Officials move to raise awareness of Thailand Riviera route
Thailand Riviera route promotion plans move forward
Officials from four lower central provinces are preparing new measures to raise awareness of the Thailand Riviera route and encourage motorists to visit attractions and communities along the western Gulf coast.
The proposals were discussed on 23 July during a meeting of the Joint Public-Private Consultative Committee for Lower Central Provinces Cluster 2, which includes Prachuap Khiri Khan, Phetchaburi, Samut Sakhon and Samut Songkhram.
Prachuap Khiri Khan Deputy Governor Preeda Sukjai joined provincial officials and representatives from the public and private sectors at Prachuap Khiri Khan Provincial Hall. The online meeting was chaired by Phetchaburi Deputy Governor Wanpen Mangsri.
Plans to improve the Thailand Riviera route
The Department of Rural Roads has divided the coastal road project into four phases covering 12 provinces and 1,944 kilometres.
The first phase, a 659-kilometre section through Samut Sakhon, Phetchaburi, Prachuap Khiri Khan, Ranong and Chumphon, has been completed.
Further sections will extend south through Surat Thani, Nakhon Si Thammarat, Songkhla, Pattani and Narathiwat, while another section will connect Samut Prakan, Samut Sakhon and Samut Songkhram.
Committee members proposed creating a recognisable symbol for the route, installing more direction signs and working with Google Maps to mark sections more clearly.
Some parts of the journey require drivers to leave rural roads, use a main highway and later rejoin the coastal route.
Other proposals included regular rest areas, promotional activities at the route’s starting point in Khlong Khon, Samut Songkhram, and campaigns involving online influencers.
Officials also want each province to identify key attractions where events could be held, encouraging travellers to stop in smaller communities and spend locally.
Plans and proposed activities will be prepared for possible funding from the Lower Central Provinces Cluster 2 budget for the 2028 financial year.
Prachuap records highest visitor numbers
The meeting also reviewed tourism figures for the four-province cluster during the first six months of 2026.
The region recorded 15.29 million visitors, including 14.66 million Thai visitors and 630,138 international visitors. Tourism generated 51.26 billion baht in revenue.
Prachuap Khiri Khan received the highest number of visitors, with 5.73 million arrivals and more than 27 billion baht in tourism income.
The committee considered forming a joint working group to develop connected tourism campaigns highlighting the identity of each province.
Members also approved a proposal to seek 2028 funding for two SAPP EXPO trade fairs showcasing agricultural, fisheries, food and locally made products. Organisers aim to attract 258 businesses and generate at least 50 million baht in trade.
