The Tourism Authority of Thailand (TAT) has launched the campaign CHARM of Lower NORTH: Travel Charming Cities... Stay in Delightful Towns, aiming to develop five lower northern provinces from transit cities into leisure destinations and offer a new meaningful travel experience.
On 11 Sep 2026, Ms. Thapanee Kiatphaiboon, Governor of the Tourism Authority of Thailand (TAT), stated that TAT is advancing its Festival Economy strategy, using festivals and events as key tools to attract tourists year-round, starting with five lower northern provinces through the campaign CHARM of Lower NORTH: Travel Charming Cities... Stay in Delightful Towns.
This initiative seeks to change perceptions of these areas from mere transit points into attractive travel destinations. The five lower northern provinces include Uthai Thani, Nakhon Sawan, Phichit, Phitsanulok, and Phetchabun. The campaign highlights each area's strengths and unique identity with a fresh perspective and connects all five provinces into a single accessible destination.
TAT aims to create meaningful travel experiences that allow visitors to appreciate local cultural identities, while communities actively share their stories and take pride in their heritage. This campaign represents a significant step toward making these five lower northern provinces intentional travel destinations for rest and exploration, encouraging continuous travel and regional linkage.
Ms. Thapanee added that the CHARM of Lower NORTH campaign primarily targets Gen Y and Gen Z travelers to foster meaningful and sustainable tourism experiences. It emphasizes local community involvement and responsible tourism practices that are environmentally friendly.
This approach will help develop the five lower northern provinces as models of balanced and sustainable tourism growth in the future. The campaign runs from September to November 2026, with pilot event marketing activities scheduled in two provinces:
CHARM of Lower NORTH: Travel Charming Cities... Stay in Delightful Towns @ Uthai Thani at the riverside plaza of Wat Uposatharam from 25–27 September 2026.
CHARM of Lower NORTH: Travel Charming Cities... Stay in Delightful Towns @ Phichit at Bueng Si Fai from 14–18 October 2026.
The events feature zones for Art & Craft, renowned local food and beverages, and stages with performances by local and nationally famous artists such as Fellow Fellow, Kantong, Ja Nongpanee, Scrubb, and Season Five. Marketing promotions include DIY local handicraft workshops, cash-equivalent coupons, Micro KOL content, souvenirs, and special offers from over 25 local hotels, restaurants, and tour operators across the five provinces.
TAT expects the campaign to generate at least 20 million impressions, attract over 20,000 event participants, and generate no less than 30 million baht in local economic turnover.
This will stimulate travel, distribute income to local communities, and advance Thailand as a sustainable tourism destination. For more information, follow the campaign’s Facebook fan page: Charm of Lower North Travel Charming Cities... Stay in Delightful Towns.