UD Town Business Group continues to reinforce its role as a landmark for tourism and a key driver of economic growth in the northeastern region of Thailand. In 2026, the UD Town Group and its affiliated companies plan to elevate their business operations across all dimensions with a vision that understands the area and its people, which is a significant strength in management. This approach aims to enhance the organization's resilience while creating new and impressive experiences that meet consumer needs. For the upcoming Thai New Year festival, UD Town Shopping Center is investing over 30 million baht to create a grand celebration with the 'UDON SONGKRAN FESTIVAL 2026', welcoming the Songkran festival by transforming the area into a joyful festival that combines entertainment, light, sound, and water tunnels, foam parties, concerts from famous artists, and top DJs, offering a complete contemporary experience from April 13-16, 2026, at The Land area of UD Town Shopping Center in Udon Thani.

Apichar Veerachatiyanukul, Managing Director of Udon Plaza Co., Ltd., which manages UD Town Shopping Center, revealed that the overall performance of UD Town in the past year has shown continuous growth as we do not see ourselves merely as a shopping center but as a Lifestyle Destination and Event Destination for the people of Udon Thani and the northeastern region. Our key strategy is to manage the space to cater to various groups simultaneously, including local customers, tourists, event organizers, retailers, and business partners. We focus on three main areas: 1. Careful selection of tenants and activities that align with actual consumer behavior, 2. Creating traffic through large-scale events and continuous activities throughout the year, and 3. Flexible space management to allow the same area to generate revenue and experiences in multiple ways.

What enables UD Town to grow continuously is our refusal to rest on past successes; we strive to adapt quickly, listen to customer feedback promptly, and make swift decisions, which helps maintain the vibrancy of the shopping center throughout the year. In 2026, UD Town's approach will become clearer, moving away from mass marketing to more precise targeting and increased engagement, with adjustments in three main management dimensions.

The first dimension is Data & Insight Driven, focusing on understanding customer behavior at different times, such as why consumers visit the shopping center, when they come, what they spend on, and what activities encourage repeat visits.

The second dimension is Experience-led Marketing. Statistics show that consumers today seek not just a place to shop but memorable experiences. Therefore, we prioritize creating an atmosphere, organizing festivals, and producing content that encourages people to visit, share, and return.

The third dimension is Collaboration & Community. UD Town places greater importance on collaborating with both public and private sectors, local entrepreneurs, and communities because we believe that sustainable growth must involve the entire ecosystem.

Thus, 2026 will be a year where UD Town emphasizes both business efficiency and experiential value simultaneously. Having been in Udon Thani for a long time, our ability to understand the area and its people is a strength that allows us to comprehend consumer behavior in every dimension. At the same time, we are not limited to the local market; we are looking at broader trends in tourism, the lifestyles of the new generation, experiential consumption, and the influx of international tourists into the region.

What UD Town has consistently done is translate these trends into tangible experiences in the area, such as organizing festivals that combine entertainment and social sharing value, developing a mix of shops and services that cater to multiple generations, and designing spaces that accommodate living, tourism, and large-scale events. We do not merely follow trends; we select those that fit the context of Udon Thani and execute them in our unique way, ensuring that UD Town remains fresh and continues to lead.

For this year's major annual event, the UDON SONGKRAN FESTIVAL 2026, it will be held under the theme Neon Water: The Power of the Flow, reflecting the power of water, fun, vibrancy, and the convergence of people from various places to share happiness during Songkran. UD Town is also committed to elevating the event to be a significant landmark welcoming the Songkran festival in the northeastern region by investing over 30 million baht in developing production, activities, safety, and convenience systems in collaboration with leading partners, including Chang beverage products, Pepsi beverage products, the Tourism Authority of Thailand, the Department of Cultural Promotion, AIS, and Hotel Moco.

The concept for decorating the area aims to make this year's event more than just a water play event but a Festival Experience that combines light, sound, music, and the modern atmosphere of Udon Thani. We want the atmosphere to reflect a Songkran festival that embodies fun, safety, and modernity in UD Town's style while remaining committed to preserving Thai traditions during Songkran by organizing a cultural zone to allow the public to participate in the beautiful Thai customs. This includes the invitation of sacred Buddha statues from nine famous temples across the country for the public to pour water for blessings on the Thai New Year, including the Emerald Buddha, Phra Buddha Sothorn, Phra Buddha Chin Rat, Phra Buddha Trairatana Nayok, Luang Por Wat Rai Khing, Luang Por Wat Ban Laem, Phra Buddha Sihing, Luang Por Phra Sai, and Phra Buddha Naresra Sakchai Pairipinath. Additionally, there will be sand pagoda building activities for the public and tourists to make merit, enhance auspiciousness, and experience the authentic Thai Songkran atmosphere throughout the festival. We are confident that everyone who attends will be impressed with the experiences they take home, reinforcing the idea that UD Town's goal is not just to organize a large event but to create a quality event that meets standards and positively impacts the local economy, tourism, and the image of Udon Thani at the regional level.

In terms of space preparation, this year has seen more detailed planning, aiming for a Songkran festival that is fun yet systematic. We have prepared various aspects, dividing them into clear zones to ensure orderly flow of people, increasing activity and photo spots to distribute crowds throughout the area, managing access points, parking, service points, and various facilities, enhancing safety measures with staff, area management systems, and coordination with relevant agencies, and ensuring cleanliness and readiness of the area throughout the event. The objective is to provide attendees, both locals and tourists, with confidence that when they visit UD Town, they will experience fun, safety, convenience, and a memorable experience throughout the event.

