The UD Town business group is revamping its strategies in all dimensions to sustain continuous growth, setting a goal to drive Udon Thani Province to become a regional festival city. They are investing 30 million baht to organize the "UDON SONGKRAN FESTIVAL 2026." The event will serve as a major local cultural highlight.
On 26 Mar 2026 GMT+7, Ms. Apicha Weerachatyanukul, Managing Director of Udon Plaza Co., Ltd., which operatesthe UD Town shopping center, said thatoverall, UD Town experienced continuous growth last year by positioning itself not merely as a shopping mall but as a lifestyle and event destination for people of Udon Thani and the Northeast. The key strategy is to manage the space to meet the needs of multiple groups simultaneously—local customers, tourists, event organizers, retailers, and business partners—focusing on three main points: 1. Selecting tenants and activities that truly match consumer behavior; 2. Driving traffic through large-scale events and ongoing activities throughout the year; and 3. Flexible space management so the same area can generate revenue and experiences in various formats.
What has enabled UD Town's ongoing growth is its refusal to rest on past success. The group adapts quickly by listening to customers and making swift decisions, maintaining the mall’s vibrancy year-round. In 2026, UD Town’s approach will be clearer by shifting from mass marketing to more precise, targeted marketing with greater engagement. Management principles will be adjusted in three key dimensions: First, Data & Insight Driven—focusing on customer behavior patterns like reasons for visiting, timing, spending, and activities encouraging repeat visits; second, Experience-led Marketing—statistics show consumers seek memorable experiences beyond shopping, so emphasis is placed on atmosphere, festivals, and content that attract, engage, and bring visitors back; third, Collaboration & Community—UD Town prioritizes partnerships with government, private sector, local entrepreneurs, and communities, believing sustainable growth must involve the entire ecosystem. Therefore, 2026 will focus on both business efficiency and experiential value. Having long been rooted in Udon Thani, UD Town’s strength lies in its deep understanding of the area and its people.Understanding the area and its peopleis a core strength of UD Town, enabling a comprehensive grasp of local consumer behavior. At the same time, it does not limit itself to the local market but takes a broader view—considering tourism trends, lifestyles of younger generations, experiential consumption, and trends of international tourists visiting the region.
Ms. Apicha added that UD Town consistently transforms these trends into tangible realities locally, such as organizing festivals combining entertainment and social sharing value, developing a mix of shops and services to serve multiple generations, and designing spaces that accommodate living, tourism, and large events. Rather than blindly following trends, they select those fitting Udon Thani’s context and execute them at their best. This approach keeps UD Town fresh and continuously maintains its leadership position.
The major annual event, "UDON SONGKRAN FESTIVAL 2026," will be held under the theme "Neon Water: The Power of the Flow," reflecting the energy of flowing water, fun, vibrancy, and the convergence of people from various places coming together to share joy during Songkran. UD Town aims to elevate the festival to become a key Songkran landmark in Northeast Thailand with a budget exceeding 30 million baht invested in production, activities, safety, and convenience systems. This is done in partnership with leading sponsors including Chang Beverage, Pepsi Beverage, the Tourism Authority of Thailand, the Department of Cultural Promotion, AIS, and Hotel MOCO.
The event’s design concept aims to be more than just water play; it is a Festival Experience blending light, color, sound, music, and the modern atmosphere of Udon Thani city. The goal is a Songkran festival that offers fun, safety, and contemporary elements unique to UD Town. The festival also maintains Thai Songkran traditions by creating a cultural zone where the public can participate in preserving these beautiful customs. Sacred Buddha images from nine renowned temples nationwide—including the Emerald Buddha, Phra Phuttha Sothon, Phra Phuttha Chinnarat, Phra Phuttha Trairattana Nayok, Luang Pho Wat Rai Khing, Luang Pho Wat Ban Laem, Phra Phuttha Sihing, Luang Pho Phra Sai, and Phra Phuttha Naresuan Sakchai Phairiphan—will be brought for water pouring ceremonies, blessing visitors for the Thai New Year. Additionally, sand pagoda building activities will be offered for visitors and tourists to make merit and experience authentic Thai Songkran throughout the festival. UD Town is confident that all attendees will cherish the experiences they gain. This underscores UD Town’s philosophy: the goal is not just a big event, but one of quality and standards that positively impacts the local economy, tourism, and Udon Thani’s regional image.
Ms. Apicha further explained that preparations for the site this year are more detailed. The aim is to create a well-organized, enjoyable Songkran festival with thorough preparations divided intoclearly designated zones,to ensure orderly crowd flow, increase activity and photo spots to disperse attendees,manage entrances and exits,parking areas, services, and facilities, upgrade safety measures including staff, area monitoring systems, and coordination with relevant agencies, and maintain cleanliness and readiness throughout the event. The objective is to ensure all participants—local residents, Thai tourists, and foreigners—feel confident that visiting UD Town offers fun, safety, convenience, and a memorable experience throughout the festival.
