The Tourism Authority of Thailand (TAT) recently hosted the Smile @Pattani festival from 24 to 26 April 2026 at the Aomthong Grounds of CS Pattani Hotel. This vibrant event aimed to revitalise southern Thailand by showcasing its cultural heritage and readiness to welcome tourists, whilst supporting local communities.
Apichai Chatchalermkit, TAT Deputy Governor for Domestic Marketing, emphasised the festival's role in bolstering local economies and fostering connections between visitors and the region's culture. “Smile @Pattani reflects the TAT’s commitment to strengthening local economies, whilst confirming the area’s openness, dynamism, and eagerness to host travellers,” he stated.
The festival featured over 40 food and drink stalls offering authentic southern Thai cuisine, alongside more than 10 booths displaying OTOP products, artisan crafts, and local wisdom from Pattani, Yala, and Narathiwat. Interactive workshops and live displays allowed visitors to engage directly with craftspeople, gaining insights into traditional and contemporary practices.
In addition to culinary delights, the festival included large-scale balloon landmarks and creative photo installations, providing vibrant check-in points for attendees. Cultural programmes featured classic southern dances, Dikir Melayu, and modern performances like B-Boy and cover dance routines. Evening concerts by Thai artists such as Manasvee, YOURMOOD, and Mirrr attracted diverse audiences.
The Smile @Pattani festival is part of TAT’s broader Smile @South campaign, designed to restore economic vitality in southern Thailand following the late 2025 floods. The event reinforced Pattani’s reputation as a safe, culturally rich, and welcoming destination, generating significant income for local businesses
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