Udon Thani targets foreign tourists to power upper Isan growth

Udon Thani generated 11.096 billion baht in tourism revenue from 3.97 million visitor trips in January–September 2026, as the Tourism Authority of Thailand (TAT) develops the province’s role as a gateway to the upper Northeast.

Kanokwan Dungsrikaew, director of TAT’s Udon Thani office, which also oversees Nong Khai and Bueng Kan, outlined a strategy combining cross-border travel, higher-spending foreign markets and religious tourism to distribute income across the three provinces.

The Udon Thani International Horticultural Expo 2026 is a central part of that effort. TAT expects the event, spanning late 2026 and early 2027, to encourage travel beyond the host province and complement established routes associated with Naga beliefs.

Udon Thani’s visitor numbers and revenue continue to grow

Udon Thani’s visitor trips increased by approximately 4.5% in the first nine months of 2026, while tourism revenue rose by about 3.6%, according to figures cited by Kanokwan.

For January–August, data from the Ministry of Tourism and Sports’ tourism and sports economics division put visitor trips at 3,547,086, up 4.49% from 3,394,809 a year earlier. Revenue increased by 3.46% to 9,872.52 million baht from 9,542.81 million baht. 

Average hotel occupancy in Udon Thani reached 61.46% during January–August, an increase of 1.85 percentage points from 59.61%. For comparison, the province recorded more than five million visitors and approximately 14 billion baht in tourism revenue across the whole of 2025.

September brought 423,791 visitor trips, up 4.33% year on year, and revenue of 1,223 million baht, an increase of 5%. Occupancy reached 68.80%, up 1.37 percentage points. The September improvement followed declines in both visitor numbers and revenue in May and August.

July was another strong month for Udon Thani, with visitor numbers rising by 7.63% and revenue by 7.79%. Occupancy increased by 5.26 percentage points to 70.41%.

The first quarter delivered the strongest growth in visitor numbers, with year-on-year increases of 10.06% in March and 9.10% in February. Kanokwan expects full-year growth to remain broadly in line with the performance already recorded, with the horticultural expo providing additional support.

Within the Northeast, Udon Thani ranked second for visitor numbers in January–August, behind Nakhon Ratchasima’s 6,450,022 and ahead of Khon Kaen’s 3,486,273. Udon Thani ranked third for total tourism revenue, behind Nakhon Ratchasima’s 16,720.6 million baht and Khon Kaen’s 11,569.5 million baht.

Nong Khai, also covered by TAT’s Udon Thani office, ranked fifth on both measures during January–August, recording 2,625,154 visitor trips and revenue of 6,621.2 million baht.

Foreign tourism was Udon Thani’s strongest regional distinction. The province recorded 724,316 foreign visitor trips in January–August, second to Nong Khai’s 800,043, but led the Northeast in foreign tourism revenue with 2,393.16 million baht, up 5.61%.

Nong Khai earned 1,884.03 million baht from foreign visitors over the same period, up 1.79%. Udon Thani therefore generated more foreign tourism revenue despite receiving fewer foreign visitors than its neighbour.

Nakhon Ratchasima ranked third for foreign visitor numbers in January–August with 197,384, followed by Nakhon Phanom with 111,908 and Mukdahan with 100,766. Khon Kaen and Buri Ram each recorded approximately 88,000.

Competition for foreign spending is nevertheless increasing. Buri Ram recorded the Northeast’s fastest growth in foreign tourism revenue during January–August, rising by 12.92% to 266.24 million baht. Nakhon Ratchasima’s foreign revenue increased by 10.42% to 816.62 million baht.

Lao shoppers and South Korean golfers underpin foreign-market plans

TAT is prioritising Lao visitors, South Korean golfers and Chinese travellers as it expands Udon Thani’s foreign market while maintaining domestic travel within the Northeast.

Laos is Udon Thani’s largest foreign source market, followed by the United Kingdom, Vietnam, the United States and Germany, according to Kanokwan.

Kanokwan cited average spending of approximately 1,900 baht per person per trip, comprising around 1,700 baht for Thai visitors and 2,500–2,600 baht for foreigners, with an average stay of about two days. The difference in spending is one reason TAT wants to broaden foreign demand alongside its domestic market.

Lao motorists represent a particularly promising nearby market. Kanokwan identified the Thai–Lao Friendship Bridge at Nong Khai and the bridge linking Bueng Kan with Bolikhamxay province as important connections.

Cars registered in Vientiane regularly cross into Nong Khai at weekends before continuing to Udon Thani for shopping, dining and overnight stays. Kanokwan explained that exposure to Thai online media and fashion trends encouraged these visitors to buy familiar Thai-market brands rather than products sold in Chinese shopping centres in Vientiane.

Kanokwan recalled a Central Udon shopping-centre executive telling her that promotions rewarding the biggest spenders would have more than 10 Lao winners if participation were not restricted to Thai customers. Lao shoppers frequently travel as families and purchase items ranging from shoes to workwear, making them an important customer base for the city’s retailers.

South Korean golfers have demonstrated their potential for more than four years. Towards year-end, groups fly into Vientiane’s Wattay International Airport and travel by bus through Nong Khai to Udon Thani, escaping winter conditions that restrict golf at home.

