Thailand to switch to early morning, evening tourism amid extreme heat

The Tourism Authority of Thailand (TAT) is preparing to promote early morning and evening tourism to stabilise the market, as extreme hot weather has kept people from taking part in outdoor activities.

As reported by the Bangkok Post, Somradee Chitchong, deputy governor for domestic marketing at TAT, said the agency will shift its focus on promotional campaigns to early morning and nighttime tourism to avoid the severe heat during the daytime.

She said the scorching weather has discouraged Thais, especially seniors, from travelling. Many avoid outdoor venues, such as temples, and opt for indoor activities or tourism sites with cool air, such as waterfalls.

To stimulate income for local operators who are losing revenue because of the weather, the TAT plans to promote more suitable activities for the morning, evening and nighttime, such as running, boat paddling or stargazing.

Somradee said the TAT also plans to improve the market during the rainy season, particularly in the north and northeast, to compensate for losses as PM2.5 toxic haze lingered longer than expected in these areas.