Siam Piwat Group reinforces its leadership as the creator of global phenomena for every festival and Thailand’s #1 check-in destination with record-breaking social engagements, boosting tourist arrivals and driving sustainable growth for surrounding businesses

- ICONSIAM has secured its top position as No.1 global experiential destination for the 2025 Songkran celebration, attracting over 1.44 million visitors, surpassing the target, at a single shopping mall.

- ICONSIAM smashed social media records across all platforms, dominating Songkran trends as the most talked-about event, with a remarkable 534,215 engagements and 165 million views on its official TikTok account.

- ONESIAM (Siam Paragon, Siam Center, Siam Discovery) delivered three experiential events, attracting over 1.75 million participants.

- Serve as a crucial driver of the economy and tourism, boosting tourist arrivals by 10.73% and river tourism boat revenue by 20%, fueling exponential growth for surrounding businesses and the ecosystem.

Earlier this year, Siam Piwat Group created an unprecedented global phenomenon with its Amazing Thailand Countdown 2025 – a grand spectacle featuring world-class Thai artist LISA (Lalisa Manobal) that captivated over 30 million live viewers and garnered over 100 million views worldwide.

Building on the momentum of this astounding success, Siam Piwat has delivered yet another global phenomenon with its world-class Songkran celebrations, which have not only placed its world-class destination as the undisputed number one check-in spot for Songkran in Thailand and setting new social media records across all platforms, but also created unparalleled experiences, stimulated the economy, and enhanced Thailand’s image and credibility on the world stage.

Ms. Marisa Sukosol Nunbhakdi, President of the Tourism Sub-committee of the National Soft Power Strategy Committee stated, “Since the New Year Countdown event at ICONSIAM and its extensive promotion domestically and internationally, Thailand has seen a significant boost in traffic, with Bangkok established as a ‘World City’ alongside Paris, London, and Tokyo, reflecting its status as a major, modern tourist destination. For this Songkran, ICONSIAM has partly contributed to the 10.73% increase in tourist arrivals and exponential economic growth. This year’s Songkran festival not only showcased Thai identity in all its glory but also helped to establish ‘Songkran as a Destination’ and put a spotlight on our beautiful traditions to the world, thus restoring confidence and encouraging tourists to return to Bangkok.

Commander Parinya Rakwatin, President of the Chao Phraya River Trade Association, stated, “The 2025 Songkran festival celebrations held at various attractions and communities along the Chao Phraya River have significantly invigorated tourism businesses. In particular, the world-class ‘ICONSIAM THAICONIC SONGKRAN CELEBRATION 2025,’ hosted by ICONSIAM, has generated substantial positive impact and widespread benefits for nearby tourism operators along the river. It has spurred overall economic recovery and brought a tremendous boost to hotels, restaurants, and various boat operators within the river tourism sector. The event has also generated significant revenue and increased hotel bookings well above normal levels. It is today evident that ICONSIAM is not just a world-class landmark on the Chao Phraya River, but also a powerful magnet for tourists – a must-visit destination drawing people worldwide, generating tangible benefits for Thailand’s entire tourism sector and related businesses.”

“Our association sincerely hopes that government agencies overseeing tourism promotion will recognize the importance of this central Bangkok area along the Chao Phraya River and provide support for organizing activities for every festival all year round every year. This will effectively communicate and promote Thai tourism worldwide, further raising awareness and positioning Thailand as a prime travel destination for international visitors.”

Mr. Thienprasit Chaiyapatranun, President of the Thai Hotels Association, stated, “Songkran is a vital festival for Thailand as it significantly stimulates tourism and economic activity. The world-class Songkran festival at ICONSIAM this year has continued the momentum and success of the Countdown 2025 celebrations as well as reinvigorated riverside hotels and demonstrably boosted tourist confidence, as evident in the increased advance bookings. It can be said that ICONSIAM has played a crucial role in consistently attracting visitors, bringing the charm of Thai traditions to life, boosting room bookings, and ultimately driving tourists to decide to travel to Thailand.”

Achieving overwhelming success as the No.1 Global Experiential Destination for the Songkran Celebration 2025, ICONSIAM dominated online social trends and reigned supreme as the most talked-about event, securing a remarkable 534,215 engagements based on data from Wisesight (Thailand). Its Official TikTok Account amassed 165 million views and 10M+ engagements. The event also trended No. 1 on X four times and ranked as the No. 1 most checked-in ‘water splashing spot’ throughout Songkran 2025.

Meanwhile, ONESIAM, comprising Siam Paragon, Siam Center, and Siam Discovery, launched its own phenomenon with the “ONESIAM Summersive” event series, attracting over 1.75 million visitors.

Siam Paragon, the global destination in the heart of Bangkok, took center stage and delivered one-of-a-kind joy with “Siam Paragon Summersive: Happiness in Full Bloom,” featuring the imaginative Garden of Joy for an innovative multi-sensory experience that engaged all senses.

Siam Center, the Ideapolis, transformed its space into a creative playground filled with dynamic ideas for “Siam Center Summersive: The Summer Playground.

Siam Discovery hosted “Siam Discovery Summersive: The Summer Exploratorium,” inviting visitors into a world of limitless fashion, lifestyle, and inspiration under the concept “Spring Awakening – A Teaser to Summer.” The highlight was the world-first 20th-anniversary celebration for global brand Alexander Wang.

The Prime Minister’s Office reported a significant rise in international tourist arrivals during Songkran. Between April 6-12, 2025, Thailand welcomed a total of 666,180 foreign visitors, an increase of 10.73% and an average of 95,169 arrivals per day. This has brought the total number of tourists since the start of 2025 to over 10.7 million, with over 516.589 billion baht generated in tourism revenue, highlighting the role of Songkran festival as a crucial engine driving economic growth and restoring confidence in Thailand.

Siam Piwat Group’s continued success in creating global experiential destinations by hosting world-class events has enabled Thailand not only to win on the global stage but also instill confidence and build a distinct image that reinforces Bangkok as a premier global tourism destination. The group is ready to play an active role in supporting the national goals of attracting no less than 40 million international visitors and generating over 3 trillion baht in total tourism revenue this year.