Showcasing the potential of Northern Thailand tourism through legendary tales and “Grand Moments,” the campaign, which has been heavily promoted to Chinese media and tour agents, aims to attract a very grand future number of 26.5 million visitors to the region and generate at least 174 billion baht in tourism revenue.
The Tourism Authority of Thailand (TAT), led by Somchai Chompoonoi, Executive Director of the Northern Region, and Chuwit Siriwechakul, Executive Director of East Asia Region, in collaboration with public and private sector partners and media representatives, have officially launched the “Caravan Following the Legends of 17 Northern Provinces” campaign. The caravan runs from 10th to 26th June 2025, with the objective to promote Northern Thailand’s tourism potential and foster travel dispersion from major cities to emerging destinations through the increasingly popular self-drive travel trend, especially among Chinese tourists.
This initiative aims to strengthen tourism and cultural ties between China, Thailand, and Laos, while stimulating local economies and distributing income to communities along the caravan route. The caravan comprises 150 participants and 35 vehicles, beginning its journey on June 10 along the R3A route connecting Kunming and Xishuangbanna in China, through Laos, and into 17 provinces in Northern Thailand. The travellers are supposedly quality tourists from Yunnan Province, China.
On 12th June the caravan arrived at the Chiang Khong border checkpoint, where they were warmly welcomed by Udom Pokpongbawrngul, Chiang Khong District Chief, along with local authorities, private sector representatives, and media. On 13th June the group was officially welcomed at a reception dinner hosted at The Heritage Chiang Rai Hotel & Convention by Norasak Suksomboon, Deputy Governor of Chiang Rai.
This caravan marks a symbolic gateway for welcoming Chinese travellers via land routes into Northern Thailand.
The caravan will experience rhe ‘iconic’ legends such as;
The legend of the Emerald Buddha at Wat Phra Kaew, Chiang Rai
The Tai Lue heritage at Wat Saen Mueang Ma, Phayao
The “Whispering Love” mural at Wat Phumin, Nan
Historical homes in Phrae at Wat Chom Sawan and Khum Wongburi
The mystical Loub Bua Gate in Uttaradit
The talking Buddha of Wat Si Chum in Sukhothai Historical Park
Phitsanulok’s story at Wat Phra Sri Rattana Mahathat
Chalawan the crocodile king at Bueng Si Fai, Phichit
The ancient town of Si Thep at Khao Khlang Nok, Phetchabun
The origin of the Chao Phraya River at Pasan Building, Nakhon Sawan
The raft community on the Sakae Krang River, Uthai Thani
The undying love legend at Wat Phra Borommathat Nakhon Chum, Kamphaeng Phet
The legacy of King Taksin at Wat Doi Khoi Khao Kaew, Tak
Khon Kaen Nakhon legend at Wat Chai Mongkhon, Lampang
The Queen Chamadevi legend at Wat Phra That Hariphunchai, Lamphun
Queen Suphankalaya’s story at Wat Nam Hu, Mae Hong Son
The legacy of Princess Dara Rasmi at Wat Pa Dara Pirom, Chiang Mai
In addition to these legendary stories, the route integrates “Grand Moments” tourism experiences across the 17 provinces. These include:
Grand Experience: Scenic self-driving routes showcasing winding mountain roads and the charm of Lanna culture.
Grand Destination: Visits to UNESCO heritage sites, iconic temples, and immersive local lifestyles.
Grand Delight: Sampling diverse regional dishes, shopping for exquisite local handicrafts, and experiencing the warmth of Northern Thai hospitality.
Highlighted destinations along the caravan include:
Wat Rong Khun (White Temple), Chiang Rai
Kwan Phayao and Wat Nantaram, Phayao
Mo Hom Indigo Street, Phrae
Phraya Phichai Dap Hak Monument and Wat Phra That Silapachan, Uttaradit
Wat Tha Sung, Uthai Thani
Wat Awat Yai and the Four Posture Buddha at Kamphaeng Phet Historical Park
Wat Phra That Lampang Luang and a horse-drawn carriage tour in Lampang
Pai Historical Bridge, Mae Hong Son, and many more.
For more information, please visit the GoNorthThailand Facebook Fan Page.
