Udon Thani, Thailand: Tourism Surges Ahead of Horticultural Expo 2026 with Lisa Endorsement
Udon Thani in Thailand's north-east is experiencing significant tourism growth, driven by the upcoming World Horticultural Expo 2026 and a high-profile campaign featuring Lalisa Manobal. Increased international air connectivity and targeted promotional efforts are boosting visitor numbers and revenue, according to TTG Asia (July 24, 2026).
International Attention for Udon Thani
Udon Thani, a province in Thailand's north-east, is seeing a notable rise in its international tourism profile, as reported by TTG Asia on July 24, 2026. This growth is largely attributed to the region's preparations for the World Horticultural Expo 2026 and the Tourism Authority of Thailand's (TAT) “Feel All the Feelings, Seeking Thailand’s Wonders” campaign. Lalisa Manobal, known as Lisa, serves as the Amazing Thailand ambassador for this initiative, which aims to direct interest towards secondary destinations. The Red Lotus Sea at Nong Han Lake, a key Udon Thani attraction, welcomed over 50,300 visitors between December 2025 and January 2026, with international tourists making up 48.27 per cent of these arrivals. The TAT projects at least 120,000 visitors for the blooming season, which runs from December to February.
Enhanced Connectivity and Economic Impact
To accommodate the increasing visitor numbers, Udon Thani has strengthened its international air links. The province has launched direct charter flights from Chinese cities including Yiwu, Wuxi, Kunming, and Guangzhou, bringing weekly groups of visitors. Udon Thani International Airport has expanded its capacity, with future route development targeting Singapore. These efforts have positioned Udon Thani as the leader in the Isan region for international tourism revenue, generating 933 million baht from foreign visitors. The province has recorded over 1.36 million visitors year-to-date, contributing 3.5 billion baht in total tourism revenue. Kanokwan Dungsrikaew, director of the TAT Udon Thani Office, noted that these sustained international arrivals provide tangible economic benefits for local residents and businesses.
Horticultural Expo 2026: A Major Draw
The Udon Thani International Horticultural Expo 2026 is scheduled to run for 134 days, from November 1, 2026, to March 14, 2027. Operating under the theme “Diversity of Life: Connecting people, water, and plants for sustainable living,” the Expo is projected to generate 32 billion baht in economic value and attract up to 3.6 million visitors. As of May 2026, infrastructure development at the Nong Daeng wetlands site was 71 per cent complete. The project aims to leave a lasting legacy through a public park, corporate and international gardens, and business event facilities. To support the Expo, the Thailand Convention and Exhibition Bureau has initiated the “Udon Thani: Gateway to a New World” programme, collaborating with airlines, hotels, and local tourism partners to develop integrated travel packages.
Implications for Travellers and Industry
For travellers, Udon Thani is becoming a more accessible destination, particularly for those from China and potentially Singapore, with new flight options and curated travel packages. The Horticultural Expo 2026 provides a specific, time-bound reason to plan a visit to Thailand’s north-east. Industry stakeholders, including the TAT, TCEB, airlines, and local partners, are demonstrating a coordinated strategy to develop a secondary Thai destination into a significant international draw. This approach diversifies Thailand's tourism landscape beyond traditional hubs and could serve as a model for other regions seeking to boost their international visitor numbers. The focus on infrastructure and long-term legacy suggests sustained investment in the province's tourism sector beyond the Expo’s duration.
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