“TAT” Launches “CHARM of Lower NORTH” campaign: visit charming towns stay in destinations worth visiting.

Today (11 September 2026) at 12:30 PM, at the Thanarat Hall (1st Floor, Tourism Authority of Thailand Headquarters), the Tourism Authority of Thailand (TAT) held a press conference to launch the “CHARM of Lower NORTH” campaign. Ms. Thapanee Kiatphaibool, TAT Governor, presided over the event, joined by Ms. Thaniya Naipinit, Governor of Phichit Province, and TAT executives. The initiative aims to establish these five Lower Northern provinces as models for “attractive destinations,” driving travel connectivity from major hubs to these appealing towns. Through event marketing strategies, the campaign seeks to stimulate spending, extend the length of stay, and generate local economic circulation.

Ms. Thapanee Kiatphaibool, TAT Governor, stated that the TAT is advancing its “Festival Economy” strategy, utilizing festivals and events as key tools to attract tourists throughout the year, with the five Lower Northern provinces serving as the pilot area. Through the “CHARM of Lower NORTH: Visit Charming Towns. Stay in Delightful Destinations” campaign, the perception of the region is being transformed from mere “transit towns” into “must-visit destinations.” This initiative encompasses five provinces in the Lower North Uthai Thani, Nakhon Sawan, Phichit, Phitsanulok, and Phetchabun by showcasing the unique strengths and identities of each area from fresh perspectives and linking them into a unified travel destination. TAT aims to create “Meaningful Travel” experiences that allow tourists to immerse themselves in local charm while enabling communities to share their own stories and foster local pride. This campaign marks a significant step toward establishing these five provinces as destinations where travelers intentionally choose to pause and stay, thereby encouraging continuous, interconnected travel throughout the region.

The “CHARM of Lower NORTH” campaign primarily targets Gen Y and Gen Z travelers, aiming to foster “Meaningful and Sustainable Travel” experiences. By emphasizing local community participation and environmentally friendly, responsible tourism, the initiative seeks to position these five Lower Northern provinces as a model for balanced and sustainable tourism growth in the future. The campaign will run from September to November 2026.

TAT has scheduled pilot marketing events in two provinces: "CHARM of Lower NORTH: Visit Charming Towns. Stay in Delightful Destinations @Uthai Thani" at the riverside grounds of Wat Uposatharam (September 25–27, 2026), and "CHARM of Lower NORTH: Visit Charming Towns. Stay in Delightful Destinations @Phichit" at Bueng Si Fai (October 14–18, 2026). The events will feature art & craft zones, areas showcasing renowned local food and beverages, and stages hosting performances by both local and nationally acclaimed artists—such as Fellow Fellow, Kantong, Ja Nongpanee, Scrubb, and Season Five. These will be complemented by marketing activities including local handicraft DIY workshops, cash-equivalent coupons, content created by micro-KOLs, souvenir giveaways, and special privileges offered by over 25 tourism operators including hotels, accommodations, restaurants, and tour companies  across the five-province region.

TAT anticipates that this campaign will generate awareness regarding the tourism potential of the Lower North among at least 20 million people, attract no fewer than 20,000 event participants, and stimulate local economic circulation of at least 30 million baht. These outcomes aim to boost tourism travel, distribute income to local communities, and drive Thailand toward becoming a sustainable tourism destination. Further information about the campaign is available on the Facebook Fan page: "Charm of Lower North เที่ยวเมืองน่ารัก...พักเมืองน่าเที่ยว."

Photo : Yanawut Samphaothong