Isaan illuminates: Thai govt sparks tourism surge in the northeast for economic radiance

The northeast region of Thailand, known as Isaan, is set to become a new focal point for tourism growth. It is part of the government and the Tourism Authority of Thailand (TAT) initiative geared towards stimulating economic activity in secondary cities.

The plan was unveiled last month during the China International Travel Mart 2023 where TAT promoted Isan to Chinese tourists to encourage more overland trips.

This week, the Cabinet held its first roaming meeting in Nong Bua Lam Phu, the nation’s poorest province, and plans to visit other Isaan provinces. The move aims to revive the region’s economy and elevate its tourism profile. Stakeholders in the northeast tourism sector have expressed optimism about this initiative, particularly regarding the potential development of public infrastructure.

According to Nalumon Raksapakdee, vice president of the Tourism Council of Nong Khai, the province’s tourism industry has been adversely affected by slow border trade and a weak Lao kip. Consequently, there has been a decrease in visitors from Laos, who are key contributors to the local economy. However, Laos’ residents, despite rising costs, tend to bypass Nong Khai in favour of bigger tourist cities such as Bangkok and Phuket.

Nalumon explained that the province, which is heavily reliant on domestic and Lao tourists, needs to attract new markets to sustain its tourism. This includes expats and Chinese tourists. During the Cabinet’s roaming meeting, proposals were submitted to provide Chinese language training to staff and establish a Chinese consulate in the province, reported Bangkok Post.

The proposed consulate would assist Chinese tourists travelling from Laos via the China-Laos railway. Additionally, foreigners living in Thailand could apply for a Chinese visa more easily, potentially combining trips to China’s southern cities with visits to Nong Khai and Laos.

Tourism products

The province offers a plethora of tourism products including food, natural beauty, and faith and spiritual attractions. Nalumon suggested that Nong Khai should be combined with Laos and China to attract leisure and business travellers, thereby increasing revenue.

Poppon Kasemsan Na Ayutthaya, president of the Tourism Council of Khon Kaen, echoed similar sentiments, highlighting the potential of the region’s unique culture in promoting tourism. Examples of this culture include Isaan food, Mudmee silk, mor lam folk music and Isaan-style massage.

He also expressed hopes that the government would elevate Khon Kaen’s status as a major city for business meetings and trade in the Greater Mekong Subregion, attracting more business opportunities as well as international flights. This would also require the development of the province’s public transportation.

Panchana Vatanasathien, president of the Khao Yai Tourism Association and vice president of the Tourism Council of Nakhon Ratchasima, also known as Korat, called for long-term initiatives to boost Isaan tourism. These include sustainable tourism education for operators and staff, universal design development, and waste reduction.

She also suggested developing transport projects, including public transport within the city and the acceleration of the Korat motorway, to improve logistics and tourism competitiveness.