For the preparation to accommodate tourists for the 'UDON SONGKRAN FESTIVAL 2026', we have designed the area systematically, including concert zones, water play zones, and activity zones to effectively accommodate participants. For example, 1. Parking space for over 3,000 vehicles (both cars and motorcycles), 2. Over 30 food and beverage stalls available throughout the night, 3. More than 40 restrooms clearly separated for men and women, 4. Strict safety measures with cooperation from various agencies, including Udon Thani Provincial Police with patrol vehicles, personnel from Wing 23 (Royal Thai Air Force), Explosive Ordnance Disposal (EOD) units from the Seniranyuth Camp, first aid units from Ekkachai Hospital, and private security personnel.

Throughout the four days and nights of the event, attendees will experience full-scale fun from famous artists such as Kong Huai Rai, Retrospect, Off Pongskak, Tilly Birds, MAIYARAP, as well as international party artists and DJs like SUN B x MC JASON, BUDDHA, SHOCKKO, and many more.

For the rules and preparations for tourists attending the 'UD TOWN SONGKRAN FESTIVAL 2026', access can be achieved in various ways, whether coming to play in the water, enjoy concerts, or have fun with friends in groups, with zones available to suit individual styles. We invite tourists to prepare adequately, including dressing appropriately for water play, bringing fun energy, and adhering to event rules to ensure everyone can enjoy fully, safely, and leave with great memories. The zone divisions are as follows: concert zone with a ticket price of 100 baht and free entry before 6:00 PM, water tank zone for four people with drinks starting at 1,999 baht/day, upgraded area with private entrance and special restrooms, standing table zone for four people with drinks starting at 2,699 baht/day, and seated table zone for six people with drinks starting at 4,999 baht/day.

This year, we anticipate over 200,000 attendees throughout the festival, with approximately 85% being Thai tourists and 15% being international tourists. Notably, we see that the tourism momentum in Udon Thani and the broader awareness of the event have improved, leading to an increased proportion of attendees from other provinces and countries, especially those seeking festival experiences in the northeastern region.

We invite tourists to come and gather joyful experiences during the Songkran festival in Udon Thani from April 13-16, 2026, at The Land area of UD Town Shopping Center. Doors open from 5:30 PM to 12:00 AM.

Phakorn Veerachatiyanukul, Managing Director of Thanathip 456 Co., Ltd., which operates Hotel Moco and Montatip International Conference Center, stated that the overall growth of the MOCO hotel group and Montatip International Conference Center in the past year has shown clear development. For Hotel MOCO, we have seen continuous positive responses, especially from customers looking for accommodations with a distinct character, excellent service, and experiences that differ from typical hotels. Our strength lies in being a Premium Boutique Hotel that perfectly blends comfort with the design and local essence of Udon Thani. Meanwhile, Montatip Hall has played an increasingly important role as a venue for meetings, banquets, exhibitions, and regional-level events, indicating positive signs that the MICE and event market in Udon Thani still has significant growth opportunities. Overall, this reflects that Udon Thani is emerging as a central hub for tourism, meetings, and leisure in the upper northeastern region. Our marketing strategy for 2026 focuses on creating a more interconnected tourism system, not just looking at hotels or event venues in isolation but considering the overall experience of tourists. We want Hotel MOCO, Montatip Hall, and affiliated businesses to work together as a single ecosystem, covering accommodations, food, activities, lifestyle, and connecting with significant events in Udon Thani so that tourists feel they can spend time, relax, and engage in activities comprehensively.

As for the goals for new projects, we aim to accommodate more quality tourists, including long-stay guests, digital nomads, and tourists from Asia and neighboring countries seeking a city that is easy to live in, conveniently accessible, and offers new experiences to explore. Our goal is not just to increase the number of guests but to elevate Udon Thani as a destination that people want to return to. The growth of the tourism economy and trends in Thailand in 2026 suggest that tourism will not only compete based on the number of travelers but will increasingly focus on the quality of experiences received. Today's tourists value multiple aspects simultaneously, including convenience, safety, value for money, local authenticity, and activities that cater to specific lifestyles. An interesting trend is tourism linked to sports, nature, health, and culture. We see that Udon Thani has potential in terms of events, sports cities, and tourist attractions that can be developed into experiential packages. What we want to build upon with our affiliated businesses is to design services and packages that connect accommodations with local activities, whether it be festivals, sports events, or nature tourism, so that customers do not just stay for one night and leave but feel that Udon Thani is a province worth staying longer and returning to.

Regarding support for the 'UD TOWN SONGKRAN FESTIVAL 2026', Hotel MOCO is fully prepared to accommodate both tourists who intend to relax and those traveling specifically for the festival. As for special privileges, guests staying at Hotel MOCO will receive promotions and benefits that facilitate their participation in the event, whether it be value for joining activities or special privileges from restaurants and services within the group. Our concept is to ensure that guests receive a comprehensive experience beyond just booking a room, allowing them to stay comfortably, travel easily, and fully enjoy the atmosphere of the Udon Thani Songkran festival. We want their visit to Udon Thani during this time to be both a travel trip and a memorable festival experience.

We hope that the 'UD TOWN SONGKRAN FESTIVAL 2026' will be a significant driving force for the tourism economy atmosphere during Songkran. Events like this not only create vibrancy within the event area but also impact businesses broadly, including hotels, restaurants, transportation, shops, and services in Udon Thani. As more tourists come in, spending will be distributed across various sectors. Another important aspect is that large festivals help create a new image for Udon Thani as a city that is fun, well-prepared, and capable of hosting quality activities on a large scale. Therefore, we hope that the 'UD TOWN SONGKRAN FESTIVAL 2026' will not only succeed during the four days and nights but also help build confidence and momentum for the continuous growth of Udon Thani's tourism economy in the long term.