11 Apr 2025
By Thana Siriwallop and Premnida Dhanarajata, Sasin Management Consulting (SMC)
Songkran and Loy Krathong festivals are well-known globally for their uniqueness and cultural diversity. People are drawn to cultural festivals because of their entertainment value and spiritual significance. Whether water splashing during Songkran or making a wish as you float a krathong, there’s something special about these traditions. Despite their popularity, Songkran and Loy Krathong have not yet reached their full potential in boosting tourism. Many people know about them, but relatively few people make the trip to experience them firsthand.
A study on the festival awareness and engagement rate of 2,200 potential foreign tourists conducted by Sasin Management Consulting (SMC) revealed a significant gap between awareness and participation in Thailand’s Songkran and Loy Krathong festivals. While three-quarters of respondents had heard of Songkran, only 20% had actually visited Thailand during the festival. A similar pattern is evident for Loy Krathong, with only 16% of the respondents having visited Thailand during the festival despite an awareness level of over 50%.
An analysis of inbound international tourism trends in Thailand from 2018, 2019, and 2024 (excluding the COVID-affected years) reveals no significant change in tourist arrivals during April (Songkran) or November (Loy Krathong). Of those who travelled to Thailand during Songkran and Loy Krathong, the majority (63%) were primarily motivated by general interests to travel to Thailand rather than the festivals themselves. Only a third of these travelers planned their trips with the sole purpose of participating in the festivals.
The study also delved into the factors that influenced travelers’ decisions to attend cultural festivals. The results suggested that the primary drivers, ranked by importance, are Safety and Security, Transportation, Festival Management, Infrastructure System, and Festival Activities.
Meanwhile, when asked about the main reasons why foreign visitors are reluctant to attend Thai cultural events, 24% of participants raised concerns about the unpredictability of Thailand’s security measures during the festivals. In addition, almost a quarter of the respondents said that unfamiliarity with the Thai festivals was the reason for their disinterest. Another significant barrier was the festival’s poor management, which discouraged tourists from visiting Thailand, instead opting for a more convenient destination elsewhere. Finally,13% of those respondents explained that their lack of interest was due to inadequate facilities that fell short of global standards.
The study reveals a clear disconnect between the key factors driving foreign tourists to attend cultural festivals and the current state of Thai cultural events. While infrastructure, festival management, safety, transportation, and festival activities are top priorities for attracting international visitors, Thai festivals struggle to deliver on these factors. This gap between valued quality and existing limitations hinders Thailand’s ability to fully capitalize on its cultural festival and attract an international audience.
One significant untapped potential of Thai festivals lies in their rich cultural heritage. While Songkran is globally recognized for its vibrant and fun-filled water fights, its deep cultural roots are often overlooked. Thailand has yet to showcase this cultural dimension effectively internationally. This reflects a significant opportunity for Thai tourism, especially given that 70% of targeted foreign tourist respondents in the study praised Thailand’s cultural value. Instead of viewing entertainment and cultural aspects as mutually exclusive, Thailand should strive to blend these two elements, maximizing the opportunity to reach a broader range of tourists.
In short, while Songkran and Loy Krathong are already popular they have significant untapped potential in boosting tourism. There is a gap between awareness and actual participation, driven by concerns about safety, infrastructure, and a lack of focus on Thailand’s rich cultural heritage. To reach their full potential, these festivals need a better blend of entertainment and cultural elements, including international standards in implementing infrastructure and festival management.
By addressing these issues, Thailand could position its festivals as world-class cultural events, attracting significantly more international visitors and establishing itself as among the best cultural celebrations globally.
A study on the festival awareness and engagement rate of 2,200 potential foreign tourists conducted by Sasin Management Consulting (SMC) revealed a significant gap between awareness and participation in Thailand’s Songkran and Loy Krathong festivals. While three-quarters of respondents had heard of Songkran, only 20% had actually visited Thailand during the festival. A similar pattern is evident for Loy Krathong, with only 16% of the respondents having visited Thailand during the festival despite an awareness level of over 50%.An analysis of inbound international tourism trends in Thailand from 2018, 2019, and 2024 (excluding the COVID-affected years) reveals no significant change in tourist arrivals during April (Songkran) or November (Loy Krathong). Of those who travelled to Thailand during Songkran and Loy Krathong, the majority (63%) were primarily motivated by general interests to travel to Thailand rather than the festivals themselves. Only a third of these travelers planned their trips with the sole purpose of participating in the festivals.The study also delved into the factors that influenced travelers’ decisions to attend cultural festivals. The results suggested that the primary drivers, ranked by importance, are Safety and Security, Transportation, Festival Management, Infrastructure System, and Festival Activities.Meanwhile, when asked about the main reasons why foreign visitors are reluctant to attend Thai cultural events, 24% of participants raised concerns about the unpredictability of Thailand’s security measures during the festivals. In addition, almost a quarter of the respondents said that unfamiliarity with the Thai festivals was the reason for their disinterest. Another significant barrier was the festival’s poor management, which discouraged tourists from visiting Thailand, instead opting for a more convenient destination elsewhere. Finally,13% of those respondents explained that their lack of interest was due to inadequate facilities that fell short of global standards.The study reveals a clear disconnect between the key factors driving foreign tourists to attend cultural festivals and the current state of Thai cultural events. While infrastructure, festival management, safety, transportation, and festival activities are top priorities for attracting international visitors, Thai festivals struggle to deliver on these factors. This gap between valued quality and existing limitations hinders Thailand’s ability to fully capitalize on its cultural festival and attract an international audience.
One significant untapped potential of Thai festivals lies in their rich cultural heritage. While Songkran is globally recognized for its vibrant and fun-filled water fights, its deep cultural roots are often overlooked. Thailand has yet to showcase this cultural dimension effectively internationally. This reflects a significant opportunity for Thai tourism, especially given that 70% of targeted foreign tourist respondents in the study praised Thailand’s cultural value. Instead of viewing entertainment and cultural aspects as mutually exclusive, Thailand should strive to blend these two elements, maximizing the opportunity to reach a broader range of tourists.
In short, while Songkran and Loy Krathong are already popular they have significant untapped potential in boosting tourism. There is a gap between awareness and actual participation, driven by concerns about safety, infrastructure, and a lack of focus on Thailand’s rich cultural heritage. To reach their full potential, these festivals need a better blend of entertainment and cultural elements, including international standards in implementing infrastructure and festival management.
By addressing these issues, Thailand could position its festivals as world-class cultural events, attracting significantly more international visitors and establishing itself as among the best cultural celebrations globally.