Thailand is set to usher in summer tourism with its ambitious campaign titled ‘Summer Invitation 2025’, spearheaded by Central Pattana Plc (CPN). The company recently announced its substantial investment of 600 million baht to reshape shopping centers throughout the country, aiming to establish these venues as 'Global Summer Destinations' for travelers worldwide.
Dr. Nattakitti Tangpongsitthana, the managing director of marketing at CPN, disclosed this exciting initiative, which aligns with the Thailand Tourism Authority’s (TAT) vision for 2025. The campaign is explicitly timed to coincide with the summer season, which typically sees heightened consumer spending, particularly during the beloved Songkran festival. Dr. Tangpongsitthana stated, "Our goal is to transform Thailand to be the 'Global Summer Destination' responding to the Tourism Authority's policy." This transformation of shopping centers will encompass all lifestyle aspects, making them one-stop destinations for shopping, dining, and entertainment.
The summer months are particularly lucrative for tourism, as people tend to travel extensively during school holidays. Recent projections from Thai airports indicate there will be over 640,000 flights during the summer of 2025, accommodating more than 87 million passengers. Among these, international travelers are expected to increase by 30% compared to the previous year—a promising sign for the tourism sector.
Central Pattana is gearing up to host over 1,000 unique Magnet Events across its malls nationwide, capitalizing on the opportunity to attract both domestic and international visitors. The campaign will also highlight Thailand’s rich cultural heritage and vibrant summer experiences, fostering what CPN describes as ‘experiential tourism’—a trend gaining considerable global traction. "We are prepared to create ‘Reason to Visit’ responding to global trends of experiential tourism," emphasized Dr. Nattakitti.
Among the marquee attractions is the Thailand’s Songkran World Water Festival, which will occur from April 11 to 16, 2025. This festival is expected to showcase Thailand's famous water fights and cultural displays across 34 Central shopping centers, marking it as both festive and commercially significant. The event promises to transform CentralWorld and other malls dramatically, featuring immersive experiences deeply embedded within Thai traditions.
Renowned for its elaborate celebrations, the Songkran festival will also feature musical entertainment, presenting performances from popular Thai artists and the much-anticipated Thai Rhythm Songkran Festival. Scheduled from April 12 to 14, this event aims to blend traditional Thai music with modern performances from vibrant figures such as rapper Joey Boy. Additional festivities at CentralWorld, branded as 'Songkran Mahabantheng', will offer visitors stunning entertainment packed with activities lasting long past the traditional celebration dates from April 9 to 20.
To capture the attention of the younger generation, Central Pattana has enlisted rising stars such as Sarocha and Rebecca Armstrong as brand ambassadors for the campaign. This move aims to make the campaign appealing to Gen Z travelers, who are becoming increasingly important as they grow their influence within the tourism sector.
Central Pattana’s campaign is not devoid of reflection on broader societal trends, as it showcases local events catering to diverse tourist interests—from fashion shows to food festivals—and targets both domestic tourists and international travelers from Asia, Europe, the Americas, and the Middle East.
Among the various events planned are the Pattaya International Kite on the Beach 2025 and the Summer Fashion Show at CentralWorld, reflecting regional culture intermixed with international flair. The successful 'Taste of Samui' event will also return, featuring award-winning chefs to attract gastronomes eager to explore Thai cuisine.
Local and international economic recovery is hoped to be boosted through this series of events. Dr. Nattakitti's vision and commitment to enriching the tourism experience are expected to create inclusive opportunities for local businesses, delight tourists, and strengthen the connection between Thailand's vibrant culture and international visitors.
The 'Summer Invitation 2025' campaign aims not merely to attract tourists but also to invigorate the local economy by enhancing consumer spending and contributing to sustainable tourism growth. If successful, the initiative could reaffirm Thailand's position as both a travel destination and cultural hub, justifying its title as the 'Destination of the Year 2025'.
Through these innovative strategies and partnerships, the campaign is set for impactful entry, promising something for everyone - locals and visitors alike - to enjoy this summer.