Plan to Boost Phitsanulok–Sukhothai Tourism for High Season: Adjust Bus Routes and Promote New Year Activities

Phitsanulok province has announced plans to prepare for tourists during the high season at the end of 2026, focusing on linking historical attractions between Phitsanulok and Sukhothai. Measures include adjusting public transport schedules, adding tourist service points, and promoting New Year festival activities to accommodate the expected rise in visitors following national tourism trends, generate income for the local economy, and preserve the city’s cultural heritage image.

The plan was drafted by the provincial Tourism and Sports Office in cooperation with transport agencies and district offices. It includes rerouting and increasing the frequency of buses between major districts, adding minibus shuttle services from bus terminals to key historical sites, and installing multilingual signage to assist foreign visitors. Volunteer guides will also be prepared to provide historical information and route recommendations to various destinations.

On the activities side, the province is collaborating with the private sector to hold a riverside lights-and-contemporary-culture festival along the Yom River and to promote local products such as regional cuisine, handicrafts, and community goods to extend tourists’ time and spending in the area. There will also be a campaign for responsible tourism to encourage operators and visitors to conserve monuments, protect the environment, and ensure visitor safety. The Tourism Office will offer service-standard training for small business operators.

Traffic management adjustments are another key measure. Highway officers and the municipal government are coordinating with transport companies to designate temporary stops and diversion routes during major events to ease congestion. Additional safety measures include installing CCTV at important tourist sites, setting up emergency medical service points, and preparing emergency response teams for disasters and accidents.

A representative of the Phitsanulok Tourism Operators Association said that although international arrivals may not fully recover, domestic events and improved connections with neighboring provinces should boost visitor numbers and local spending. Small hotels and homestays have reported increased advance bookings, prompting many businesses to plan for more staff and higher service standards to handle the influx.

The impacts on local residents include both benefits and concerns. Residents say tourism creates jobs and income for small businesses but have urged authorities to manage waste, wastewater, and noise from public activities to avoid harming community quality of life near tourist sites. The province has pledged to implement environmental control measures alongside tourism promotion and to monitor festival outcomes and adjust future plans based on feedback from communities and operators.

The entire plan is scheduled to begin in October 2026 to align with the high season and year-end activities. The provincial Tourism Office will report progress and additional measures to the public at a joint meeting with relevant sectors within the next 30 days. This preparation reflects local authorities’ efforts to position Phitsanulok as an attractive historical and cultural destination while building a sustainable local economy.