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Welcome to the weekly AST Briefing.

Water is life. Water is an inspiration.

Water has been celebrated throughout history.

Songkran, Thai New Year, is also one of Asia’s most well-known water festivals. It has become a cultural and tourist event that draws millions of international visitors to this Southeast Asian kingdom every April.

We spoke with several of Thailand’s tourism leaders, who are introducing changes to strike a balance between preserving this unique cultural celebration and conserving one of life’s most precious resources: water.

Please enjoy the read below.

Can Thailand Celebrate Songkran Water Festival and Still Be Eco-Friendly?

The Sustainability Challenge

Songkran is an event of immense cultural significance celebrated in Thailand every April. "It is a time when people reunite with their families and pay their respects to elders and sacred Buddha images," says Ms. Thapanee Kiatphaibool, Tourism Authority of Thailand (TAT) Governor.

While every region of Thailand has its unique way of celebrating Songkran, one common factor unites them all – water. 

"Pouring water is significant during Songkran, symbolizing cleansing, reverence, and good fortune. The values of respect and merit-making, central to Thai Buddhism, also reinforce the importance of family ties and intergenerational bonds within Thai society," says Kiatphaibool.

However, the environmental repercussions of these festivities are important to consider, especially with the extension from the traditional three days to a three-week-long celebration from April 1 to 21. 

The extended celebration aims to present a grand event dubbed 'World Water Festival – The Songkran Phenomenon.' The goal is to create a world-class event celebrated across all 77 provinces in Thailand.

However, the amplified scale of the festivities brings forth environmental concerns, such as excessive water consumption and plastic waste generation. 

This raises the question: How can we balance preserving this vibrant tradition while ensuring sustainability for the future?

The Positive Shift in Songkran Celebrations

Jayne MacDougall, Executive Director of the Phuket Hotels Association, who has more than 20 years of experience in the hospitality industry in Thailand, provides unique insights into the evolution of Songkran celebration and its environmental impact over the years. 

She highlights that, in the past, Songkran's afternoon festivities, known as 'water play', led to excessive water usage, heaps of plastic waste and other garbage, and numerous accidents.

"Many tourists, unaware of Songkran's cultural significance, joined street activities without understanding the traditions, leading to an exaggeration of the traditional water play," she shares.

"However, a positive shift has occurred within the hospitality industry. Over the past decade, hotels have become more conscientious about sustainability and safety during Songkran, preserving the festive spirit while incorporating sustainable practices."

»» Go deep into how Songkran has evolved to be more green

Hospitality and Travel Industry’s Role During Songkran

"This year, our Environment Committee is proactively distributing guidelines to member hotels, emphasizing the dual importance of safety and sustainability during Songkran. Our focus is on preserving the cherished tradition of water sprinkling, symbolizing reverence for elders and respect for cultural heritage," says MacDougall.

Wolfgang Grimm, owner of Anana Ecological Resort Krabi and former president of Skal International Thailand, advocates for reducing water fights and transforming these battles into more graceful ceremonies. He believes this approach would be more appropriate to the event's historical significance. As a minimum requirement, he suggests the establishment of specific zones for water festivities.

But there are major challenges faced by hotels to continue celebrating cultural festival while making changes toward conserving water.

»» Read the complete story here for the strategies to achieve this goal.

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