Prachuap 365 campaign launches in Hua Hin to promote year-round tourism
The Tourism Authority of Thailand (TAT), Prachuap Khiri Khan Office, has launched a new tourism campaign aimed at promoting the province as a year-round destination.
The campaign, titled “Prachuap 365: Happiness All Year Round”, was officially launched at Cicada Market in Hua Hin on 30–31 May, with activities held from 3pm to 9pm on both days.
The initiative is aimed at strengthening Prachuap Khiri Khan’s image as a quality tourism destination that can be enjoyed throughout the year, while encouraging domestic travel, distributing income to local communities, and supporting balanced and sustainable tourism development.
The opening ceremony was presided over by Lt Sittichai Tantasit, Tourism and Sports Officer of Prachuap Khiri Khan Province, and attended by representatives from government agencies, private-sector organisations, tourism operators, industry partners, media and local residents.
Mr Isada Saovaros, Director of the Tourism Authority of Thailand, Prachuap Khiri Khan Office, said the province has strong tourism potential, ranging from its beaches and mountain landscapes to local communities, cultural heritage, food and leisure activities.
He said these strengths allow Prachuap Khiri Khan to welcome visitors throughout the year and offer travel experiences suited to different interests and seasons.
Under the concept “Prachuap 365: Happiness All Year Round”, TAT Prachuap Khiri Khan aims to position the province as a quality tourism destination offering travel experiences linked to relaxation, balance and well-being.
The campaign highlights nature-based tourism, community experiences, local food, wellness activities and travel that supports both physical and mental well-being.
TAT Prachuap Khiri Khan said travel patterns in the province remain heavily concentrated around public holidays and peak travel periods, resulting in uneven income distribution among local businesses and communities.
The campaign is intended to encourage new travel perspectives, repeat visits and more consistent tourism activity throughout the year.
Particular emphasis is being placed on working-age travellers and Generation Y, which TAT regards as key segments of Thailand’s quality tourism market.
Throughout the two-day launch event, visitors were able to learn more about Prachuap Khiri Khan through exhibitions, photo spots, local food and product showcases, wellness workshops, health and well-being talks, live music performances and lifestyle activities.
Lt Sittichai said Prachuap Khiri Khan is well placed to become a year-round quality tourism destination because of its natural resources, cultural heritage, local way of life, food, and community strengths.
He said these assets allow the province to offer a range of travel experiences that meet the changing needs of modern travellers.
“The Prachuap 365 concept is more than a tourism marketing campaign. It reflects our vision for provincial development by elevating Prachuap Khiri Khan as a city of happiness, wellness and quality tourism, where visitors can relax, recharge and discover meaningful experiences throughout the year,” he said.
The initiative also aligns with the province’s development strategy under the concept “Next Move PRACHUAP: Moving Forward Together”.
The strategy focuses on promoting the wellness economy through high-quality food and agricultural products, health and wellness tourism, sports and outdoor activities, alternative medicine, arts and culture, and community-based tourism.
Provincial officials said these efforts are supported by plans to raise service and product standards, create greater economic value, and improve the quality of life for local residents.
TAT Prachuap Khiri Khan said the campaign is expected to raise awareness of the province’s tourism offerings, inspire new travel experiences, generate income for local communities and small businesses, and strengthen Prachuap Khiri Khan’s reputation as a destination visitors can enjoy throughout the year.
