The Tourism Authority of Thailand is advancing its "City Branding" policy to elevate the southern province of Songkhla as a rising travel destination. Already recognized as a UNESCO Creative City of Gastronomy for 2025, Songkhla is now leaning into religious, cultural, and community-based tourism to carve out a fresh identity built around creative travel experiences.

This initiative aligns with positive tourism indicators. Between January and July 2026, Songkhla welcomed more than 4.44 million visitors, generating over 32,227 million baht (approximately US$970.84 million) in revenue. The growth underscores the province's potential as a premier southern destination, one rich in year-round traditions that showcase local food, culture, and ways of life.

To build on this success, the government is rolling out proactive roadshows and promotional campaigns, linking up regional travel routes, and expanding into new tourism niches such as wellness retreats and year-end cultural festivals. The goal is to encourage visitors to stay longer while ensuring tourism income is shared sustainably with local operators and communities.

Through these efforts, the government aims to position Songkhla as one of southern Thailand's must-visit destinations, ensuring long-term economic resilience and vibrant growth for local communities.