Thailand’s “Mueang Na Tiew: Year of Celebration” campaign redefines the Green Season, traditionally spanning June to September, as a peak travel period. Orchestrated by the Tourism Authority of Thailand, it targets diverse groups—from digital nomads to LGBTQ+ travelers—through curated experiences and deals with airlines and financial institutions. The initiative aims to generate 500 million baht in tourism revenue, promote secondary cities, and disperse visitors across regions, while fostering sustainable local economies. Further details provide insight into specific themes and impacts.
Although Thailand’s rainy months are often overlooked by travelers, the Tourism Authority of Thailand has launched the “Mueang Na Tiew: Year of Celebration” campaign as part of the broader “Amazing Thailand Grand Tourism Year 2025” initiative, aiming to reposition the Green Season as a prime period for domestic travel.
This campaign, set to run from June through September 2025, focuses on 55 secondary cities throughout Thailand, with the goal of generating at least 500 million baht in direct tourism revenue. By targeting a wide array of traveler types—including digital nomads, solo explorers, food enthusiasts, families, and LGBTQ+ couples—the campaign seeks to extend tourists’ stay durations and deepen travel engagement. The initiative also aims to reach over ten million people and attract 250,000 active travelers in order to amplify its national impact.
The “Mueang Na Tiew: Year of Celebration” places special emphasis on curated travel experiences, offering twelve distinct themes tailored to various interests. These range from cultural immersions and adventure activities to culinary explorations, ensuring that the campaign appeals to a diverse set of preferences. Collaboration between public and private sectors underpins the campaign’s strategy, bringing together travel brands, airlines, and financial institutions to offer travelers exclusive deals and perks.
Curated journeys span twelve unique themes, from cultural immersions and adventures to culinary discovery, catering to every traveler’s interests.
The strategy is designed not only to increase the number of visitors to these lesser-known cities but also to disperse tourism income more equitably across the country. By encouraging longer stays and regional spending, the initiative supports local economies, distributes tourism benefits to communities outside the main tourist hubs, and stimulates job creation in tourism-related sectors. Travelers can expect significant savings compared to peak seasons, with daily costs potentially as low as regional variations would permit in Southeast Asia.
Economic sustainability is a central focus, with the campaign aiming to strengthen Thailand’s tourism industry while promoting long-term growth in regional areas. Collaboration between public and private sectors underpins this effort, enabling expanded travel opportunities and the development of unique local brands for each secondary city.
The marketing campaign leverages the Green Season’s natural appeal, while also utilizing targeted promotional strategies to reach emerging travel subcultures and lifestyle trends.
Through these methods, the “Mueang Na Tiew: Year of Celebration” initiative seeks to redefine the traditional limitations of Thailand’s tourism calendar. By spotlighting the rainy season and secondary destinations, the campaign aspires to create a robust, sustainable tourism model that supports local communities and elevates the country’s profile as a year-round destination.