The South Korean groups book standard 18-hole golf courses for an entire month, rent vehicles, stay in hotels or accommodation at the courses, and visit the city. TAT consequently regards Wattay as another gateway to Udon Thani while direct international flights remain irregular.

China remains important, although charter operations have encountered cost pressures. Kanokwan said flights from Yiwu and Wuxi had operated for around one and a half to two months, bringing approximately 1,000–2,000 visitors.

Those services slowed after the US–Iran war drove up fuel prices, making previously agreed selling prices commercially unviable and requiring renewed marketing. Arrangements for Kunming services also require further operational co-ordination because the Chinese side wants to use aircraft operated by Chinese airlines.

All five TAT offices in China continue to promote northeastern itineraries. Kanokwan argued that the earlier charter services demonstrated Udon Thani airport’s readiness to handle international flights, including immigration, customs and supporting infrastructure.

Udon Thani also benefits from domestic air connections with Bangkok, Chiang Mai, Phuket, Hat Yai and the eastern region. Kanokwan identified Nok Air and AirAsia connections with Chiang Mai, flights serving Don Mueang and Suvarnabhumi airports, and Thai Lion Air links with the eastern region.

Rail services connect Krung Thep Aphiwat Central Terminal in Bangkok with Nakhon Ratchasima, Khon Kaen, Udon Thani and Nong Khai before continuing across the border to Vientiane. Bus connections reach every region, supporting travel between Thailand and Laos by road, rail and air.

The horticultural expo links events with regional touring routes

TAT sees the horticultural expo as an opportunity to give travellers a specific reason to visit Udon Thani at a particular time, addressing a gap in the province’s events calendar.

Many of Udon Thani’s attractions can be visited throughout the year, Kanokwan explained. Nong Khai already has stronger seasonal draws, including the Luang Pho Phra Sai Songkran celebrations and the Naga fireball festival.

For the horticultural expo, the Department of Agriculture is targeting a visitor mix of 70% Thai and 30% foreign guests.

If Udon Thani’s hotels fill during the event, TAT plans to recommend accommodation in nearby provinces. Nong Khai is approximately 50 kilometres away, less than an hour’s drive, and offers quality accommodation along the Mekong.

Khon Kaen is also preparing to accommodate visitors associated with the expo. TAT intends the event’s benefits to reach hotels, restaurants and transport businesses beyond Udon Thani.

The three provinces under Kanokwan’s remit are being promoted according to their different strengths. Udon Thani offers extensive transport connections and hotels serving meetings, incentive travel, conferences and exhibitions. Nong Khai combines its Mekong setting with its role as a gateway to Laos.

Bueng Kan is positioned as a destination for nature tourism, with attractions including Naka Cave, Hin Sam Wan, or Three Whale Rock, and Kinnari Waterfall. Udon Thani also offers the World Heritage sites of Phu Phrabat and Ban Chiang, which appeal to visitors interested in ancient civilisations, alongside the Red Lotus Sea.

Religious tourism provides a shared theme across the three provinces. TAT’s Naga-related routes connect Kham Chanod and Wat Pa Dong Nong Sao in Udon Thani with Nong Khai’s Naga fireball traditions and sites associated with local legends in Sangkhom district, continuing to Naka Cave in Bueng Kan.

Kanokwan described these religious routes as less dependent on the travel season, helping to reduce fluctuations in tourism income between peak and quieter periods.

Online attention is also drawing visitors towards Bueng Kan. Kanokwan highlighted Kinnari Waterfall’s rock formations, described as resembling birds’ and dolphins’ eyes, and a 2025 promotion featuring brand ambassador Baifern.

 

Other sites attracting attention include locations above Naka Cave known as the “Naga King’s Scales” and the “Naga’s Eye”. In Nong Khai’s Sangkhom district, local legends describe a site as a meeting chamber for Nagas, the mythical serpents associated with the Mekong.

Kanokwan said such destinations appealed to younger travellers interested in places surrounded by mystery, although access and accommodation still needed further development.

 

Flooding, household finances and PM2.5 threaten further growth

Travel within the Northeast remains TAT’s main domestic foundation, particularly as flooding affects the spending power of visitors from Bangkok and the Central region.

Online reviews can encourage interest in unfamiliar destinations, but Kanokwan stressed that households’ financial circumstances ultimately determine whether they travel.

Slower economic growth is making consumers more cautious, while flood-affected families may prioritise repairing their homes over taking holidays. Higher-income travellers may also choose overseas trips instead.

Dry-season PM2.5 pollution presents another risk, particularly in Nong Khai and Bueng Kan along the Mekong. Kanokwan said reports of pollution reaching the red alert level could prompt visitors to cancel their trips immediately.

TAT expects tourism growth to continue into 2027, but its outlook depends partly on economic conditions, the return of direct Chinese flights, air quality and government stimulus measures.

Tour operators also need to adapt to travellers who can organise their own journeys. Kanokwan said conventional itineraries offered little advantage over hiring a van independently, so companies needed to develop experiences customers could not readily arrange themselves.

Government measures can accelerate demand during the high season and help manage commercial risk during quieter months, Kanokwan added. Public agencies can fund events that private businesses are reluctant to undertake, helping to sustain visitor numbers and local tourism income.