The Tourism Authority of Thailand (TAT) Mae Hong Son Office is inviting travellers to discover the beauty of the Green Season with “Feel All the Feelings @ Maehongson: Rainy Charm”, taking place from 3–5 July 2026 along Pai Walking Street.
Designed to showcase the unique appeal of Mae Hong Son during the rainy season, the three-day event blends nature, local culture, art and live music against the laid-back atmosphere that has made Pai one of northern Thailand’s most beloved destinations. Organisers expect more than 8,000 visitors throughout the festival.
The opening ceremony was presided over by Mr. Wiboon Waewbandit, Governor of Mae Hong Son Province, alongside Mr. Napon Pahumanto, Chief District Officer of Pai, and Mr. Akkadet Taprab, Mayor of Pai Municipality.
Festival-goers can explore Pai Walking Street, which has been transformed under the “Maehongson: Rainy Charm” concept with a series of creative art installations and interactive spaces celebrating the romance of the rainy season, local lifestyles and Pai’s welcoming spirit. Highlights include the Music Tunnel, Pai Tubing Tunnel, Rainy Charm Tunnel, Pai Colourful Tunnel and the central Rainy Charm Activity Plaza.
Visitors are also invited to take part in a variety of hands-on Art Workshops, including caricature sketching, body painting and decorative lantern painting, while enjoying live performances featuring local music and cultural traditions that reflect the rich heritage of Mae Hong Son.
Another major highlight is the Pai Jazz & Blues Festival 2026, organised in collaboration with local tourism operators. The festival features Thai and international jazz and blues musicians performing at 10 participating restaurants, bars and cafés across Pai. All performances are free of charge, encouraging visitors to extend their stay and experience the town’s vibrant creative scene during the Green Season.
Governor Wiboon said the event represents an important collaboration in promoting tourism at the beginning of the rainy season while reinforcing Pai’s reputation as a year-round destination. He added that the festival is expected to stimulate the local economy, generate income for businesses and communities, and bring renewed energy to the town.
Mr. Keng Chaiwarin, Director of the TAT Mae Hong Son Office, explained that the event forms part of TAT’s national “Amazing Thailand – Feel All the Feelings” campaign, which aims to encourage year-round travel by offering meaningful experiences that inspire happiness, relaxation and emotional connection. The initiative also seeks to reposition Mae Hong Son’s rainy season as one of the province’s most rewarding times to visit.
The programme consists of two main components: the transformation of Pai Walking Street with immersive photo installations, artistic tunnel displays and interactive workshops under the “Feel All the Feelings @ Maehongson: Rainy Charm” concept, alongside the Pai Jazz & Blues Festival 2026, which takes place at 10 participating venues from 3–5 July.
TAT Mae Hong Son believes the event will encourage both domestic and international travel during the Green Season, support local businesses and communities, and further strengthen Mae Hong Son’s position as one of Thailand’s most captivating rainy-season destinations.
