Thailand has rebounded from missing out on Taylor Swift’s world tour by announcing its plans to host the renowned music festivals, Summer Sonic and Tomorrowland. This strategic move is part of Thailand’s initiative to leverage event-driven tourism to drive economic growth in Southeast Asia’s second-largest economy.
Summer Sonic, which will mark its debut in Southeast Asia outside Japan, is scheduled to take place on August 24 and 25 in Bangkok. The event will follow its successful shows in Tokyo and Osaka. Additionally, Thailand has secured the hosting rights for Tomorrowland in 2026, with the potential for ten consecutive editions of the popular dance music festival.
The decision to host these high-profile music festivals comes after Prime Minister Srettha Thavisin identified the hosting of major events as “quick wins” to stimulate Thailand’s economy, which has been grappling with economic challenges. With an average growth rate below 2 per cent over the past decade, Thailand aims to boost its tourism sector through promotional campaigns and year-round festivals.
Thavisin’s administration aims to replicate successful strategies implemented by neighboring countries, such as Singapore, which secured exclusive rights to Taylor Swift’s Eras Tour. Acknowledging Singapore’s smart move, Thavisin emphasizes the importance of attracting tourists and enhancing the country’s economic prospects through similar initiatives.
The tourism sector plays a significant role in Thailand’s economy, contributing 12 per cent to the country’s gross domestic product (GDP). With ambitious targets to welcome 35 to 40 million foreign tourists this year, Thailand is striving to reclaim its pre-pandemic record of 40 million visitors and revitalize its tourism industry.
