Mall Group budgets ฿600 million for year-end visitor push
The Thai shopping centre operator aims to lift foot traffic by 20% above average through festive events and New Year celebrations.
Thailand’s Mall Group has earmarked ฿600 million for a festive campaign aimed at drawing more shoppers to its centres, with a target of raising visitor traffic by 20% against average levels.
Chief marketing officer Voralak Tulaphorn said domestic travel could support mall visits as some Thai consumers may choose holidays within the country amid the global environment. Others who normally travel abroad may take shorter overseas trips, leaving more time for shopping centre visits, she said.
Voralak expects strong attendance even though individual spending could be lower than in previous years. She identified families and groups of friends as the main holiday customers.
Foreign visitors make up roughly half of daily customer traffic at the company’s urban Bangkok locations. Voralak remained confident about overseas shoppers despite a 4.6% fall in foreign arrivals during the first 10 months of 2026, reported by the Tourism and Sports Ministry.
The campaign runs from 6 November to 10 January 2027 and includes entertainment, shopping promotions and New Year countdown events. Mr. Men and Little Miss characters will feature in lighting displays and interactive activities at The Mall Lifestore Bangkapi.
December concerts featuring acts including Slot Machine, Tilly Birds and Taitosmith are scheduled across the Bangkapi, Bangkae and Tha Phra locations.
