The announcement of Summer Sonic choosing Thailand as its first ever host in Southeast Asia underlines the growing realization that the nation has become a haven for international music festivals, with the number and scale of such events only growing each year.

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Thailand’s attractiveness as a ground for these events is multifaceted, extending from the readiness of its venues to the country’s well-known hospitality and official state support. Most importantly, the emergence of music festival culture in Thailand provides an array of opportunities for attendees, organizers, and more, making this an opportune time to explore the phenomenon.

The recent explosion of music festivals in Thailand

In less than a decade, the frequency of concerts and music festivals in Thailand has risen significantly.

Figures collected by THE STANDARD noted that live music events in Thailand grew by 22 percent between 2019 and 2022 with the uptrend continuing into 2023. Bangkok Land, operator of major concert venue Impact Arena, reported that it alone hosted over 100 concerts in 2023, with a large number being international performances.

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Pointing to consumer demand, online innovations in ticketing and marketing and Thailand’s own unique cultural assets, Statista found that the music events market in Thailand is set to continue expanding and could come to value over US$75 million within 2024.

Notably, 2023 data from Traveloka Thailand revealed that during concerts by top names such as BLACKPINK, Harry Styles, and Arctic Monkeys, flight bookings rose noticeably along with hotel bookings.

Iko Putera, CEO of Transport for Traveloka, believes that “international concerts in Bangkok could be one of the key drivers for leisure travel spending across a wide demographic,” noting “an opportunity for those in the travel and tourism industry to work on delivering experiences that are complementary to the most popular concerts and music festivals.”

Music festivals for everyone

Clearly indicative of the positive tendency for music festivals in Thailand is their sheer number and range at present. From now institutional happenings to exciting new additions, the variety of music festivals with international appeal taking place in the country this year alone showcases the strength of such events:

1. Summer Sonic – Signaling Thailand’s growing appeal to host international musical events, Summer Sonic is one of Japan’s most major annual music festivals. From Creativeman Productions, this extravaganza of live music began in Osaka in 2000 and has come to attract concert-goers from across the globe looking to see names as big as Oasis, Coldplay, Taylor Swift, and Beyonce. Debuting in Thailand for the first time in August 2024, Summer Sonic Bangkok was handled by Paradise E&A with BANGKOK CONNECT sub-licensed to carry out the festival and kicked off with headliners including Japanese duo Yoasobi, British rock band Nothing but Thieves, and Thai megastars Bodyslam.

2. Rolling Loud – Hailing from the US, this prominent hip-hop music festival is known for its top-tier hip-hop artists from Travis Scott and Rick Ross to Cardi B. In 2023, helmed by LRT events, Rolling Loud arrived in Asia, choosing Thailand as its first host and adding the nation to other sites such as Australia, Portugal, and the UK.

3. Wonderfruit – Since its inception in 2014, Wonderfruit has become a staple annual arts, music, and lifestyle festival held in Pattaya. Organized by Bangkok-based production company Scratch First, the festival’s vision is to inspire sustainable living and environmental awareness through diverse cultural experiences. Past featured artists have included Nightmares on Wax, Craig Richards, and Knower.

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4. Maho Rasop Festival – This is a vibrant music and arts festival held each year in Bangkok. Inaugurated in 2018, it is organized by three local promoters: HAVE YOU HEARD?, Fungjai, and Seen Scene Space. The festival showcases an eclectic mix of international and local artists across various genres, aiming to cultivate a dynamic music scene in Bangkok.

5. 808 Festival – From ALDA Events, a Dutch event-organizing company, 808 Festival is one of the largest electronic dance music festivals in Thailand. Started in 2013, it has become a December tradition that has brought in names like Armin Van Burren, Hardwell, David Guetta, and Marshmello.

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6. Together Festival – Together Festival is an annual showcase of local and international electronic music artists organized through a collaboration between Thai and international promoters, including Canadian company BassClef.

7. Transmission Festival – Originating from the Czech Republic, Transmission is a trance music festival known for its elaborate stage designs and immersive visual effects. Debuting in Thailand in 2017, it has become a prominent event for trance music enthusiasts in Bangkok.

8. Mystic Valley – Started by local music lovers in 2017, Mystic Valley in Khao Yai has sought each year to create experiences that transcend the ordinary and is this year embarking on “a bold new era, embracing Web3 integration” under the theme “Enchanted Forest.” The 10 stages of the event in 2024 boasted over 150 artists spanning a range of EDM genres.

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9. Bangkok’s International Festival of Dance & Music – Since 1999, this royally patronized celebration of the arts has been taking place between September and October, constituting the largest annual event in Thailand. From classic to contemporary, the International Festival of Dance & Music was one of the first to place Bangkok on the map for art experiences.

10. Hua Hin Jazz Festival – This renowned yearly celebration of jazz music is staged by the Tourism Authority of Thailand in collaboration with local sponsors and partners. Regularly featuring top names in the realm of jazz, the long-standing showcase has reinforced Hua Hin as a relaxing resort town for discerning travelers.

Why is Thailand such a music festival destination?

On top of being one of the few destinations equipped for international acts to play in Southeast Asia, the acceleration of music festival frequency in the nation can be directly linked to deliberate government efforts.

Official support for music festivals in Thailand has been explicitly proclaimed as part of a push to make the nation a global tourism hub. Most telling, the “IGNITE THAILAND” initiative announced in 2024 includes international events as a core component.

Positioning Thailand as a “world-class event hub” is actually the fifth of the initiative’s five main strategies to strengthen Thailand a tourism hub — the first among eight “hubs” that IGNITE THAILAND seeks to create — with Summer Sonic Bangkok 2024 listed alongside other major functions such as Moto GP and the Volleyball World Championship. The official stance is that music festivals are a powerful part of the 11 “soft powers” being honed by the administration.

For 2024 alone, the state has contributed to attracting 23 world-class events, working with local venues and organizers to see the happenings through and promote them to a national and global audience.

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Official actions to aid organizers include tax rebates for staging events and incentives while restrictions and limitations are to be lifted or eased so that event hosts can more easily realize their visions. This assistance is to extend to group visas for crew members and fast-track immigration for those taking part in major events.

Discussions have even taken place with frontline organizers such as TERO Entertainment, Warner Music Group, and Sony Music Groups to learn how to further unlock music festivals in Thailand. These conversations have touched on not only what organizers need to pull off their shows, but what would make the festival going experience better for audiences.

The Thailand Convention and Exhibition Bureau (TCEB) has partnered with four associations to elevate Thai festivals on the global stage. Source: TCEB Website

The Thailand Convention and Exhibition Bureau (TCEB), Thailand’s central entity for supporting events, has joined hands with partners to establish a “creative ecosystem” that will act as a foundation for music festivals. The goal is being achieved through three strategies, auctioning rights to host major events in the country, the creation of support systems for events including necessary business platforms, and the establishment of a “Festival Academy,” where organizers may network and exchange know-how.

Play on

Thailand’s potential to become a “festival hub” has only begun to actualize with the globally known name Tomorrowland showing a strong likelihood of taking place in the country in 2026.

Combining support within the public and private sectors with Thailand’s prime location in the region, welcoming atmosphere, and robust infrastructure, music festivals are sure to become a key fixture in the nation, music to the ears of attendants as well as the many different industries set to be energized.

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