Chiang Mai’s Resilient Tourism: Songkran Success Amidst Challenges in 2025

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In the enchanting city of Chiang Mai, a captivating chapter unfolded during the recent Songkran holiday. The city’s hotels, despite offering surprisingly reduced room rates compared to previous years, managed a commendable performance. This strategic pricing maneuver was designed with last-minute domestic travelers in mind, who found their confidence dampened by the recent earthquake that trembled through Thailand and Myanmar. As a result, bookings were somewhat slow to spike this year, casting a shadow over the bustling holiday spirit.

Paisarn Sukjarean, the astute President of the Thai Hotels Association’s upper northern chapter, highlighted the lingering unease among locals. He noted that many Thais continued to feel unsettled following the quake, resulting in a modestly cautious approach to holiday booking. However, like a phoenix rising, hotels in Chiang Mai maintained an impressive occupancy rate of 85% throughout April 12-16, equal to last year’s flourishing figures. It’s a testament to the resilience and charm of the destination.

In previous years, this season would witness hotels raising their room rates by a hefty 30%, charging 800-1,200 baht extra. But 2025 saw a different approach. This time, a modest hike of merely 10%, or 200-300 baht, was implemented to lure local travelers carefully. Amidst these adjustments, guest safety was paramount; following the earthquake, hotels underwent two thorough inspections by experts and officials to ensure everything was shipshape for visitors to relax and enjoy their stay.

Despite concerns about PM2.5 levels threatening to cloud the festivities, the air quality had improved compared to last year, much to the relief of tourists and hosts alike. Yet, Paisarn noted an elephant in the room—the perception of traveler safety in Thailand abroad still loomed with its own set of challenges.

Over in the Chinese market, reclaiming buoyancy has been a work in progress. With recent unsettling news citing the unfortunate plight of Chinese actor Wang Xing, who was lured into working at a scam center in Myanmar, Thailand’s standing as a transit hub shook its reliability.

But fear not, for Chiang Mai is crafting a new narrative. Patsalin Swetarat, director of the Tourism Authority of Thailand’s Chiang Mai office, detailed a captivating strategy to reposition the province. Under the “12 months, 12 themes” banner, Chiang Mai is actively promoting itself as a vibrant hub for festivals and cultural events. The Songkran celebrations alone, spanning April 12-16, drew a hefty crowd of 146,000 tourists, 60% of whom were Thai. This influx contributed an impressive 1.6 billion baht to the province’s coffers—the echoes of joy filling the air as tourists reveled in the unique blend of tradition and festivity.

Interestingly, the diversity of visitors showed an intriguing mix, with the majority hailing from South Korea and Europe. However, the Chinese tourist turnout, traditionally robust, was notably less bountiful this year. Regardless, tourists were content to spend an average of 4,600 baht daily, buoying the local economy and leaving a trail of smiles in their wake.

Looking ahead, the spotlight is set to shine on Chiang Mai as it gears up to host the Thailand Travel Mart Plus, an esteemed business-to-business conclave in June. The event is poised to boost the province’s status as a leading traditional and cultural destination, all while highlighting the strides being made towards innovation and sustainability. An estimated 500 attendees and 1,000 Thai tourism operators will converge, bringing an electrifying energy to the region, and perhaps, a chance to rewrite its global reputation one step at a time.