Thailand is pioneering a revolutionary approach to tourism marketing by positioning travel influencers as critical co-creators of the nation’s cultural narrative and soft power economy. At the recent Splash Soft Power 2025 forum, tourism leaders revealed how digital creators are reshaping destination perception and driving international engagement.
According to Pawat Ruangdejworachai, president of MI Group, influencers are far more than traditional content reviewers. “They are cultural curators with loyal communities who can fundamentally transform how global audiences perceive our festivals and experiences,” he explained. The strategy has already demonstrated remarkable success through campaigns like #AmazingSongkran, which mobilized hundreds of micro-influencers to dramatically increase event attendance.
The approach goes beyond mere marketing, focusing on authentic storytelling and genuine cultural immersion. Krit Krityayarn from Adapter Digital emphasized that influencer partnerships must prioritize authenticity. “Their distinct voice is what audiences trust,” he noted. This philosophy has led to innovative collaborations that transform events into interactive, shareable experiences.
Pongsiri Hetrakul, festival director of Awakening Bangkok, highlighted a fascinating phenomenon unique to Thai event culture. “Our events are designed with social media engagement in mind,” he revealed. Remarkably, 60% of social media content from their light festival features participants creatively interacting with event installations – a trend that has even inspired foreign visitors to mimic local photography styles.
Large-scale events are particularly potent platforms for influencer-driven storytelling. Kobkiat Sangwanich, director of the Amazing Thailand Marathon, described how every participant becomes a potential micro-influencer. “When 50,000 runners share their experiences, that’s soft power in motion,” he explained.
The strategic approach extends to diverse event categories, from sporting events to cultural festivals. Thainchai Pisitwuttinan from Global Sports Ventures highlighted the viral potential of creator collectives, such as TikTok idol camps with massive social media followings. By partnering with groups like the Bangsaen Sai Club, which boasts over a million followers, events can generate unprecedented digital engagement.
As Thailand continues to innovate in tourism marketing, the symbiosis between events, influencers, and cultural storytelling represents a powerful model for destination branding. By empowering creators to authentically share experiences, the country is not just promoting tourism – it’s creating a global conversation about Thai culture.
