Mega-events and star power propel Thailand’s north-east into the global spotlight
In 2026, the province of Udon Thani – located on a plateau 187m above sea level and home to the Phu Pan mountain range and the Songkhram River – is bridging ancient and modern civilisation while leading tourism growth in Thailand’s north-east.
Udon Thani’s greatest claim to fame is its archaeological heritage, most notably the UNESCO-recognised village of Ban Chiang. The historic settlement is widely regarded as one of the world’s earliest Bronze Age civilisations, dating back more than 5,000 years.
Today, driven by a combination of cultural interest and preparations for the upcoming World Horticultural Expo, the province is developing into a major tourism destination.
Udon Thani is also strengthening its international connectivity through expanded aviation links.
The province has launched direct charter flights from Chinese cities including Yiwu, Wuxi, Kunming and Guangzhou, bringing in groups of visitors each week. Udon Thani International Airport has expanded its ability to handle the increase in traffic, while future route development is targeting Singapore.
As a result, Udon Thani now ranks first in the Isan region for international tourism revenue, generating 933 million baht from foreign visitors. The province has welcomed more than 1.36 million visitors year to date, generating 3.5 billion baht in tourism revenue.
“To capitalise on this momentum, the TAT (Tourism Authority of Thailand) Shanghai office has secured long-term flight programmes to maintain continuous international arrivals, carrying this influx directly into the upcoming Udon Thani International Horticultural Expo. Ultimately, this sustained tourism growth is translating into tangible economic benefits for local residents, community enterprises, and OTOP entrepreneurs who are now directly accessing a lucrative international market,” said Kanokwan Dungsrikaew, director of TAT Udon Thani Office.
Momentum in early 2026 has also been supported by the Tourism Authority of Thailand’s Feel All the Feelings, Seeking Thailand’s Wonders campaign.
The campaign, led by Amazing Thailand ambassador Lalisa Manobal – popularly known as Lisa, a singer and actress based in South Korea – has driven increased interest in secondary destinations.
One of the main beneficiaries has been Udon Thani’s Red Lotus Sea at Nong Han Lake, known for its pink tropical water lilies. Traditionally popular with domestic visitors, the attraction has seen a significant shift in visitor demographics. Between December 2025 and January 2026, it welcomed more than 50,300 visitors, with international tourists accounting for 48.27 per cent of arrivals. This was the first time international visitor numbers approached domestic levels, prompting TAT to forecast at least 120,000 visitors during the latest blooming season, which runs from early December to the end of February.
Udon Thani is also known for its local textiles, particularly Pha Khid silk. Visitors can explore the Ban Na Kha fabric market or Chanruen Nakha tailor to purchase traditional Isan attire. Both locations are around 30 minutes by road from Udon Thani International Airport.
Events such as the annual Udon City Fest and the May 2026 Mind the Gap art festival further showcase the province’s cultural scene.
Attention is now turning to the Udon Thani International Horticultural Expo 2026, which will run for 134 days from November 1, 2026, to March 14, 2027.
Operating under the theme Diversity of Life: Connecting people, water, and plants for sustainable living, the Expo is projected to generate more than 32 billion baht in economic value and attract up to 3.6 million visitors.
As of May 2026, infrastructure development at the Nong Daeng wetlands site was 71 per cent complete. Beyond the event itself, the project is intended to leave a long-term legacy through a public park, corporate and international gardens, and business events facilities.
To support the Expo, the Thailand Convention and Exhibition Bureau has launched the Udon Thani: Gateway to a New World programme, bringing together airlines, hotels and local tourism partners to create integrated travel packages for international visitors.
Inbound travel partners have also developed products targeting different traveller segments.
These include the Thai Ecotourism and Adventure Travel Association’s Green Wonder Journey, Udon Plus Circle by the Domestic Travel Business Association, and the Thailand Incentive and Convention Association’s Meet the World at Udon package. The programmes are designed to support bookings and encourage longer stays in the Isan region.
Centara Udon, one of the city’s key accommodation and business event venues, is expected to play a role during the Expo period.
The 259-room hotel, which opened in 2009 and underwent renovations in 2023, will host the IV International Symposium on Tropical and Subtropical Ornamentals in January 2027, alongside the Expo.
