire actual travel. This will help distribute income to communities and drive sustainable economic growth.”
For this exhibition, TAT presented under the concept “Thai Charm, Charm of Songkhla” focusing on giving attendees a “real experience – true learning – memorable impressions” by showcasing local soft power and identity, starting with inviting them to taste “Saba Yoi Robusta coffee” to reflect the potential of local raw materials and products, alongside promoting Songkhla as a “Festival Hub” preparing for big events like the Ultraman Hero Run 2026 on 26 September.
For this exhibition, TAT presented under the concept “Thai Charm, Charm of Songkhla” emphasizing experiences where attendees can "truly touch, learn, and take memorable impressions home" through showcasing outstanding local soft power and identity, including:
Charm of taste inviting tasting of “Saba Yoi Robusta coffee” reflecting the growing potential of community raw materials and products.
Cultural charm presenting “Sound of Healing,” the enchanting call of the Javan green pigeon, a distinctive traditional lifestyle identity of Songkhla people.
Photo booth showcasing the charm of Songkhla. A space collecting memorable images and highlights of the province for attendees to take souvenir photos with frames marked “Songkhla Cabinet Touring 2026.”
Additionally, TAT continues promoting Songkhla as a regional “Festival Hub” by preparing to host major events such as “Ultraman Hero Run 2026” on 26 September 2026 to attract sports tourists and family groups.
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