Thailand aims to utilize its unique festivities to attract more foreign visitors through its National Soft Power Strategy Committee. Surapong Suebwonglee emphasized the significant contribution of festivals to Thailand’s overall charm, citing its famous cuisine, rich culture, and diverse tourist attractions.
He recognizes the past shortcomings in promoting Thailand’s soft power due to inadequate planning, whereas Surapong stated, “We are now overhauling the management to enhance revenue generation.”
In pursuit of this objective, Surapong mentioned his committee’s collaboration with relevant agencies to promote traditional festivals and cultural events across the country. He highlighted that this initiative aims to showcase Thai culture and boost the country’s creative economy by promoting local hotels and resorts.
The strategy involves encouraging active participation from both public and private sectors, with the potential establishment of provincial soft power committees. “We envision Thailand as the festival hub, drawing visitors while actively involving local communities in soft power management,” Surapong remarked.
While acknowledging budget allocation delays as a challenge, particularly for this year’s Songkran festival, Surapong assured that his committee would investigate the matter to ensure the events meet international standards.
Strategies in Place
The Thailand Convention and Exhibition Bureau (TCEB) is partnering with four associations to promote Thai festivals globally and leverage them as platforms for business opportunities.
TCEB President Chiruit Isarangkun Na Ayuthaya declares his goal to make Thailand a top festival destination worldwide. “Previously, festivals served to support the local economy. But this new approach signifies a shift towards using festivals as a platform to expand business opportunities, catering to high-spending individuals seeking unique experiences,” he said.
Chiruit also highlighted three essential pillars supporting the initiative:
- Launching world-class events that gain mass support, such as the 2029 International Horticultural Expo to be held in Nakhon Ratchasima, the Formula E race in Chiang Mai for next year, and the World Pride events.
- Mustering support for business festivals can open doors for innovation, elevate entertainment standards, and foster a solidified system in the industry.
- Upscaling the Festival Academy, which was established three years ago, to empower stakeholders further, encourage younger generations to participate, and strengthen ties with partners.
With this regard, TCEB plans to support more than 30 festivals throughout the year, which is projected to attract roughly 2.3 million local and foreign visitors and generate at least 3.6 billion baht.
Related Article: Phuket’s Most Popular Festivals and When They Happen
Going Beyond Festivals
On another note, Varinda Thienachariya, President of the Contemporary Art and Culture Industry Promotion Trade Association, following Thailand’s global spotlight for its art festivals, articulated that artists now have the leverage to publish their work through digital media, like non-fungible tokens (NFT).
In addition to festival tourism, Rut Jiroajvanichakorn, the President of the Thai Mass Participation Sports Trade Association, expresses interest in entering the fast-growing sports tourism industry.
“This trend presents a golden opportunity for Thailand to become a hub for hosting marathons in the region,” he said.
Embracing the Nation’s Soft Power
According to Attaphol Jayadatt, the President of the Thailand Entertainment Creators Network Association, “Festivals go beyond just entertainment platforms. They are essential tools for supporting and strengthening the growth and sustainability of the entertainment industry.”
He also added that festivals enable a space for content creators to showcase their skills and talents while creating more opportunities to build networks within and beyond the industry.
He emphasized that in order for these visions to work, the role of the government plays an important part by investing in its people’s skills and training them to be globally competitive.
Related Article: Cultural Attractions in Phuket
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Featured Image by Mathew Schwartz via Unsplash
