Launching 3 Exclusive Online Campaigns and Mobilizing Creators to Celebrate Thai Heritage and Shared Joy during "Songkran 2026"
TikTok, the global discovery platform, and the Tourism Authority of Thailand (TAT) have announced a strategic partnership to elevate Thai culture as a pivotal global Soft Power. To stimulate the national economy, they are launching three exclusive campaigns for "Songkran 2026" on TikTok LIVE, aiming to create a borderless digital cultural experience. This initiative leverages LIVE streaming as a core tool to captivate a new generation of global travelers, building on the massive success of the "Wonder Thai Festival" in March, which generated an over 24% increase in engagement.
Elevating Thai Culture as a "Magnet" and a Real-Time Bridge to Tourism
The success of the Wonder Thai Festival campaign in March, which recreated the vibrant atmosphere of a traditional Thai temple fair ("ngan wat") on smartphone screens, generated engagement rates as high as 24%. The campaign also saw 10% more creators participating in LIVE sessions compared to other campaign types.
These results underscore that "Thai culture, traditions, and identity" are powerful, magnetic content themes that strongly resonate with over 50 million TikTok users in Thailand. This success was further amplified by the development of TikTok LIVE's Virtual Gifts and customized User Interface (UI), specially designed to reflect Thai festive themes and cultural elementsbringing Thai traditions closer to audiences and making cultural participation more accessible than ever before.
This momentum follows the exponential growth of TikTok LIVE in Thailand in 2025, with the number of LIVE Creators soaring to 11.4 million (a 117% increase). Total LIVE views reached 8 billion (up 38%) per month. These figures underscore the platform's robust ecosystem and the deep engagement of its community, reinforcing its capability as a primary gateway for broadcasting Thai culture to a global audience.
Driving the "Value over Volume" Strategy through the "Sub-Culture Economy"
This collaboration aligns with TAT's vision of shifting toward high-quality tourism (Value over Volume). By tapping into TikTok's global ecosystem, the partnership reaches high spending Sub-Culture communities with deep engagement, such as Foodies, Art & Design enthusiasts, and Cultural Seekers.
TikTok has mobilized TikTok LIVE Creators as cultural ambassadors. Rather than just showing festive crowds, these creators curate "New Travel Experiences" and highlight "Unique Local Identities." This is the key to converting digital views into actual travel decisions among premium travelers seeking meaningful, high-value experiences.
Launching 3 Landmark Campaigns to Create a Global "Festive Moment"
To make Songkran 2026 the most vibrant and joyous celebration yet, TikTok and TAT are introducing three highlight activities on TikTok LIVE:
Mrs. Chanida Klyphun, Director of Public Policy SEA, TikTok, stated "TikTok is proud to play a role in elevating Thailand's Soft Power on the global stage through the strength of our platform as a global community. Beyond advanced technology, we are powered by millions of creators who serve as important voices in bringing Thai culture to life in the digital world. Our continued collaboration with the Tourism Authority of Thailand (TAT) through TikTok LIVE initiatives opens the door for audiences worldwide to experience the charm of Thailand in real time. We believe that authentic content from creators can spark interest in Thai festivals and culture, inspiring travel decisions both during and beyond the festive season, and reinforcing TikTok's role in driving Thailand's tourism industry in a tangible way."
Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), added "TAT continues to adapt to global digital trends, where audiences seek authenticity and tangible experiences. Elevating Thailand's Soft Power to the global stage requires tools that can effectively and precisely reach target audiences, and TikTok LIVE has proven to be one of the most powerful platforms for promoting tourism in today's landscape. This marks our years of collaboration with TikTok, reflecting our confidence in its ability to connect with younger generations and global travelers. For this Songkran campaign, TAT is also supporting Thailand travel packages for winning creators who participate in TikTok LIVE activities, encouraging continued engagement and real travel experiences. Collaborating with TikTok LIVE creators across various festivals helps transform Thai traditions into something fun, accessible, and inspiringmotivating audiences not only to experience Songkran, but to visit Thailand throughout the year."
Join the "Saneh Thai" Event on April 10!
Don't miss it! On April 10, 2026, get ready to meet a lineup of Thailand's top TikTok LIVE creators, appearing as special celebrity guests at the "Saneh Thai" event hosted by the Tourism Authority of Thailand (TAT). Experience the charm of Thai culture through the eyes of a new generation of creators, as they take you through the event atmosphereincluding "Saneh Art by Songkran Festival," a curated showcase of works by Thai artists that express cultural identity through creative character design featured throughout the venue.
Highlights include works from artists such as Mamuang, 2CHOEY, POORBOY, TOMATO TWINS, and CRY BABYeach installation telling its own unique story and inspiration, reflecting Thai identity through a contemporary lens. The event also features engaging on-site activities, from large-scale art installation photo spots designed for content creation, to artist meet-and-greet sessions, as well as interactive workshops where participants can create their own character designs.
All of this will be streamed live exclusively on TikTok LIVE. Users can easily join the celebration by searching #Songkran2026 and #AmazingThailand on TikTok.