When it comes to holiday destinations, Thailand is one of the most popular countries in the world. It’s already attracted approximately 26 million international tourists this year, according to reports, with 2025 set to be even busier.
The Southeast Asian nation is well known for its stunning beaches, gastronomy, vibrant nightlife and temples. But it’s also known for its crowds, too.
Over the years, Thai authorities have tried to address the impact on its natural attractions by closing popular national parks at certain times of the year to give them a chance to recover.
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Maya Bay is perhaps the most extreme case — in 2018 the cove made famous by 2000 film The Beach was completely closed to tourists and underwent a massive rehabilitation program, reopening to visitors in 2022.
“The resources and the structure of the place, it just got so overcrowded… that was pure overtourism and it was affecting water quality, the quality of the beach and the landscape,” recalls tourism analyst Gary Bowerman of travel trend research company, Check-in Asia.
“The natural environment was degraded, there was trash everywhere, so it had all of these problems. The Thai government saw the only option really was to close it down, use it as an example of how if tourists mistreat a place or if there’s simply too many tourists at one time, we can switch on and off the taps and stop people from going.”
Maya Bay reopened with many additional restrictions, and continues to close seasonally to ease the pressure on its ecosystem — this year it was off-limits to travellers from August 1 to September 30.
The closure is an example of the struggle Thailand faces. Ultimately, tourism is essential to the country’s economy. Last year, visitors generated approximately $A59 billion (1.31 trillion baht) in this sector, contributing significantly to its GDP.
So while the Thai government doesn’t want to get rid of tourists, it’s been adopting various strategies to encourage visitors to check out less popular spots, easing some of the congestion in the traditional hotspots like Phuket, Chiang Mai and Koh Samui.
“Thailand’s travel industry has a major opportunity to benefit from a stronger focus on sustainable tourism practices,” says Olivier Ponti, director of intelligence and marketing at travel data company Forward Keys.
“This shift isn’t just about minimising environmental impact but also about promoting economic stability and improving local community well-being. By encouraging visits to less crowded areas and using digital tools to manage access to popular spots, Thailand can better handle overtourism and safeguard its natural resources.”
Among the spots continuously highlighted for their unique cultural attractions are Nan and Lampang, says Ponti. Both destinations are “appealing to those interested in delving deeper into Thailand’s heritage,” he says.
“From our data, in the first half of 2024, international tourist visits to Lampang increased by 102 per cent compared to the same period last year,” he notes. “This suggests a growing interest in these hidden gems, possibly driven by the desire for more authentic and less crowded experiences.”
Looking to experience some of these lesser-known destinations yourself? Here are a few options to consider as Thailand enters its busiest season of the year.
Chiang Dao district, Chiang Mai
Located in northern Thailand about an hour’s drive from the city of Chiang Mai, Chiang Dao is an ideal escape for those looking for beautiful views with a side of adventure.
It’s home to the country’s third-highest mountain, hot springs and local markets offering regional products like hill tribe textiles and bamboo handicrafts.
The town of Chiang Dao itself is small but offers travellers an authentic, local Thai experience. The area is an excellent destination for trekking, with tour companies offering multi-day trips into the surrounding mountains.
The area’s most famous attraction is the Chiang Dao Cave complex (Tham Chiang Dao), which is made up of dozens of caverns, some of which are illuminated and decorated with Buddha statues.
Khanom, Nakhon Si Thammarat
Located on the southeastern coast of Thailand in the province of Nakhon Si Thammarat, Khanom is ideal for those looking for a relaxed, non-gentrified holiday with pretty beaches, fishing villages and top-notch views.
Travellers can expect to see pink dolphin statues around Khanom — dolphin spotting is a key attraction there, with travel companies offering boat tours for those who want to get a closer look at these local residents.
While visiting Khanom it’s worth trying khao yam, a regional speciality. This flavourful and colourful dish uses rice as its base and combines other ingredients such as herbs, vegetables, fish sauce, dried shrimp, coconut, fresh lime juice and chilies.
Bonus: Khanom sits on the mainland not far from the ferry port at Don Sak, which services popular islands Koh Phangan and Koh Samui, making it an easy side trip for travelers before or after their visit to the islands.
Koh Kood, Trat
Koh Kood, also known as Koh Kut, is an island in Thailand’s eastern region near the Cambodian border, and is considered a “must-visit location” by those in the know.
Travellers looking for beautiful beaches — Klong Chao Beach and Bang Bao Beach are two highlights — snorkeling adventures, hiking, waterfalls and a laidback atmosphere should add this destination to their itinerary.
Getting to this beautiful paradise with clear sea water and soft white beaches requires taking a ferry or speedboat from Laem Sok Pier on the mainland, in the province of Trat, unless you are staying at the luxury resort Soneva Kiri, which offers air transfers from Bangkok.
Most resorts on the island have limited occupancy, meaning booking in advance is crucial, especially during peak season.
Nan
Nan is another popular destination beloved by Thai tourists that remains somewhat under the radar for foreign visitors.
Worth visiting for two or three nights, this quiet town in the province of the same name offers outdoorsy adventures, eye-grabbing temples and a nice range of accommodations and food, including khao kan chin — an aromatic and savoury northern Thai dish that combines rice with minced pork, pork blood and spices.
Doi Phu Kha, a national park featuring caves, waterfalls, mountain views and forests, is among the province’s highlights, making it a dream destination for trekkers and those seeking adventure.
When it comes to temples, Wat Phumin is Nan’s most famous and has been around for more than 400 years. It features a unique mural that took more than two decades to complete, with its most popular scene showcasing a flirting Thai couple.
Travellers looking for hilltop temples should head to Wat Phra That Khao Noi. This 15th-century religious site displays a golden walking Buddha statue in the center of the terrace. For the best experience possible, get there during sunset and enjoy the view of the town and its surrounding area.
Lampang
The city of Lampang — capital of Lampang province — is about a 90-minute drive from downtown Chiang Mai in northern Thailand, and worth staying for at least two nights.
While strolling around Thalart Gao Rd tourists can see historical buildings, including the Lanna-style teak wood house, Ban Sao Nak. Built in 1895, it’s famed for its 116 pillars.
Visitors can also walk through the city centre on the south side of the Wang River and along Sri-Kird Rd to see street art celebrating the city’s culture.
In the 1950s, entrepreneurs in this district opened several kitchenware factories that produced rice bowls with rooster designs — a symbol of good fortune and hard work. These days, tourists can still enjoy steaming hot bowls of noodles served in Lampang’s famed rooster bowls, which are sold all over Thailand.
Meanwhile, Wat Phra That Lampang Luang is a must-visit spot for those interested in intriguing architecture and religious sites. This ancient Buddhist temple dates to 1476 and is one of the oldest standing wooden structures in Thailand.
Tourists keen to learn more about the area’s religious sites can also visit temples Wat Si Rongmuang, Wat Chiang Rai, Wat Kaew Don Tao Suchadaram, Wat Pong Sanuk Nua, and Baan Sao Nak. There, they’ll see sparkling gemstones, striking golden details, shrines, dragon motifs and white elephant statues.
For something truly unique, the mountaintop pagodas of Wat Chaloem Phra Kiet are worth the journey to Chae Hom district, an hour away from downtown Lampang.