The Tourism Authority of Thailand (TAT) has unveiled plans to promote the lower central region as part of the government’s initiative to enhance local soft power and encourage cross-regional tourism. The initiative aims to attract more flights to Hua Hin Airport, reflecting a comprehensive directive issued by Prime Minister Srettha Thavisin during the 3rd roving Cabinet meeting of 2024, held from May 13-14 in Phetchaburi.
Prime Minister Srettha emphasized the promotion of the ‘4 Buri’ cities in the lower central region—Suphan Buri, Kanchanaburi, Ratchaburi, and Phetchaburi provinces. This effort aims to boost tourism and promote Khao Ngu Stone Park in Ratchaburi as a key recreational and sport tourism destination. Additionally, traditional bull racing in Phetchaburi is to be promoted as a sport tourism event to preserve local culture.
In parallel, Hua Hin Airport is slated for upgrades to become an international airport by October 2025. Planned improvements include expanding the runway to accommodate larger aircraft and enhancing the passenger terminal to better serve travelers.
TAT Governor Thapanee Kiatphaibool stated, “TAT is enhancing tourism promotions in the lower central region by leveraging established tourist destinations like Phetchaburi and Prachuap Khiri Khan as gateways to hidden gems in Suphan Buri, Ratchaburi, and Kanchanaburi, as well as other cross-regional cities. We are promoting must-do activities to
encourage more travel and distribute tourism income more evenly across the region.”
TAT’s campaign features five essential activities: Must Beat (Muay Thai), Must Eat (Thai food), Must Seek (Thai culture), Must Buy (Thai fabric), and Must See (Thai shows).
Phetchaburi, a UNESCO Creative City of Gastronomy, will be highlighted for its Must Eat category due to its renowned high-quality sea salt, key limes, and palm sugar. Local dishes and beverages such as Kaeng Kua Hua Tan (toddy palm curry) and Lime Palm Soda will be promoted. The province will also feature the annual Phra Nakhon Khiri Festival, elevated to an international scale, and a new landmark—the largest naga statue in Thailand at Wat Tham Chaeng in Cha-Am.
Hua Hin Airport in Prachuap Khiri Khan will be promoted as a central travel hub linking major and hidden-gem destinations in the lower central region. The airport currently handles AirAsia’s daily flights between Hua Hin and Chiang Mai, with discussions ongoing for direct flights from Hat Yai.
Suphan Buri, Kanchanaburi, and Ratchaburi will also receive increased promotion for their distinct cultural identities. Suphan Buri, recognized as a UNESCO Creative City of Music, is known for its revered temples and famous chiffon cake. Kanchanaburi, famous for the annual River Kwai Bridge Week, offers numerous natural and cultural attractions. Ratchaburi is celebrated for its local arts and crafts.
From January to April 2024, TAT recorded 36.96 million trips to the lower central region, generating 161.78 billion Baht. For the entire year, TAT has set a target of 103.07 million trips and an income of 464.6 billion Baht.
