The Tourism Authority of Thailand (TAT) presented the Smile @Pattani festival, held from 24 to 26 April 2026, at the Aomthong Grounds of CS Pattani Hotel. This vibrant three-day celebration illuminated the hospitality, allure, and revitalised spirit of Thailand’s southern border region while highlighting its cultural heritage, visitor-ready infrastructure, and strong support for local communities.
Mr. Apichai Chatchalermkit, TAT Deputy Governor for Domestic Marketing, said, “Smile @Pattani reflects the TAT’s commitment to strengthening local economies, while confirming the area’s openness, dynamism, and eagerness to host travellers. Each visit directly contributes to the livelihoods of local communities, while event experiences foster deeper connections between visitors and local culture, support community enterprises, and create lasting impressions.”
Held daily from 16.00–21.00 hrs, the festival boasted more than 40 food and drink stalls serving genuine southern Thai cuisine and beloved local specialities. Alongside were over 10 OTOP, artisan, and craft booths that reflected the identity and local wisdom of communities across Pattani, Yala, and Narathiwat. Visitors were invited to explore and purchase locally made products during interactive workshops and live displays that enable direct exchanges with craftspeople, offering meaningful insight into traditional skills and contemporary creative practices.
Additional activities included large-scale balloon landmarks and creative photo installations designed as vibrant check-in points, adding colour and memorable moments throughout the venue.
The welcoming, family-oriented setting also featured a thoughtfully selected array of daily cultural programmes, including classic southern dances, Dikir Melayu, plus modern acts like B-Boy and cover dance routines. Evening concerts by Thai artists, including Manasvee, YOURMOOD, and Mirrr, helped draw wide visitor interest across the three-day event.
The festival was expected to generate both direct and indirect income for local businesses and formed part of TAT’s broader Smile @South campaign to restore economic vitality in southern Thailand after the late 2025 floods, reinforcing Pattani’s position as a safe, culturally rich, and welcoming destination.
