Northern tourism operators are bracing for a subdued Songkran period, as persistent smog continues to blanket the region, compounded by weakened consumer spending linked to the ongoing Middle East conflict and its impact on global oil prices.
This week, Chiang Mai was ranked the most polluted city in the world, while neighbouring provinces, including Mae Hong Son, remain heavily affected by haze caused by widespread wildfires.
Punlop Saejew, vice-president of the Chiang Mai Chamber of Commerce, said forward bookings in Chiang Mai have been sluggish, raising concerns that this year’s Songkran holiday may fall short of last year’s performance.
He noted that both air pollution concerns and rising oil prices are shaping travel decisions among tourists.
As a result, many domestic travellers, foreign visitors and expatriates are expected to opt for coastal destinations instead, leaving the North largely to local residents and those travelling for essential business, Mr Punlop said.
Tour operators had already anticipated the seasonal haze, with many agencies scaling back Songkran packages months in advance.
Hotel occupancy rates in Chiang Mai have declined to around 30–40% since the smog worsened, according to Mr Punlop.
Despite rising operating costs, tourism operators have been hesitant to increase room rates or service fees, and may instead reduce operations to manage expenses.
Mr Punlop added that this year’s haze has been driven primarily by wildfires, including those originating across borders.
Following the formation of a new cabinet, he urged the government to fast-track the Clean Air Act, which had been under Senate review before parliament was dissolved.
The proposed legislation aims to hold polluters more accountable while encouraging reductions in carbon emissions.
He also stressed the need for stronger coordination among northern provinces, noting that fires in one area can significantly impact air quality in neighbouring regions.
Meanwhile, Chaivit Summachewawat, vice-president of the Pai Tourism Business Association, said haze conditions have already led to booking cancellations in Mae Hong Son.
During Songkran, visitors from key markets such as the UK and Israel—major sources of tourism for Pai—may divert to southern destinations such as Phuket or Koh Samui instead, he said.
Mr Chaivit added that local authorities and tourism operators have been working together to reduce fire hotspots and implement controlled burning schedules, which have helped limit pollution spikes in recent years.
However, a combination of seasonal burning and cooler weather this week has caused smog to accumulate across the area.
He called on authorities to respond more swiftly by tightening controls on burning activities.
In addition, Mr Chaivit urged the government to introduce measures to support the tourism sector for the remainder of the year, citing ongoing weak purchasing power and rising operational costs.
