CHIANG RAI – The tourism story in Chiang Rai isn’t only about mountain mist and hilltop cafes anymore. The province is paying closer attention to the details that shape real experiences on the ground, like road conditions, access routes, and on-site support.
On Saturday, Atitathorn Wanchai Thanawong, President of the Chiang Rai Provincial Administrative Organization (PAO), visited the bamboo rafting area in Mae Suai District. Local leaders welcomed the team.
During the visit, the PAO chief instructed the engineering unit to speed up road grading and compaction on damaged sections. The goal is to prepare for the natural tourism peak, which usually hits during the hot season and long holiday stretches.
This field visit also came with a bigger message from the province-wide numbers. Chiang Rai tourism kept growing in 2025, but foreign visitor figures moved in the opposite direction. That gap is shaping planning for 2026.
What the local visit and the annual numbers show
The picture that emerges points to three connected priorities.
First, infrastructure supports safety and trust. Outdoor activities like wet bamboo rafting depend on safe, easy travel, especially on main roads and feeder routes to activity points.
Second, Chiang Rai still relies heavily on domestic tourism. Thai visitors made up 89.2% of total visitors and generated 86.3% of tourism revenue.
Third, the drop in foreign visitors creates a real risk. A 15.13% decline in arrivals and a 12.89% decline in revenue is not just a statistic. It can hit businesses that depend on overseas spending, especially those along major tourist routes.
At the Mae Suai rafting point, the PAO president emphasized bringing heavy machinery into the area to re-level and compact damaged road sections. Smoother road surfaces reduce accident risk, especially when visitor traffic increases.
The main idea is simple: the route to the attraction should be part of a good trip, not a stress test. When roads deteriorate, the impact goes beyond tourists. Residents use the same roads for daily life, work, and transport.
According to Nakorn Chiang Rai, the information shared during the visit, the PAO president described Mae Suai wet bamboo rafting as a major summer landmark for Chiang Rai. Because large crowds visit each season, the PAO assigned staff to deploy graders and rollers to improve both main routes and connecting roads.
The aim is a safer drive that meets basic standards. The work also helps locals move around more easily and transport agricultural products with fewer delays, supporting community income tied to sustainable tourism.
Tourist coordination points only work when they’re real and ready
Beyond road repairs, the visit highlighted visitor welfare. Local agencies discussed setting up service points and coordination stations, such as first-aid areas and on-site support booths.
A coordination center builds confidence only when it includes the full setup: trained staff, proper equipment, clear communications, and simple operating standards. A sign and a table aren’t enough. River activities and crowded public areas need a practical emergency response plan so enjoyment doesn’t come with unnecessary risk.
Tourism statistics for January 1 to December 31, 2025, show Chiang Rai welcomed 6,463,147 visitors, up 2.88% from 2024. Total tourism revenue reached 51,540.09 million baht, up 4.36%.
Because revenue grew faster than total visitors, average spending likely increased, or higher-value activities and services made up a bigger share of the local tourism economy.
A closer breakdown shows a decline in foreign visitors
- Thai visitors: 5,765,564 people (89.2%), generating 44,460.27 million baht (86.3%)
- Foreign visitors: 697,583 people (10.8%), generating 7,079.82 million baht (13.7%)
In other words, Thai travelers remain the core market. Chiang Rai still needs to keep improving experiences for domestic visitors, while also rebuilding foreign demand with more targeted planning.
Compared with 2024, foreign tourism in 2025 fell on both measures. Arrivals dropped 15.13%, and revenue dropped 12.89%.
This matters most for certain communities and operators, especially businesses that rely on foreign spending or sit on routes that once drew large international groups. Even when the province’s total revenue rises, growth that isn’t shared evenly can leave some areas behind. Monthly data shows tourism doesn’t move in a straight line.
For Thai visitors, January recorded the highest volume at 644,347 people, bringing in 4,885.26 million baht. September was the lowest month at 330,826 people, with revenue of 2,601.18 million baht.
Revenue patterns also differ from headcounts. December delivered the highest revenue, even though it had fewer visitors than January.
For foreign visitors, December ranked highest with 83,236 people and 1,081.34 million baht in revenue. September was the lowest with 37,754 people and 393.42 million baht in revenue.
So planning should split into two tracks: one plan to increase visitor numbers, and another to raise spending per person. Those outcomes don’t always happen at the same time.
Chiang Rai’s Q4 and Q1 lead the year
By quarter, Chiang Rai’s strongest tourism periods are Q4 (October to December) at 28.7% of the year, and Q1 (January to March) at 28.7% as well. That confirms Chiang Rai still runs on seasonal momentum, especially from late year into early year. Mid-year often needs special activities to motivate travel.
That’s why improving roads and service systems at natural attractions like Mae Suai is more than routine maintenance. It supports a longer, steadier tourism season and reduces reliance on a short peak window.
On the ground, better roads not only make trips easier. They also lower daily costs for residents, improve access to public services, and help move farm products to market.
When tourism supports local income, the fastest wins often start with the basics. Many visitors decide based on safety, convenience, and how well a place takes care of them once they arrive.
That’s also why steps like first-aid points, coordination stations, and road repairs before peak season can benefit everyone, on high-traffic weekends and on regular workdays alike.
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