Chiang Mai The City of Life, Wellness and Festival

October 10

Chiang Mai: The City of Life, Wellness and Festival by TAT Chiang Mai at Storied Ping River.
Press Release
TAT Chiang Mai Presents 2026 Tourism Marketing Direction
Under the Concept “Chiang Mai: The City of Life, Wellness and Festival”
October 10, 2025, at Stories Ping River, Chiang Mai – The Tourism Authority of Thailand (TAT) Chiang Mai Office unveiled its 2026 tourism marketing direction under the concept “Chiang Mai: The City of Life, Wellness and Festival.”
The event was well attended by representatives from government agencies, private sectors, and tourism partners, who came together to explore strategies to further drive Chiang Mai’s tourism industry in the coming year.
Mr. Watcharayut Kuawang, Director of the TAT Chiang Mai Office, stated that “The year 2026 marks a new chapter in energizing Chiang Mai’s tourism industry under the concept Chiang Mai: The City of Life, Wellness and Festival. Our goal is to position Chiang Mai as a vibrant city of well-being and festivals. TAT Chiang Mai will continue to collaborate with all sectors to enhance value, connect the tourism economy, and elevate Chiang Mai toward becoming a truly global destination.”
Four Key Projects Driving Chiang Mai’s 2026 Tourism Marketing
TAT Chiang Mai has outlined four flagship projects under two main strategies — expanding quality tourist markets and promoting sustainable growth:
1. Chiang Mai Hideaway – Encouraging more frequent travel among Gen Y through unique, responsible, and sustainable road trip routes designed to offer meaningful travel experiences.
2. Chiang Mai Beyond Workation – Stimulating weekday travel via special promotions and travel packages developed with local partners to boost spending and extend visitor stays.
3. Chiang Mai Sensory Retreat – Offering “life rewards” to wellness seekers through experiences that integrate nature, Lanna wisdom, and holistic health practices.
4. Chiang Mai Festive Journey – Showcasing the essence of Lanna identity through its culture, cuisine, and nature, leveraging Chiang Mai’s soft power to attract international residents in Thailand to engage in “Meaningful Travel.”

2026 Highlights
Position Chiang Mai as a regional hub for wellness tourism and high-end travel, connecting with the upper northern provinces.
Create year-round vibrancy through international-scale festivals, such as the Chiang Mai Flower Festival 2026, Songkran Festival (Pi Mai Mueang Chiang Mai), Yi Peng Festival, and Chiang Mai Pride.
Promote Lanna identity products and experiences alongside a strong commitment to sustainability and environmental responsibility.
Strengthen digital marketing strategies, creative communications, and partnerships with international influencers and KOLs to expand quality market reach.

Tourism partners — including the Chiang Mai Tourism Industry Council, Chiang Mai Tourism Business Association, and Skål International Chiang Mai — also shared insights and collaborative frameworks to further establish Chiang Mai as a City of Festivals, Wellness, and Economic Opportunities for all stakeholders.
Mr. Weerapong Ritrod, Deputy Governor of Chiang Mai Province, delivered closing remarks on “Chiang Mai’s Tourism Development Direction for 2026”, emphasizing cross-sector collaboration among government, private, and community sectors to develop Chiang Mai into a world-class quality tourism destination that grows sustainably and drives tangible local economic benefits.
The province remains committed to advancing the “12 Months, 12 Festivals” initiative, promoting continuous tourism throughout the year. Each month will feature events celebrating Lanna identity, elevated to international-level festivals, including the Yi Peng Lantern Festival, Chiang Mai Flower Festival, Songkran Festival, and Chiang Mai Pride — all designed to generate income across communities and strengthen Chiang Mai’s year-round tourism economy.