However, preparations to accommodatetourists for this eventinclude systematic area design covering concert zones, water play zones, and activity zones to effectively accommodate attendees. Facilities include: 1. Parking for over 3,000 vehicles (cars and motorcycles); 2. More than 30 food and retail vendors offering all-night options; 3. Over 40 clearly separated male and female restrooms; 4. Strict safety measures supported by multiple agencies such as Udon Thani Provincial Police with patrol cars, Air Force Wing 23 security, Explosive Ordnance Disposal (EOD) units from Seneerat Yuth camp, first aid from Eka Udon Hospital, and private security guards throughout the four-day, four-night event. Attendees will enjoy full entertainment from renowned artists including Kong Huayrai, Retrospect, Off Pongsak, Tilly Birds, MAIYARAP, as well as international party DJs like SUN B x MC JASON, BUDDHA SHOCKKO, and many more.
The Managing Director of Udon Plaza Co., Ltd. added that rules and preparations for visitors to the "UD TOWN SONGKRAN FESTIVAL 2026" cater to various preferences—whether for water play, concert viewing, or group fun, attendees can choose zones to match their style. Tourists are encouraged to prepare appropriately with suitable water-play attire, enthusiasm, and adherence to event rules to ensure full enjoyment, safety, and memorable experiences. The zones include: Concert zone with 100 baht tickets and free entry before 18:00; Water bucket zone for 4 people with drinks starting at 1,999 baht/day; Elevated area with private entrance and separate restrooms; Standing table zone for 4 with drinks starting at 2,699 baht/day; and Seated table zone for 6 with drinks starting at 4,999 baht/day. The festival anticipates over 200,000 attendees, approximately 85% Thai tourists and 15% foreigners. Notably, improved tourism momentum and wider recognition of the event have increased participation from other provinces and foreign visitors, especially those seeking festival experiences in Northeast Thailand. Visitors are warmly invited to enjoy the Songkran celebrations from 13 to 16 Apr 2026 at The Land square, UD Town Shopping Center, Udon Thani. Gates open from 17:30 to 00:00.
Mr. Phasakorn Weerachatyanukul, Managing Director of Thanathip 456 Co., Ltd., which managesHotel MOCO and Montatip International Convention Hall, said that overall growth of the MOCO hotel group and Montatip Hall last year showed clear development. Hotel MOCO saw steadily increasing positive responses, especially from customers seeking accommodations with distinct character, good service, and experiences different from typical hotels. Our strength is being a premium boutique hotel combining comfort with local Udon Thani design and atmosphere. Meanwhile, Montatip Hall plays an increasingly important role as a venue for meetings, banquets, trade shows, and regional events, signaling that the MICE and event market in Udon Thani has significant growth potential. Overall, this reflects Udon Thani’s emerging status as a key tourism, conference, and leisure hub in upper Northeast Thailand.The marketing strategy for 2026 focuses on creating an integrated tourism system. It is no longer just about the hotel or venue but about the entire tourist experience. We want Hotel MOCO, Montatip Hall, and affiliated businesses to operate as one ecosystem—from accommodation, food, activities, and lifestyle to linking with major Udon Thani events—so that visitors feel they can fully relax and participate in a comprehensive range of activities when they arrive.
Our goal for new projects targets attracting higher-quality tourists, including long-stay travelers, digital nomads, and tourists from Asia and neighboring countries who seek easy living, convenient travel, and new experiences. Our aim is not just to increase occupancy but to elevate Udon Thani as a destination people want to return to. Economic and tourism trends in Thailand in 2026 suggest competition will shift from visitor numbers to quality of experience. Today’s tourists value convenience, safety, value, local authenticity, and lifestyle-aligned activities. A notable trend is tourism connected with sports, nature, health, and culture. Udon Thani has strong potential in events, sports, and tourism, with many packages possible. We plan to integrate services and packages linking accommodations with provincial activities—festivals, sports, or nature tourism—so guests don’t just stay one night but feel Udon Thani is worth staying longer and returning repeatedly.
Mr. Phasakorn added that for supporting the "UD TOWN SONGKRAN FESTIVAL 2026," Hotel MOCO is fully prepared to accommodate tourists coming to relax as well as those attending the festival specifically. Guests at Hotel MOCO will receive promotions and benefits that facilitate event participation, including value-added offers for activities and exclusive privileges at affiliated restaurants and services. Our concept is to provide guests with a complete experience beyond just booking a room—comfort, easy access, and full enjoyment of Udon Thani’s Songkran festival atmosphere. We want visits during this period to be memorable travel and festival experiences. We expect this event to be a significant driver of tourism economic activity during Songkran. Such festivals not only energize the event site but also benefit broader businesses—hotels, restaurants, transport, shops, and services across Udon Thani. Importantly, large-scale festivals help reshape Udon Thani’s image as a city with comprehensive fun, readiness, and capability to host high-quality large-scale activities. We hope the "UD TOWN SONGKRAN FESTIVAL 2026" will not only succeed during its four-day run but also build lasting confidence and momentum for Udon Thani’s tourism economy.