Thailand has unveiled an ambitious global tourism initiative for 2026, centred on promoting a curated selection of ‘hidden gem’ destinations and culturally rich experiences that extend beyond the country’s well-trodden tourist circuits.

The Tourism Authority of Thailand (TAT) has positioned the campaign as a key pillar in its strategy to attract discerning visitors and sustain long-term growth in the sector by showcasing both natural wonders and jewel-like heritage sites.

A standout feature of the campaign is the spotlight on Sam Phan Bok, a dramatic series of sandstone rapids and eroded hollows along the Mekong River in Ubon Ratchathani province. Known locally as the “three thousand holes,” this geological wonder reveals thousands of basins and formations that emerge during the dry season, creating a landscape many international travellers have yet to discover.

The site, sometimes celebrated as Thailand’s own “Grand Canyon,” offers striking views, hiking opportunities and photographic appeal for visitors who seek experiences off the typical tourist path. Sam Phan Bok’s inclusion underscores TAT’s intent to elevate less-visited natural landmarks and spread interest beyond conventional destinations.

The campaign also reaffirms Thailand’s cultural heritage by highlighting Wat Chedi Luang in Chiang Mai’s ancient city centre. This historic Buddhist temple, dominated by a towering 14th-century chedi and home to the city pillar shrine, represents the spiritual heart of northern Thai culture and exemplifies the enduring legacy of Lanna architecture.

Enhanced promotion of temples such as Wat Chedi Luang aims to attract visitors seeking deeper engagement with Thailand’s architectural and religious traditions. In southern Thailand, Khao Sok National Park receives prominent attention as part of the 2026 initiative. One of the world’s oldest rainforests, Khao Sok is celebrated for its emerald-green Cheow Lan Lake, soaring limestone karsts, lush jungle and abundant wildlife.

Eco-tourism experiences ranging from lake cruises and cave explorations to jungle treks are being positioned as hallmark activities for travellers seeking immersive engagement with nature’s grandeur.

Beyond these highlights, the campaign encourages exploration of a wider spectrum of destinations — from coastal islands and historic cities to community-based tourism in secondary cities and provinces — aligning with Thailand’s shift toward sustainable and value-focused travel.

By elevating both iconic and lesser-known attractions, the 2026 campaign aims to diversify visitor itineraries, deepen cultural appreciation and promote more equitable economic benefits across the nation’s tourism landscape.