Thailand expects Songkran tourism revenue to reach 30.4 billion baht this year

BANGKOK, 22 JULY 2026 —

Thailand Forecasts Songkran Tourism Revenue to Reach 30.4 Billion Baht This Year

The five-day celebration, which runs from April 11 to 15, is expected to attract 500,000 international visitors, up 4% from last year, contributing approximately 8.1 billion baht in revenue. Domestic travel is also set to rise, with six million Thai nationals expected to take trips during the holiday, a 7% increase, generating about 22.3 billion baht in spending.

As of April 12, over 558,000 visitors had been recorded across six venues in Bangkok and central Thailand, with Siam Square’s Songkran event drawing the largest crowd of around 183,500 people. Government spokesperson Lalida Persvivatana noted that more than 90 events were held in the capital alone, reflecting strong public participation.

Regional tourism figures vary, with Phuket in the south expecting about 149,690 visitors and 4.1 billion baht in revenue. Eastern provinces such as Chonburi and Pattaya extended celebrations through Wan Lai events, high-energy water festivals likely to sustain momentum into late April. Meanwhile, northern provinces, led by Chiang Mai, saw strong engagement in traditional Pi Mai Muang festivities.

Impact on Malaysia’s Tourism Sector While Thailand’s Songkran boosts regional tourism, Malaysia’s travel industry may face indirect competition, particularly in border states like Kedah, Penang, and Kelantan, where Songkran-related travel could divert some Malaysian tourists. However, Malaysia’s own festive season, including Hari Raya and Wesak Day, may offset potential losses by attracting regional visitors.

Tour operators in Malaysia told Bloomberg that while Songkran does not directly compete with domestic celebrations, heightened regional travel demand could lead to temporary staff shortages or higher transport costs during peak periods. Airlines and hotels in northern Malaysia may see marginal benefits if Thai tourists extend trips northward, though no direct data on cross-border travel was provided.

Sector and Company-Specific Insights The Songkran surge benefits Thailand’s hospitality and retail sectors, with hotels in Bangkok, Phuket, and Chiang Mai reporting near-full occupancy. Major shopping districts, including Siam Paragon and CentralWorld, experienced increased foot traffic, particularly during water festival events. Local businesses, from street vendors to luxury resorts, are capitalizing on the holiday’s economic impact.

In contrast, Malaysia’s tourism players remain focused on domestic and regional festivals. Genting Malaysia Berhad and AirAsia Group Berhad have not reported direct Songkran-related impacts but continue monitoring regional travel trends. The Malaysian Association of Hotels (MAH) stated that while Songkran does not significantly affect Malaysia’s tourism calendar, it underscores the importance of diversifying festive season offerings to maintain competitiveness.

Outlook and Long-Term Implications Thailand’s tourism authority remains optimistic about Songkran’s economic contribution, projecting sustained growth in international and domestic travel. The festival’s cultural significance and government-backed promotions are expected to drive further revenue in the coming years. However, challenges such as infrastructure strain and environmental concerns, particularly in popular destinations like Phuket and Bangkok, may require long-term planning.

For Malaysia, the Songkran phenomenon highlights the need for strategic tourism diversification. While direct competition is limited, proactive marketing during Malaysia’s peak festive seasons—such as Hari Raya and Deepavali—could help capture regional tourist spending. Industry analysts suggest that cross-border tourism initiatives, including joint promotions with Thailand, may mitigate potential spillover effects while maximizing regional economic benefits.

Related: Bangkok